Episode 89: Relationship Selling - with Dave Hamlet

Welcome to episode 89 of the Growth Podcast, brought to you by Well Meadow. In this episode, we sit down with Dave Hamlet, a former military engineer turned sales leader and entrepreneur. Dave shares his journey from the military to becoming the commercial director at Monster Energy, and now running multiple businesses. Here are the key insights from our conversation.

Transitioning from the Military: Dave talks about his transition from the military to civilian life, which turned out to be the "best thing he ever did." He emphasizes the importance of diving into opportunities and remaining open to learning. His time in the Royal Engineers helped him discover his passion for learning and improvement.

The Power of Goals: Dave set three clear objectives after leaving the military: earn £100,000 a year, become a business director, and own a business. He explains, "It was all about having a target—failing to prepare is preparing to fail." His military experience instilled a structured approach to planning, which became key to his success.

Sales Through Relationships: Dave’s journey into sales began by selling health and safety services, which taught him resilience and the importance of connecting with people. He believes that building relationships is at the core of successful sales, whether at Monster Energy or consulting on startups.

Lessons from Monster Energy: As a commercial director, Dave expanded Monster Energy into new markets, focusing on relationship building and understanding people's needs. He emphasizes the value of identifying gatekeepers and building genuine connections.

Understanding the Consumer: Dave stresses that effective marketing and sales always begin with understanding the customer. "You can't sell clean energy drinks to people who don't care about their health," he explains. Understanding consumer needs is crucial before trying to enter a market.

Leadership and Vision: Dave shares his approach to leading sales teams—starting with a clear vision and consistently communicating it. He believes in leading from both the front and back, ensuring everyone understands their role in the bigger picture.

Learning from Failures: Dave shares the highs and lows of his entrepreneurial journey, including a failed food delivery business. He reflects on this experience as a period of deep learning and reinvention, reminding us that resilience is key to success.

Sales Strategies: Dave emphasizes preparation, consistency, and a consultative selling approach—helping customers realize they need you rather than pushing your product. "The key is to start with a plan, identify the end goal, and work backward." This structured approach, coupled with genuine interest in helping customers, is what helped Dave build successful sales teams.

Quotes

"When I left the military, I set three goals: make £100,000 a year, become a director, and own a business. Failing to prepare is preparing to fail.

"Building relationships isn't something you can fake—you need to genuinely enjoy being around people.

"You can't delegate creating the vision; it's the leader's job to lead from the front."

"Understand who your customer is. Know your audience, and build your strategy around them."

Takeaways

1. Set Clear Goals: Clear goal setting is paramount. Know what you want, break it down into actionable steps, and stay focused.

2. Understand Your Audience: Defining and understanding your customer base is the foundation of effective sales and marketing.

3. Build Genuine Relationships: Sales success comes from building trust and relationships, not just pushing a product.

4. Lead