Softcat Sales Program: Q&A With Training Specialist Luke Herridge

Luke Herridge is one of Softcat’s in-house training specialists, helping Softcatters maximise their career potential. Here’s what he has to say about the Softcat Sales Program, and a few others things besides.

Let’s start with an easy question. Why is training so important?

Training is one of our biggest priorities – it couldn’t be any more important! Every Softcatter is pushed to keep growing, because that’s how we stay fresh and competitive as a business. Learning is how you open doors for yourself here. There are so many opportunities with Softcat, if you’re proactive about seizing them.  

There are people who’ve been extremely successful here, in less than two years. There’s not a time constraint. If you prove what you can do, there’s nothing stopping you progressing quickly. 

And that growth trajectory starts on Day 1, with the Softcat Sales Program?

Exactly. The Softcat Sales Program is three weeks of intensive classroom training, where new starters learn everything they’ll need to excel.

3 weeks of intensive classroom training. Forgive the bluntness, but how do you stop it being boring?

Valid question! Most of our new starters are graduates, so they might only just have finished a 30,000-word dissertation. We don’t want them to think the Softcat Sales Program is like that all over again, because it’s not. We want people to be super excited about their career, and that all starts with our training program. 

We mix it up loads, so you won’t have time to get bored. You might be speaking to our CEO one hour, and then doing role-plays with Head of NetSec the next.

The training sessions are all really interactive – you’re not just ‘sitting and learning’. The training department work together to make sure we’re always delivering new ideas. Softcatters in each intake group always form a really strong bond, because the training is engaging, exciting and pretty intense.

What about the technical side? How do you help new starters get to grips with the techie parts of IT sales?

It’s not intimidating. New starters need to learn the important basics of each product or vendor they’ll be selling, including value propositions and techniques to help qualify customers’ requirements further.

We don’t expect our salespeople to be technical experts – that’s why we have dedicated in-house technical experts! Our salespeople focus on building relationships, and our technical superstars are there to provide in-depth technical support.

You have to know enough that you can be genuinely helpful to customers. Our approach is about plugging the right people in at the right time. We ensure our people always play to their strengths so our customers always get the absolute best service.

What’s the Softcat approach to sales?

We say to all our new starters: if you just phone customers trying to sell them something, you’re the same as every other company. We’ve been successful because that’s not what we’re about. We’ve built a reputation for being different. 

Our approach is completely trust-based. We build relationships and genuinely come to understand our customers, so we can deliver technical solutions that really do add value and solve problems.

We have a week of sales training dedicated to relationship-led sales techniques. We also teach the practical techniques new starters need to feel confident on the sales floor – how to identify and reach decision-makers, for example. 

How soon after completing the three-week training program do new starters start to earn success?  

A recent starter in our Manchester office made her first sale on her first day! It’s really up to you how quickly you’re successful here. If you hit the ground running, there’s nothing stopping you getting your first order immediately.

Most commonly, new starters will get their first quotes in their first week then orders start coming through by week 2. You’ll see customer interaction straight away, and that’s really important.

We want people to get that confidence boost, that buzz, of securing a customer order. That’s what builds the hunger and the passion to excel, so we give you heaps of support to kick your career off quickly.

That’s incredibly fast!

It’s because we have a strong brand. IT Managers want to hear from us, because they know we add value.

We’ve worked hard to build a reputation for credible, knowledgeable, friendly technical expertise. For new starters, that means you’re always calling ‘warm’ – so you’re more likely to be successful.

That’s why having the right people is so important to us. Salespeople work closely with technical specialists, who work closely with management, so we offer customers a truly exceptional experience.

And how many new starters stay on and achieve management status?

Most. Home-grown talent is a major priority for Softcat, so we don’t hire in when we can promote up. People who work and train hard will always be given opportunities to progress. 

What’s the most important attitude that new starters need to excel with Softcat?

Our new starters have to be friendly and enthusiastic. They all get on easily with people, so they can integrate quickly with the rest of the Softcat family.  

Aside from that, the three most important things are motivation, intelligence and drive. We want people who can’t wait to get started, and will work hard to be exceptional. 

What skills do graduates build over the three-week training program?

The main thing is confidence. We hire people who have the potential to be exceptional, and our training program gives them the confidence to unlock that potential.

We want you to be excited to start on your first Monday after training. To have the confidence to pick up the phone and start building relationships. To know you don’t need loads of technical knowledge, because you’ve got the support around you to have valuable conversations.

It sounds like support is a big part of the Softcat culture?

Exactly. You have mentors, deputy team leaders, team leaders, directors, colleagues and the training team too, offering constant on-going support. After their 3 weeks training, all new starters go onto a 6-month onboarding program to help them grow, develop and become highly successful account managers.

We have a whole series of internal and external training programs for Softcatters throughout their career with us.

It’s a fundamental part of our ethos. Everyone helps everyone here, because we pull as a team. Directors often go on customer meetings, for example. Everyone will do anything to build the relationship with the customer, and deliver the best service.

That emphasis on exceptional customer service is why we have such an amazing culture. Softcat believe exceptional customer service and exceptional employee satisfaction go hand-in-hand. Look after your people, and your people will look after your customers.

That’s our core philosophy, and that’s why we’re successful as a business.  

Amazing, thank you Luke. One final question for you. What’s your favourite thing about Softcat?

I’ve never worked anywhere that has a culture like Softcat. Your successes are always noticed, celebrated and rewarded. You’re always looked after. It’s such a friendly place to work too. Like, if you’re going to lunch you can always go down and sit with anyone. Everyone really does get on. You instantly feel at home with Softcat, even on your first day.  

We’re always interested to hear from bright, sparky, ambitious people who want to be part of something special. Find out more about Sales with Softcat or apply now for the Softcat Sales Program!