Returning to Brown University: Evolving the Conversation on Sales

It was an honor to return to Brown University last week to guest lecture once again for the class Sales and Selling Leadership in the Entrepreneurial Environment, taught by Professor Howard Anderson. Last year, we focused on how Sales Process drives the tactical execution of a company’s commercial strategy. This year, the discussion evolved. We dug deeper into how entrepreneurs can scale their ideas through process, discipline, and customer engagement.

It was especially meaningful to have my daughter, Hannah, in the class, now a Senior studying Economics and playing on Brown’s volleyball team. Along with her was teammate and friend, Jessie Golden. Having them in the audience brought a special sense of pride and perspective.

Sales Process as a Foundation for Growth

Professor Anderson cites that startups only have two problems: sales and all else. That premise set the stage for an engaging conversation about how entrepreneurs can build a repeatable sales process that drives predictable results. We explored the idea that process creates objectivity and clarity. It allows founders to focus their creativity where it matters most: solving customer problems.

I asked the students to reflect on three simple but powerful questions when taking a product or service to market:

  1. Who are the Key Players (KP) you would focus on in B2B Sales?
  2. What business objectives are the KP measured by?
  3. What capabilities (services, ideas, etc.) do you bring that help them achieve the objectives?

These are the same principles we apply every day at Flannery Sales Systems (FSS) with clients ranging from high-growth startups to established enterprises. The fundamentals don’t change; only the context does.

Closing Reflections

Speaking at Brown again was deeply rewarding, as it pushed me into a different framework in preparation and delivery. The students’ interaction, questions, and ideas reinforced how critical it is for young leaders to understand that selling, done well, is about creating value and earning trust.

/by