10. Challenging the norm: Lessons in
sales, leadership,
and innovation
George Brontén, CEO & founder of Membrain, shares his entrepreneurial journey, insights on sales management, and team-building challenges.
Challenging the norm: Lessons in sales, leadership, and innovation with Membrain’s CEO and Founder George Brontén
George Brontén, CEO and founder of Membrain, has built his career on challenging the status quo. From selling “For Dummies” books out of his car to founding a company that redefines sales enablement, George’s journey is a testament to persistence, curiosity, and innovation. His insights provide heartfelt, tried-and-true lessons for sales professionals navigating an ever-evolving landscape.
1. Embrace curiosity and lifelong learning
George’s career began with a love for audio equipment, but his curiosity soon led him to entrepreneurship and eventually software development. “I realized that I love learning about new things, and that curiosity has shaped my journey,” he shares. For sales professionals, staying curious is essential. Dive into books, podcasts, and new technologies—not just about sales but also psychology, leadership, and innovation. Continuous learning is the foundation of long-term success.
2. Find solutions to real problems
George’s first software venture was born out of necessity: sharing a single internet connection in a small office. “I was blown away by how one piece of software solved such a big problem for us,” he recalls. For salespeople, this mindset is invaluable. Focus on understanding your customers’ pain points and position your product as the solution they didn’t know they needed.
3. Question assumptions and redefine sales
When George struggled to scale his previous company, he took a hard look at his hiring practices and sales processes. “I realized I had faulty assumptions—that salespeople are born with certain traits or that selling is the same regardless of complexity,” he explains. For sales professionals, challenging assumptions about the craft can lead to breakthrough performance. Adapt your approach to fit the complexity of your product and customer.
4. Use AI, but prioritize genuine connections
As AI reshapes the sales landscape, George emphasizes the importance of using it wisely. “AI can be a great co-pilot, helping salespeople process data and research faster,” he says. However, he warns against over-reliance: “Sales is still a people-to-people business.” For sales professionals, leverage AI to enhance your efficiency, but always prioritize genuine human connections.
Read also: AI in sales: Will AI replace salespeople, or boost them?
5. Invest in yourself
George believes in the transformative power of coaching and mentoring. “Get a coach or mentor early in your career,” he advises. “It’s invaluable to have someone who can help you understand your values and guide your decisions.” For salespeople, this means investing in your personal growth—whether through formal coaching, peer mentorship, or self-reflection. The better you understand yourself, the more effective you’ll be in understanding your customers.
6. Build trust in tougher sales environments
Looking ahead, George sees the sales landscape becoming more competitive and complex. “Positioning and trust are going to be even more critical,” he says. His advice to sales professionals is simple: upskill continuously and prioritize building trust with customers. The ability to adapt quickly and stand out in a crowded market will define the next generation of successful salespeople.
Conclusion
George Brontén’s career is a masterclass in challenging conventions and staying curious. His lessons—about balancing technology with humanity, investing in personal growth, and questioning assumptions—are essential for sales professionals aiming to thrive in today’s fast-paced world. As sales continues to evolve, embracing George’s principles of learning and innovation can help professionals stand out and make a lasting impact.
