Sales: is it an art or a science?
In this guest edition by our Sales Vertical Leader in Spain, Chema Ballarín, we explore the delicate balance between human connections and data in sales
Hey, we are Ramón Rodrigáñez and Andrea Marino, Co-Founders at Nova, the Global Top Talent Network.
Welcome to Talent First, our newsletter where those who believe that talent is the most important resource in the economy get together.
Every week, we cover a new topic related to attracting, hiring, developing, and retaining talent, as well as the learnings from our journey building Nova.
After +50 editions written by us—Andrea and Ramón, we thought you would also enjoy a different perspective from time to time. That’s why we brought a special guest: this edition of Talent First is written by our Sales Vertical Leader in Spain, Chema Ballarín. The stage is all yours Chema! 👇
Summary:
Here’s what we’re covering this week:
Sales is both an art and a science. Success comes from balancing human connection with data-driven strategies. Learn about the different approaches in sales and how to effectively use both of these tactics.
Why is sales a great career? There is high earning potential, job security, career growth, and a mix of strategy and relationship-building that make it rewarding.
How to start in sales? Learn key methodologies, follow a structured process, leverage strengths, seek mentorship, and take action.
1. Is it sales an art or a science?
For years, the debate has continued—is sales an art or a science?
The truth is, it’s both.
If you're considering a career in sales, understanding this balance will help you not only transition successfully but also become great at it. Let’s break it down.
1.1 The Art of Sales: People first, always
At its core, sales is about people. Building trust, understanding customer needs, and guiding them toward the right solution is what makes a great salesperson.
✔ Emotional Intelligence is your superpower – The best sales professionals listen more than they talk. They understand emotions, ask great questions, and build trust. If you can master active listening and empathy, you’re already ahead.
Relationships drive sales – Sales isn’t about quick wins. It’s about long-term connections. Great salespeople earn trust by being authentic, helpful, and consultative—not pushy.
✔ Storytelling beats selling – People don’t buy features; they buy solutions to their problems. The best salespeople tell compelling stories that show how a product or service solves a real issue.
Key takeaway? If you enjoy working with people, helping them solve problems, and building relationships, you’ll thrive in sales.
1.2 The Science of Sales: A predictable, data-driven process
While sales relies on human connection, it’s also deeply analytical. Modern sales isn’t just about gut feeling—it’s about strategy, structure, and execution.
Data makes you smarter. The best sales professionals don’t guess; they use data-driven insights to understand their customers. CRMs, sales metrics, and automation tools allow you to make informed decisions.
Sales is a process, not luck.
Top sales teams follow structured processes like BANT, MEDDIC, and SPICED to qualify prospects and close deals efficiently. They refine these processes based on real results.
A sales funnel = consistent revenue. Sales isn’t about chasing random deals. It’s about following a predictable funnel: lead generation → qualification → discovery → demo → negotiation → closing. The better your process, the more predictable your income.
Key takeaway? Sales is a highly trainable skill. Even if you’re new, you can learn proven methodologies and use technology to improve faster than ever before.
2. Why Sales is an incredible career choice
Thinking about transitioning into sales? Here’s why it’s worth it:
Uncapped earning potential. Your compensation isn’t limited to a salary. Many sales roles offer commissions and bonuses, meaning the better you perform, the more you earn.
In-demand skills = job security – Every business needs revenue. If you know how to sell, you’ll always have opportunities. In fact, SaaS companies and startups are constantly looking for great sales talent.
Career growth & leadership. Sales teaches you critical business skills like negotiation, communication, and problem-solving. Many sales professionals go on to become founders, executives, or top consultants.
The perfect balance of people & strategy – If you enjoy working with people and using strategic thinking to drive results, sales is one of the most dynamic and rewarding careers out there.
3. Where to Start?
Learn the fundamentals
Understand key sales methodologies like SPICE, MEDDIC, or BANT.
Start with a process-driven mindset
Sales is about structure, not winging it. Find a repeatable sales process and follow it.
Leverage your strengths
If you’re great at relationships, focus on consultative selling. If you’re analytical, dive into sales metrics and optimization.
Get a mentor or coach
Learning from someone who has done it before accelerates your progress dramatically.
Take action
The best way to get good at sales? Start selling.
You’ll learn more in six months of real experience than in years of theory.
Let’s talk – Sales is a team sport
Sales isn’t a solo game—it’s a team sport where the best professionals don’t just rely on their own skills, but also on learning from others, sharing insights, and continuously improving.
One of the fastest ways to grow in sales is by surrounding yourself with a strong network—whether that’s mentors, peers, or a community of like-minded professionals. The best salespeople and revenue leaders aren’t just great closers; they ask for advice, exchange ideas, and seek continuous feedback.
If you’re transitioning into sales or looking to scale a revenue team, don’t go at it alone. Let’s connect. Whether you need guidance on structuring your first sales process, hiring your first reps, or simply want to explore if sales is right for you, I’m happy to share insights.
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