In this engaging episode of the DevReady Podcast, host Anthony Sapountzis sits down with Alex Kleizinger, Founder of Illicium, to explore his remarkable journey from maritime navigation to mastering IT and software sales. After realising the maritime industry lacked personal fulfilment, Alex transitioned to sales without formal experience. His entrepreneurial spirit, resilience, and ability to learn from failures propelled him to a successful career in enterprise-grade IT software sales. Now, through Illicium, Alex leverages over a decade of expertise to help businesses refine their sales strategies and scale effectively. This inspiring episode delves into career transitions, overcoming challenges, and the mindset needed for success.
Alex candidly discusses the importance of experimentation, learning from failure, and maintaining balance through external advice and reflection. He shares how his unconventional start in sales, guided by the principle of “fake it till you make it,” instilled adaptability and perseverance. From navigating early entrepreneurial ventures in the Soviet Union to adjusting to life in Australia, Alex highlights how resilience and a positive attitude helped him turn challenges into opportunities, even in the face of setbacks like pandemic-related layoffs. His story is a testament to the transformative power of persistence and lifelong learning.
The episode sheds light on the distinct challenges of transitioning from large organisations to smaller businesses. Alex compares the structured frameworks and reputations of big companies with the resource constraints and undefined processes often faced by smaller businesses. He emphasises the importance of founders gaining a solid understanding of sales and scaling strategically. By building efficient systems and transitioning from working “in” the business to working “on” it, founders can overcome growth hurdles and avoid common pitfalls, such as hiring sales professionals without proper frameworks in place.
Alex also underscores the importance of preparing systems and processes before scaling, particularly in sales. He advises businesses to establish CRMCRM stands for Client Relationship Management. A CRM system is a digitised process of keeping your customer interactions and details... tools, clear KPIs, and structured workflows before hiring expensive or mid-level salespeople. He notes how many small businesses struggle to distinguish between skills needed for cold outreach and those for closing leads. By aligning marketing efforts with customer pain points, businesses can create a sustainable growth strategy and avoid costly mistakes in sales development.
Finally, Alex outlines his three-step SSP framework for building a robust sales process: System, Strategy, and People. He recommends starting by clearly defining the offer, implementing systems, and rolling out strategies before hiring sales teams. Seeking guidance from trusted coaches or consultants can streamline this process and help avoid missteps. By focusing on SSP incrementally, businesses can build a scalable and effective sales structure, turning potential challenges into long-term growth opportunities.
Topics Covered
- Career transitions and resilience
- Entrepreneurial spirit and early ventures
- Navigating sales challenges
- Building effective sales structures
- The SSP Framework: System, Strategy, and People
- Seeking external expertise
- Mindset and personal growth
- Strategies for sustainable growth
Important Time Stamps
- Why Alex Left the Seas to Sail the B2B Sales World (0:07 – 3:15)
- Fake It till You Make It: Alex Kleizinger’s Sales Journey (3:16 – 7:08)
- When the World Kicks, You Leap: Alex’s Pandemic Pivot Story (7:09 – 11:41)
- Big Biz vs Small Biz: Sales Lessons You Can’t Ignore (11:42 – 17:05)
- Why Your Sales Process Needs Fixing Before You Scale (17:06 – 23:50)
- Stop DIY-ing Your Business Mistakes: Alex’s Advice for Founders (23:51 – 27:15)
- System, Strategy, People: The Building Blocks of Sales (27:16 – 28:37)
