This Man is Shaping the Future of Sales with His 35 Years of Experience

Welcome to our latest edition! Today, we’re thrilled to feature Ned, a 57-year-old entrepreneur with over 35 years of experience in sales and marketing, particularly across Asia. Ned is the founder of The Sales Movement, a company dedicated to helping startups generate leads and refine their sales strategies through content marketing. After scaling Bambu into one of APAC's largest B2B robo-advisory platforms, Ned shifted his focus to building The Sales Movement, a company dedicated to helping startups generate leads and refine their sales strategies through content marketing. In this edition, we dive into Ned’s unique approach to enterprise sales, his insights on leveraging LinkedIn, and how he’s helping founders master content marketing.

Who is Ned? 

Ned is a 57-year-old entrepreneur with over 35 years of sales and marketing experience, primarily in Asia. He has worked across finance, fintech, and wealth management technology, focusing on sales and go-to-market strategies. He built Bambu into one of the largest B2B robo-advisory platforms in APAC, scaling it to serve major financial institutions.

What is The Sales Movement?

The Sales Movement is a new company founded by Ned to help startups generate leads and improve their sales processes without relying on large marketing budgets. After his company, Bambu, Ned shifted from traditional marketing to content marketing, using podcasts, newsletters, and daily LinkedIn posts. This approach generated significant inbound leads for Bambu—about 600 per year. With The Sales Movement, Ned now assists startups in creating content-driven lead generation strategies, leveraging tools like CRM, LinkedIn, newsletters, and videos. He also helps them refine their sales process to close deals more effectively, focusing on building relationships rather than aggressive selling.

Strategies for Successfully Selling into Enterprises

“Think about how it feels on the other side of the table and do they feel great.”

• Leverage Existing Networks

  • Build Long-Term Relationships: A key advantage in selling to enterprises is having a strong network of contacts. Trust and familiarity open doors more easily. For example, Ned, with over 30 years of experience, was able to directly reach C-suite executives at banks because he had cultivated relationships over the years.

  • Example: If you're just starting out, focus on networking and building your personal brand. Attend industry events, engage with potential clients on LinkedIn, and build rapport gradually. The payoff might not be immediate, but it will come over time. 

• Build a Diverse, Role-Specific Sales Team

  • Tailor to Different Levels in the Organization: Enterprise sales often involve multiple stakeholders, from senior executives to junior teams who handle implementation. It’s critical to have team members who can connect with various roles across the organization.

  • Example: Ned hired a younger, local salesperson in Singapore who could relate to junior staff and build informal relationships. This person used casual communication, such as WhatsApp, to make connections that Ned, as an older executive, couldn’t. This approach ensured they could engage stakeholders at all levels.

• Top-Down and Bottom-Up Approach

  • Combine Decision-Maker Buy-In with Execution-Level Support: While starting with the top-level executives (CEOs, CFOs) is essential, it's equally important to engage with the people who will use the product daily. Without their buy-in, implementation could fail.

  • Example: When selling to a bank, Ned would focus on the CEO, while his colleague would connect with junior employees in compliance, finance, and security. This dual approach helped secure both the leadership’s approval and the support of those responsible for implementation.

• Focus on Building Relationships, Not Just Pitching Products

  • Understand the Client’s Needs First: Before diving into product presentations, take time to understand the client’s specific pain points and challenges. Build rapport by asking questions and offering insights based on your experience.

  • Example: Ned would start meetings by engaging in informal conversations and asking, “What made you interested in chatting with us?” This allowed him to steer the conversation toward the client’s unique challenges and offer relevant solutions instead of jumping straight into a product demo.

• Address Execution Concerns Early

  • Ensure Smooth Implementation: Even after securing buy-in from decision-makers, the execution phase often involves hurdles. Engage with the operational teams early to ensure they feel supported and understand how the product will work in their daily tasks.

  • Example: Ned emphasized that it’s not the CEO who blocks a deal; it’s often someone in compliance or IT who isn’t convinced the product will integrate smoothly. By building relationships with these teams early on, they could prevent roadblocks during the implementation phase.

• Lead with Insights, Not Product Features

  • Position Yourself as a Thought Leader: Instead of diving into product features, start by sharing valuable insights and trends in the industry. This positions you as a trusted advisor, not just a salesperson pushing a product.

  • Example: Ned would begin meetings by discussing industry trends he had observed from working with multiple banks. This established credibility and piqued the client’s interest in hearing more about how his company could solve their specific problems.

