For the fourth episode of the “Sweat, Tears and Equity” podcast, our host, Sorin Bădulescu sat down with Felicia and Sorin Bârsan, the co-founders of Sales Partner, an all-in-one, API-based solution for the automotive industry —from manufacturers to importers, to dealerships, and then to the end user.
In this article, we cover three of the most interesting insights they shared regarding the automotive industry, their approach to discovering their customers’ biggest pain points, and their 3T philosophy, which focuses on aligning three key elements for building successful products.
The beginnings of Sales Partner
With 15 years of experience in creating websites and complex software solutions for manufacturers and distributors, Sorin and Felicia began implementing business intelligence solutions for clients in the automotive industry. While implementing one of these solutions, they noticed that dealerships were struggling to reconcile data from multiple systems, which hindered accurate reporting.
Their “aha moment” came when they provided a proof of concept (POC) for a dealership within two weeks, a feat that left the customer in awe. “We told them, ‘This is not just a picture; it’s your report. You can click here and see all your data,’” Felicia recounted.
The biggest challenge for digital transformation in the automotive industry
The automotive industry is notoriously regulated and resistant to change, making it a challenging environment for introducing new technology. “We entered this space maybe by mistake, like the fifth wheel on a car,” Sorin joked. But their persistence paid off as they learned that customers wanted a solution that could connect everything. Sales Partner became that solution, offering an all-in-one, API-based product that connects data across the entire automotive value chain.
“One of the most significant challenges was overcoming the resistance to change from users accustomed to older, manual processes.” Felicia explained, “When you introduce a new software solution, there can be a lot of resistance. We spent a lot of time with our customers and their sales teams, listening to them and constantly improving the solution.” This hands-on approach was crucial in gaining user acceptance and ensuring the product’s success.
Finding the right problems to solve by asking the right questions
A key factor in Sales Partner’s success was their ability to identify the right problems to solve by asking the right questions and listening to their users. Sorin highlighted this approach: “We sometimes ask what might seem like stupid questions. But if you ask the right questions in the right order, you can figure out the problem they’re trying to solve.” This methodical approach allowed them to develop a product that addressed the most pressing issues for their customers, such as tracking lead conversions, improving marketing efforts, and streamlining the sales process.
Felicia emphasized the importance of understanding user behavior and mindset: “We understood how to solve a problem from an efficiency standpoint because we also understood the mindset and behavior of the user.” This deep understanding enabled them to create a product that was not only functional but also user-friendly, a critical factor in its adoption.
Another critical aspect that Sorin emphasized is understanding the relationship between the customer and the products they use. “The key is understanding the relationship between the customer and the product,” says Sorin. “If there are multiple relationships or if the relationship is complex, you need to identify which aspects cause delays or losses. These inefficiencies can prevent a company from implementing its plans effectively.”
This approach begins with identifying the most significant pain points customers face. Sorin elaborated, “We always focus on this. We ask our customers, ‘What’s most important to you? Clean offers? Control over internal processes? Highest sales volume? Or spending less time on tasks?’ We prioritize their biggest pain points and solve them quickly while ensuring the solution is accepted by the people who will use it.”
The 3T philosophy: Aligning teams, technology, and time
At the core of Sales Partner’s development process is their 3T philosophy: Teams, Technology, and Time. Sorin explained, “When you’re working on something, it’s crucial to have the right people who understand the scope, how you want to do it, and the timeline. If you can align these three elements, you’ll deliver a product that works and has satisfied customers.” This philosophy has been instrumental in guiding their product development and ensuring they meet their customers’ needs effectively.
Although they entered the automotive space almost by mistake, as Sorin and Felicia put it, they managed to build a complex solution that truly solves their customers’ biggest problems. They did this by mixing multiple skills that every founder should have, both technical and non-technical. Because, after all, as Felicia said: “Whatever product or service you’re selling, it has to have a human touch.” This human-centric approach, combined with their technical expertise and entrepreneurial spirit, is what makes Sales Partner such a successful business.
Have you found these insights interesting?
Click the image and check out the full conversation with Marius Moga in the latest episode of our podcast – Sweat, Tears and Equity
