Olesya Travkina: Senior Sales Manager of Errecom

1) When and how did you discover your passion for sales deciding to turn your talent into a profession?

I have always had good people skills, so I decided to study Public Relations at university, which undoubtedly allowed me to strengthen my set-skills in communication, public relations, presentations, etc.
Once I finished my studies, I began working in sales and… never looked back! In my life, I have worked for very different companies: from promoting the services of a photography school to selling advertising spaces, until I arrived at Errecom, where I discovered my passion for B2B sales. Working in this type of market is very exciting because every day I am involved in activities that go beyond sales. The goal is to build partnerships with our customers, providing full support, and offering innovative alternatives to the final consumers. This way of working makes the difference. So much so that we have become a reference point for the market.

2) You have begun working in Errecom in 2009: would you like to tell us something about your adventure and the path that led you to be today the company’s senior sales manager who supports the top management?

I had only been in Italy for three months when I saw a job ad in a newspaper. The company was looking for a salesperson fluent in German, so I decided to apply! I had three job interviews: the first with the job agency, the second with the owner of Errecom, Luca Ronga, and the last one involved an exam with a language school that checked my level of German.
I am pretty sure that my Russian roots played a fundamental role in the recruitment process: Luca immediately realised the potential of that market and, obviously, a native speaker could have shortened the distance between his company and potential customers.
When I began to work in the company, however, Errecom was very different from what it is now. It was a company with only ten employees, two of whom worked in the sales team. We are talking about a much more intimate and less structured environment that, of course, led to pros and cons: on the one hand, there were a lot of career possibilities, on the other hand, everyone had to fully support the company and its growth. With my colleague in the sales office, for example, we used to replace each other, alternating business trips with back-office activities. It makes me smile looking back to the times when I had to help warehouse workers communicating with truck drivers who didn’t speak Italian, or the hours spent creating the first catalogues in different languages to describe Errecom products and make them more attractive. Even though it may have seemed a complicated time, from an organisational point of view, it was a fundamental step in laying the foundations to make Errecom the market leader. Personally, I have always worked with a goal: putting the customer’s needs first. Guess what? It paid off. If we think that I started my experience at Errecom with just two customers in my client portfolio and today, not only do I manage 15 markets, but I also coordinate the sales team in close contact with the top management, I would say that I have come a long way!
Over time, the company has grown, allowing us to aim for more global and challenging goals.
You never get bored at Errecom: the environment is very dynamic and stimulating!

3) How did your experience at Errecom influence your personal growth?

Working at Errecom has made me a more confident person. Today I know my worth and, to be honest, I have to thank Luca, who has been a great source of inspiration for me. His determination and audacity have taught me to never give up, that nothing is impossible!

4) Are there some specific events occurred in Errecom that have changed your career?

My adventure at Errecom is full of achievements and satisfaction, but there are two events, in particular, I would like to mention. The first is when I finally got positive feedback from a German client after having invested seven years of energy and efforts to gain his trust. The second is Chillventa 2016: the best exhibition ever! There were so many visitors and, on that occasion, I realised how much of a leap Errecom had made worldwide. When you get to the point where it is the customer who looks for you, showing interest in your products, it means that the work and efforts made up to that point have been worth it. These are the satisfactions that make me most proud so far, but I am confident that many more will come!

5) How much your Russian roots and international experiences influence your daily work? Do they help you at managing successful relationships with clients?

I pay a lot of attention to the culture and nationality of my clients. I think this approach is fundamental for a salesperson like me, who manages very different markets. In my life, I have met so many different cultures that I’ve learned how to adapt my communication to the specific case. With a German client, for example, the conversation is always very professional, unless there was an established partnership between us. Chinese customers, on the other hand, appreciate chatting about history and culture. With Japanese customers, instead, never insist too much! And above all, never hang up the call first, or it would be considered offensive! Anyway, I believe that we Russians are very flexible people that can adapt everywhere: I am a cosmopolitan, the world is my home, and I am sure that my clients appreciate it. Imagine being a customer and having to deal with someone who admires your culture and country. Wouldn’t you feel delighted about it? It shortens the distance and allows us to establish a relationship of mutual trust. I always try to bring relationships with my clients to the next level, obviously always respecting the limits defined by the client.

6) How difficult has been to make a career in a male-dominated field such as AC/R is? What are the main challenges you have faced, as a woman, to earn the trust of your clients?

Unfortunately, in general, people do not trust a woman that shows technical issues. That is why working in a male-dominated field is a constant challenge, but it has never frightened me! I am aware of my preparation and, indeed, I appreciate it when someone asks challenging questions so that I can prove my skills to the client, earning his trust. Luca and Nicola are very helpful, training their employees and responding promptly to specific customer requests when needed. Another great support for the sales team I want to mention is the R&D laboratory. And also, in some cases, even curiosity pays off! I am truly interested and passionate about this field, and I would like to learn more and more to offer my customers the solution they are looking for. After all, it was the eternal fight with prejudices and difficulties of this kind that made me a more prepared professional and, above all, aware of my value.

7) We know you have two beautiful children. How do you find a balance between work and family? It must be very challenging, especially working in sales as you do.

It’s not easy at all. Every time you come back from an overseas trip your children expect you to be present, not only physically, but mentally too. It does not matter how much tired you are. But you know how I have found a balance between family and work? Admitting myself I am not Wonder Woman! I have learned to delegate: after all, there is nothing wrong with asking for help! In addition, I believe that it is quality time that really matters. When I am at home, I disconnect from everything else, and even if I do not spend the whole day with my children, the moments we spend together are priceless! I love my job very much, and I want my children to learn that commitment and passion drive success.

8) According to your direct experience, what makes customers choose Errecom? What do they find in our brand that can’t find elsewhere?

Errecom is the market leader because it is always one step ahead. From the headquarters to the packaging: everything in Errecom is developed to be perfect. We sell very high-quality products that are also beautiful, and this is made possible by Luca’s creativity and the work of the Marketing department. Not to mention our Customer Care Service: the sales team is always available to help customers when needed. We train them, attend their exhibitions, and even meet their customers, to satisfy their needs and requests. Besides, we have the best price-quality ratio on the market and a range of products that none of our competitors have. Last but not least, I want to mention the importance of our R&D laboratory, which allows us to transform clients’ feedback into reality. It is also thanks to the know-how of our chemists that our brand is now appreciated in more than 130 countries around the world.

To conclude: Errecom is a future-oriented company, and this is the key to its success.

9) The pandemic has forced many companies, including Errecom, to find new and alternative ways of managing customer relations. What do you miss most about the pre-pandemic work routine? What do you consider to be positive, instead?

I miss travelling, meeting customers in person, and giving presentations in front of an audience.
What I do appreciate about this new way of working is that clients have reconsidered the value of a phone call. Also, I must admit that I have realised how convenient technology is: in certain cases, webinars and distance learning are really good alternatives. I hope that this will remain a modus operandi for handling some customer meetings even after the pandemic because it saves time and resources that the company can invest in other ways.

10) What are your goals for 2021? And within the next five years?

I would like to help the top management in organising the sales team in the best way possible so that it can work coordinated with the company’s goals. In addition, my goal is to invest a lot of energy in three particular markets on which I have very high expectations.
And, about my personal life goals, I would like to learn Hebrew and move house! For the next 5 years, instead, I would like to grow professionally and personally, improving my communication skills and some aspects of my personality. Also, I hope I will be able to spend some of my free time doing what I love: my biggest passions are hiking and photography.