How to Engage with Enterprise Buyers?

"Find genuine, cool ways to be involved."

• Diversify Your Pipeline

  • Have multiple deals (e.g., 50) in progress simultaneously, so you're not dependent on one or two big deals that may fall through due to factors beyond your control.

• Leverage Content Marketing

  • Use newsletters, LinkedIn posts, and comments to stay visible and relevant to your prospects.

  • Example: Engage with key decision-makers on LinkedIn by commenting thoughtfully on their posts, creating discussions, and sharing relevant content.

• Offer Value Beyond the Sale

  • Share articles or resources related to their business to keep the conversation going and demonstrate your expertise.

• Follow Up Consistently

  • Ensure your CRM is well-managed and follow up exactly as promised. Missed follow-ups can kill deals.

Why Content Marketing is Becoming More Important Nowadays

"If you're a B2B founder and you're not posting on LinkedIn, it’s on you."

• Shift from Traditional Advertising: B2B tech sales used to rely heavily on product ads, but now, content marketing is more effective in building trust and engagement.

• Founder-Led Content: Personal content from founders (e.g., posts, videos) helps create a direct connection with the audience.

• Rise of Social Media: Platforms like LinkedIn allow founders to easily share their insights and engage with potential customers.

• Opportunity on LinkedIn: With 1 billion users and only 1% posting content, there’s a huge opportunity for founders to stand out by posting regularly.

• Authenticity Drives Engagement: Personal, authentic content resonates more with audiences than generic product promotions, leading to better engagement and lead generation.

How Should Founders Do Content Marketing Nowadays

• Post Consistently and Be Disciplined:

  • Choose a specific time each day (e.g., 9 a.m. or 3 p.m.) to post content on platforms like LinkedIn. Consistency is key to building a presence. If you're busy, schedule posts in advance using LinkedIn’s scheduling tool.

  • Example: Ned emphasizes the importance of "putting in the reps" daily, similar to how top influencers like Alex Hormozi approach content.

• Engage Authentically—Be Human, Not Corporate:

  • Avoid generic, overly formal corporate language. Instead, share honest, personal insights about your journey, challenges, and business. Authenticity builds trust and resonates more with your audience.

  • Example: Rather than talking about his company’s product in a stiff, corporate way, Ned posts running videos on LinkedIn, which surprisingly generate engagement and leads. This shows that personal content can be just as effective as business-focused posts.

• Experiment with Different Content Formats:

  • Try varying your content between written posts, videos, podcasts, or even reels. Different audiences respond to different formats, so experiment and use A/B testing to see what performs best.

  • Example: Some posts may resonate more in written form, while others may work better as videos. Track what gets the most engagement and optimize your strategy accordingly.

• Focus on Lead Generation, Not Just Vanity Metrics:

  • While likes and comments are nice, they don’t directly drive revenue. Focus on content that engages your target market, generates relationships, and ultimately leads to business opportunities.

  • Example: Ned uses the phrase "likes ain't cash" to emphasize that content should drive leads, not just superficial engagement. The goal is to turn impressions into meaningful conversations and relationships that convert into sales.

• Engage with Others and Build Relationships:

  • Content marketing isn’t just about posting. Engage with your audience by commenting on their posts and starting discussions. Show genuine interest in their ideas to build a two-way relationship.

  • Example: Ned advises founders to interact with other people's posts and comments to expand their network and build rapport with their audience.

• Don’t Overthink—Be Yourself:

  • Many founders hesitate to post because they’re afraid of negative feedback or not being “perfect.” The reality is, people appreciate authenticity more than perfection. Share what you're genuinely passionate about, and don't worry too much about audience approval.

  • Example: Ned mentions how one founder he worked with was afraid their podcast wouldn't get any listeners. His advice? "What if one person thinks it’s bad? Who cares? At least you’ve done it!" Taking action is better than overthinking.

We hope Ned’s journey, from building Bambu to founding The Sales Movement, has offered valuable insights into the power of content marketing and the importance of building genuine relationships in enterprise sales. His focus on leveraging personal content, engaging authentically on platforms like LinkedIn, and understanding the nuances of enterprise buyers provides a powerful roadmap for founders looking to generate leads and scale their businesses. Whether you’re refining your sales process or exploring new marketing strategies, Ned’s experiences serve as a guide to fostering long-term growth. Stay tuned and subscribe HERE for more stories and strategies from industry leaders shaping the future of B2B sales.