5 Essential Sales Lessons from Deel’s Director of Sales Development Matt Thompson

Advice, Runway Podcast

In our latest Runway Podcast episode, we had the pleasure of chatting with Matt Thompson, the Sales Development Director for EMEA at Deel, and let’s just say—he didn’t hold back on the sales wisdom! Scaling one of the fastest-growing sales teams in the world is no easy feat, but Matt makes it look effortless. Whether you’re building a scrappy startup sales squad or looking to fine-tune your process, these five lessons from Matt will have you rethinking your entire sales strategy (in the best way possible).

1. Make it Personal

Tired of cold emails that sound like they were written by a robot? Yeah, so are your prospects. Those messages that start with “Hello reader” are unlikely to move any needle of any sort. Matt’s number one rule: personalise everything. Forget the cookie-cutter outreach—it’s time to get specific. Whether it’s a LinkedIn message or a good old-fashioned email, do your homework. Mention something from their latest blog post or comment on that big win their company just announced. You could even throw in a personalised video or voice note – use discretion of course. The goal? Make each prospect feel like they’re not just another name on your list but rather someone you’ve taken the time to understand.

2. Start with an Inbound Sales Team

If you’re a startup looking to build a sales team, Matt’s advice is simple: start with inbound before you dive into outbound. Why? Inbound leads are like low-hanging fruit—they’re already interested in what you’re offering, and they’re often more qualified. Focus on capturing and converting that demand first. Once your inbound team has nailed down a process, then start layering in outbound efforts to expand your reach.

3. Foster a Balance Between Competition and Collaboration

Sales teams love a bit of healthy competition, but Matt Thompson stresses the importance of blending it with collaboration. Think clear territories, defined goals, and a sense of ownership for each rep. But don’t forget to throw in some shared team goals and incentives. Because when your team is working toward something bigger together, they’re more likely to celebrate each other’s wins—and smash those targets while they’re at it.

4. Make It A Game!

Look, commission alone isn’t going to keep your team buzzing day in and day out. Matt suggests gamification—turning routine sales activities into fun challenges to keep things interesting. But it doesn’t stop there. Pair those daily competitions with a solid career progression plan. Salespeople want to see the path ahead, so give them something to strive for beyond just hitting their quota. When your team can see the bigger picture, you’ll have a bunch of motivated, growth-minded sales reps hungry for success.

5. Quality Over Quantity, Every Time

We’ve all heard it: sales is a numbers game. But according to Matt, it’s time to rethink those numbers. Instead of obsessing over how many calls or emails your team is cranking out, focus on quality metrics—think of meaningful conversations and high-quality leads. The goal isn’t to be busy; it’s to be effective. When your team starts measuring success by how much value they’re adding, that’s when the real magic happens.

Sales, But Make It Human

Matt’s approach to sales is a breath of fresh air—it’s all about people – and that’s like why it’s been successful! Matt’s strategies remind us that sales isn’t just about numbers. It’s about building relationships, fostering growth, and creating real connections.

If you’re ready for more of Matt’s insights, be sure to check out the full podcast episode—it’s packed with even more gems you won’t want to miss: