Salman Mohiuddin

Enterprise Account Executive, Marketing Cloud (Financial Services)

Helping sales pros + teams build healthy pipeline to close more deals faster | Sales Coach + Trainer @ SSA | 17 years as a quota carrier | ex-Salesforce, Asana and IBM | Interview Ace

Problem before Product. 

17 years of tech sales experience as an SDR + AE at Salesforce, IBM and Asana all as an individual contributor. There’s more 👉

Currently Founder at Salman Sales Academy.

#1 Sales Influencer in Canada 2025 (source: Favikon)

Coaching and training AEs, SDRs, BDRs + sales teams to find and close more deals.

Started as an SDR in 2006, moved to AE in 2007.

6 years at IBM
- SDR 
- SMB + MM AE
- small Enterprise AE

7 years at Salesforce
- MM AE (new logo)
- Enterprise AE

2.5 years at Asana
- Enterprise AE 

2 years at startups 
- SMB AE (new logo)
- Enterprise AE

I currently coach + train AEs, AMs, BDRs, SDRs and Sales teams on prospecting, problem enablement, discovery, demos, deal strategy and interviews.

DM me for:

- 1:1 Sales coaching 
- Sales team coaching + training for your company
- 1:1 Sales interview consults to help you land an offer
- Speaking engagements or sessions for your company
- Podcast guest 


✅ Widely recognized as a master prospector & hunter

✅ Experienced in consultative selling to C-level, Information Technology (IT), Marketing, Ops, HR and more.

✅ Sales Interview Ace - the interview playbook I've built has resulted in an 80% success rate in interviews

✅ Possess an Honors B.A., Economics

[Sales COACHING]

➡️ Problem Enablement [build confidence in truly understanding your persona and the problems your solution solves for]

➡️ Prospecting [cold email, cold calling, warm calling, objection handling]

➡️ Discovery [full 5-step discovery framework to help lead your calls with confidence and in the flow of the conversation]

➡️ Demos [full demo framework, engaging demos, justifying spend, taking control of deals, PoC/Pilot strategy, etc…]

➡️ Deal Strategy [multithreading, uncovering power, executive alignment + engagement, quantifying pain, business case, negotiation, dealing with objections throughout cycle, taking control of your deals, champion building, mutual plans, forecasting, etc...]

➡️ Interviews - I've refined my interview playbook that has help 80+ folks land offers [interviews, mock cold calls, mock discovery, mock presos, territory plans (that will wow a hiring manager)]

I've built an entire Sales playbook from prospecting to close in everything in between based on my 17 years of experience as an individual contributor in tech sales.

No fluff. All actionable sales insights and content, with real examples, that you can start using right away in your role and see immediate results.

Check out the coaching programs and testimonials here:  www.salmansales.com

or DM me. Happy to help.

Founder

Helping AEs, SDRs + Sales teams find and close more deals. 🚀 Boosting income and revenue. 

17 years of tech Sales experience, all as an individual contributor. I've been in your shoes as an SDR, Commercial, and Enterprise AE at companies like Salesforce, IBM and Asana. In the trenches. Exceeding targets. Even in economic downturns.

Documenting all of my learnings, I've built out a Sales playbook. Now I want to give back to YOU.

I teach individual contributors + Sales teams on how to sell better, exceed targets, boost income / revenue, and accelerate growth. All with actionable Sales content and insights that you and your team can start using right away. Seeing immediate results.

My AVP at Salesforce to me on last day of the fiscal year: “Thank you for not listening to me.” 😐

Let’s roll the clocks back 9 months prior.

I took over an account. Not just any, but the largest bank in the country.

My AVP - who was the AE on the account years ago - pulled me aside my first few weeks in role and said, 

“Salman, just take down the small deal in this account. We’ve sold them almost everything.” 

Not exactly what I wanted to hear from my AVP when I took over the account.

They’d already invested quite a bit with us, I get it. But I had a quota to hit. A big one.

Nobody thought we could sell them more. 

There was a small opp… and they recommended I just take it down

and move on.

……………………………………………..

Well, here’s what I did to prove them wrong 👇


BACKGROUND CHECK

- spoke to the CSM, SE, Core teams
- specialists, external partners, SI’s, etc…
- to get the lay of the land across the account


- identified a segment that had whitespace
- it was their Wealth management division


BUILT A POINT OF VIEW

- did some initial digging and discovery
- built PoV on how they may be losing rev to competiton
- because of insights not captured in real-time on digital channels


STARTED WITH THE PROBLEM

- focused on this business challenge
- uncovered a exec priority at risk because of problem
(increased market share)


MULTITHREAD

- the PoV + disco helped gain meetings with Dir/VPs
- leveraged our internal x-functional teams
- SE, CSM, Business Value, Product mgmt, etc…


VALIDATION + ALIGNMENT

- business problem, impact to the business
- uncovered metrics important to each stakeholder 
- how said metrics were being affected by problem
- impact to business if nothing actioned on


CUSTOMER’S BEST INTEREST BEFORE OURS

- shared pros and cons to each option
- options included ones that wouldn’t work in our favor
- we didn’t take one side or other, which built trust


CO-CREATED BUSINESS CASE

- with our champion
- got buy-in from each stakeholder


MUTUAL PLAN

- which was truly MUTUAL 


NO BUDGET WAS ALLOCATED

- we uncovered a problem that put a priority at risk
- they dug up budget from other areas of business

………………………………………..

The result?

Our champion achieved the 1% club, because of the impact the platform had on their segment.

I closed one of the largest deals of my career 

because our internal teams worked together to solve a big problem.

Hit almost 200% of my number (when I was told to take down the small deal)


The deal came on the last day of the fiscal year and the AVP sent me a message,

“Thank you for not listening to me”

………………………………………………………

I took my AVP’s statement at the start of the year as a challenge.

Don’t let a few words stop you from accomplishing something you believe you can do.

Helping Sales Pros Close More Deals + Crush Quota | 17 Years as an AE | ex-Salesforce, IBM + Asana | Founder, Salman Sales Academy | #1 Sales Influencer in Canada 2025

graphical user interface, text, application, chat or text message

If I started a new AE role tomorrow, I wouldn’t open the CRM.

I wouldn’t review the product slides (for now). 
I wouldn’t watch demos of features & function. 

Here’s what I would do instead in my first two weeks (and why it works) 👇


1. Find the top 3 AEs in the org
 Buy them a coffee (virtual or not) and ask:
 → “What are you doing that others aren’t?” → “What would you do differently if you had to start over?”
 I used to let ego get in the way of these convos.
 I realized: replicating what already works saves you months of trial and error.


2. Skip product enablement (for now)
 You’ll get flooded with features anyway.
 Start with problem enablement.
 Build a simple doc:
 → choose 3-5 buyer personas → list out real problems they face
→ (not capabilities, jargon or buzzwords)
→ understand how they typically tackle them today → map out the negative impact on them and business  → identify what metrics they care about/how affected 
Document how those problems show up in their world.
 This helps you speak the prospects language, when everyone else is just pitching features.

Prospects will think “this person gets me”.


3. Study your competition (and status quo) 
Not just from a deck, go deeper:
 → where they win → where they fall short → what your product does better → what problems your differentiators actually solve

👆 that last one is the most important
 You can’t stand out if you don’t know what you’re up against.


4. Master 3 customer stories
 Not surface-level. Break it down:
 → what problem were they facing → what negative impact it had (think metrics)
→ bonus points if there was a priority it put at risk → what changed after they used your product → what were the positive business outcomes

(make the champion the hero)


5. Meet your internal teams
 SDRs, SEs, CSMs, Legal, Deal Desk, Partner team, etc
 Ask them: “What can I do to make your life easier?”
 It builds trust fast, and that pays off when deals get complex.

…………………………………

Do these 5 things and you won’t just ramp up super fast 
you’ll build your internal brand.


P.S. Problem Enablement (2) is an absolute game changer… my clients ramp up SO much faster

Got a verbal from a prospect, “We’ve decided to move forward with your platform.” My response:

“Sounds great! I’ll send over an order form later today.”

I forecasted the deal for the month and told my manager the good news.

Got the internal approvals and sent it out.

One day passed. Nothing. Two days. Crickets.

Finally got a hold of them:

“When can we expect a signed order form?”

Prospect: “It’s not that simple. We’ll need to go through vendor approval. You’ll also be hearing from InfoSec to fill out some forms. Plus, we need to get in touch with legal to discuss the MSA.”

Me: “How long do you think that’ll take?”

Prospect: “I’ve seen it take as little as 6 weeks and as long as 6 months.”

Head down. I had to break the news to leadership on a deal I’d committed

👆 This situation happened more than once for me earlier in my career. Lesson learned.

................................................

Don’t assume a deal is done because a prospect gives you the thumbs up.

It’s on us to uncover their buying process, early.

You could try something that sounds like this:

You: “Linda, you’ve been with the company for 5+ years. Fair to assume you’ve been part of evaluations like this in the past?”

Prospect: “Yup.”

You: “Could you walk me through how you typically evaluate, decide, and purchase tech? What are the steps and who’s involved?”

..................................................

Or something like this, for more complex deals:

“Linda - working with customers like you, I’ve noticed that once a platform gets the green light, there’s often a vendor onboarding process

which could include InfoSec, privacy assessments, and potentially getting legal involved.

Is that something you anticipate and if so could you walk me through the process and who’s involved?”

...................................................

Get ahead of the process in your deal cycles.

It’ll save you a headache and heartache.


P.S. who’s heading over to Sales Enablement Summit in downtown Toronto today?

See you there!

Was at a conference yesterday and had 60- seconds to pitch a Sales Enablement leader I’d never spoken to before.

I had to run to a meeting and the next session was about to start.

Wanted to try to catch the leader whom I heard from someone else said she was looking for training for her team.

No time to qualify or run any discovery.

Just a shot to earn her trust (and a next step).

Here’s what 23-year-old Salman would’ve said:

“Hey Linda, heard you’re looking for sales training. I can help streamline your manual processes, help with your sales execution and increase win rates.”

😐


Here’s what 27 year-old Salman would’ve said:

“Hi Linda, how are you? What inspired you come to the conference?… that’s great. Hey I heard you’re looking for training. What are you hoping to accomplish?”

😐


Here’s what 42-year-old Salman actually said:

“Hi Linda, how are you enjoying the conference so far?”

Linda: “Going really well.”

Me: “Hey, know we got a minute before the next session. Just wanted to say I was on your website and I love how you focus on the problem you actually solve for.”

[I talked through the specific problem they solve for with no buzzwords, no product jargon]

“It’s refreshing to see that because I don’t very often.” I said


Linda: “Really appreciate that. I’ll definitely share what you just said with my internal team.”

Me: “Thanks. Ya the thing I see today with a lot of sellers is that they tend to focus more on the product vs truly understanding and articulating the problem, in the prospects language not their language.”

Linda: “You’re right…. we should connect.”

Me: “Know we have to run but let me send you a note and we can find some time, sound good?”

Linda: “Let’s do it.”

She smiled the entire convo.



Problem before product.

Sandy Zhen

Recruiting & Coaching by Zhen Inc

Founder & Sales Recruiter (US & Canada only)

MeazureUp

Sales hire #2 while joining company as employee #14
Sold to mid market & enterprise segment, large chain businesses across Canada & the U.S

Account Executive

Ritual.co

#1 AE ranking among a team of 9 account executives 
Broke company record of most closed won deals in month of October 2020, 420% above quota. 
Acting as a quasi-sales manager to other AEs
Major contributions in sales playbook & cold calling scripts 
Mentored and coached incoming sales hires 
Acted as the liaison between the sales function and product & marketing team

Jobillico | You'll be happier

Jobillico is a recruitment network partnered with Google Jobs and the Canadian Job Bank to create a better match between companies and job seekers. My role is to entice HR professionals to complement their existing hiring tools with the platform that is home to 10,000 hiring companies and 3 million job seekers. 

- Prospecting with inbound leads provided by marketing research team 
- Self initiated 30% of leads through research
- Average of 80-100 outbound calls / day to qualify leads  
- Book appointments for the Account Executive team 
- Average of 45-60 appointments booked per month

Sales Development Specialist

HomeStars

HomeStars is a network for homeowners to post reviews for contractors, separating the best businesses from the worst. I worked with service professionals in the home industry to build their reputation online with their past customer reviews. Happy to have served 120+ clients among small, medium and enterprise businesses to improve their SEO, advertise through word of mouth and generate more work projects! 

- Products; Brand Builder Program & Lead Driver Program 
- Prospecting; average of 100 outbound calls / day to find potential clients                      
- Educate clients on word of mouth advertising through reviews on HomeStars.com 
- full cycle sales from prospecting, closing & providing tips to succeed on platform
- Upsell subscription services with add-ons
- Negotiating subscription prices using least amount of discounting possible 
- Annual attainment of 122% above target

Virgin Mobile Canada

Acting Manager

Top Performers Award Winner (Presidents Club)

Worked for one of Canada's best cellular services provider, a Bell company. Every day my duties included helping members with their account inquiries, billing issues, technical errors and sold cellular devices, home internet and new rate plans. 

- Educate new customers on the Virgin Mobile LTE network 
- New activation monthly attainment 100-135% 
- Review existing customer accounts & discussed renewal options 
- Upgrade sales monthly attainment 150-200%
- Upsell & cross-sell to exceed multiple metrics of accessories and warranties 
- Resolve customer complaints & discovering sales opportunities in difficult situations 
- Member Experience follow up; Ensure customer satisfaction through callbacks while pitching additional products 
- Cold called customer database to generate in-store traffic & referrals 
- Mentored and trained new hires
- National recognition for best member experience through customer surveys
- Consistently remained in Canada's top 2% best sales rep

Retail Sales Consultant

Cash management
Sell bank accounts, credit cards & travel insurance 
Promote RBC Mortgages & refer to mortgage specialists
Provide preliminary advice on diverse investments & referred clients to financial advisors

Client Service Representative

WOW! mobile boutique

Sell mobile devices and monthly rate plans for Koodo, Fido, Rogers & Telus 
New activation & renewal sales 
Post-Sale Calls - checking in with customers regarding purchases and in-store experiences

Sales Representative

Wilfrid Laurier University

Research Assistance in departments of social and developmental psychology 

- Aided graduate students with literature reviews 
- Conducted social experiments & data analyses 
- Brainstormed methods to recruit participants 
- Coordinate schedules for research studies 
- Tutored students in social psychology & statistics 
- Proctored 2-3 exams/ semester

Research And Teaching Assistant

ACTV8 Marketing

Encourage customers to apply for the President's Choice Financial Mastercard 
Attach balance protection plans to sales

Contact: sandy@recruitingcoachingbyzhen.com

Recruiting - I recruit top sales talent for companies across Canada & the U.S. I have a successful track record of placing SDRs and AEs into companies within 30 days. DM me to inquire about having me assist with finding rock star talent. 


My Super Powers: Mentoring & Connecting People
📌[MENTORSHIP/SALES ADVICE]  
Being in sales for 5+ years, I still have so much to learn but have a hand full of tips and tricks that keeps me employed in the sales tech space. Happy to mentor any emerging sales professionals or trade sales secrets with veterans 🙋🏻‍♀️ 🌟 
[INTRODUCTIONS TO PEOPLE IN MY NETWORK]
📌 I genuinely enjoy connecting people with each other to further their possible synergies. Happy to make someone’s day by introducing you to someone that could help your professional or personal goals 

🚀 [FUTURE GOALS] 🚀 
My ultimate goal is to be a founder of my own software company one day. In the past 4 years, I have been qualitatively designing a sales training software. I often day dream about the day it launches and the number of sales professionals it can help! With this goal, networking to build a large following on Linkedin is important. I help as many people as I can to curate relationships and connections that will aid my software launch in the future. Super open to connect and chat with anyone in various industries, roles or backgrounds. I am open minded to talk to anyone as I love creating opportunities. Firm believer in an equal give and take interaction to network. The best way to network is to help people. 🙏🏻

I love sales, entrepreneurship and all things that fall under hustles 💪🏻 much enjoy meeting new people and discovering their passions as well. what’s your passion? Let’s connect and chat (I accept all invites)

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Salman Mohiuddin

Sandy Zhen

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