Miroslav Rendko is the commercial director of Slovenské elektrárne, who started from scratch after the revolution – by selling directly on the street. Through his own entrepreneurship and work in international companies, he gradually worked his way up to the energy sector, where he has been working for more than 17 years. What he loves about business is the freedom, diversity and working with people. He believes in fairness, a personal approach and the ability to learn from failure. As he likes to say, a good salesperson has to earn the customer.
How did you get into sales?
After finishing university and completing military service (which was still mandatory back then), I realized in my first job that sitting in an office was definitely not what I wanted to do. I enjoyed working with people and having personal contact with them. I literally started on the street — together with a friend we opened a small business and tried to sell anything we thought could be in demand. It was right after the revolution, so there was no shortage of ideas. In the beginning, we sold mainly food, later textiles. The experience I gained helped me later win a selection process for a sales representative at a multinational company dealing with technical, medical, and food-grade gases (4 years at Messer Tatragas and then 11 years at Air Products). For the past 17 years, I’ve been in the energy sector, responsible for commodity sales and related services.
What do you enjoy most about sales?
As I mentioned, it’s working with people and the diversity of the job — you never have two identical days because new challenges constantly arise. And the biggest joy? Signing a contract, of course, but also successfully delivering related projects and receiving recognition from clients.
Do you remember your funniest sales moment?
There were many, of course, but one man really amused me. He once called me saying he listened carefully to my webinar and wanted to buy electricity from us for next year — “tomorrow at lunch, or maybe sometime at night.” At first I didn’t understand, then I started laughing because the webinar was about the possibility of buying electricity (or gas) several years in advance at a fixed price, or taking a risk and buying on the short-term daily market (SPOT), where prices are known only for the next day and change every hour. I showed on a chart that prices are usually lowest during lunchtime when there’s a lot of sun, or at night when demand is low. The gentleman put those two things together and came to that very funny conclusion.
Which tools or technologies do you use most in your work?
For me, personal contact has worked best. That still matters in Slovakia, although lately many people rely only on Excel — they compare one selected parameter (usually the premium over the exchange price) and ignore other parts of the offer or the supplier’s quality.
How long have you been working in sales?
I started right after the regime change, so it’s been about 35 years. There have been many changes. Buyers in larger companies are much more trained, use various comparison methods, and demand comprehensive services from suppliers. On the other hand, smaller companies still rely on “help from the state” that should guarantee them “cheap energy,” so they don’t have to deal with anything.
What do you love about sales – and what drives you crazy?
What I love about sales is the freedom, I’d call it that. A salesperson is (or should be!) paid based on performance and not for sitting in an office, so they plan their time and decide where and when to go. If you’re good and a bit lucky (luck usually favors the prepared), you can get everything done much faster than less skilled colleagues and you don’t need to spend long hours in the office or drive around until evening.
What I can’t stand is when companies undercut the market just to gain bigger share but at negative margins. That makes no sense. I’ve seen many bankruptcies or business closures like that throughout my career. They leave only a “bad aftertaste” and sadness for those who trusted them — because behind a suspiciously low price, there is always something hidden.
What qualities do you think make someone an exceptional salesperson?
Persistence, willingness to learn new things, understanding what they sell, and being able to move past failure — because just like in sports, only one can win.
What’s your favorite type of client?
Those who communicate openly, keep their word, and don’t mislead on purpose — because there’s a huge difference between negotiating and lying. If I find out someone lies, I’m very cautious moving forward, if I even meet them again at all. As my colleague says, a customer must deserve a good salesperson.
How do you handle rejection or challenging situations?
You have to learn to live with it and work on it. Don’t take losses dramatically — instead, learn from them and try to do things differently next time.
What’s your motto or advice for newcomers in sales?
Sales (field sales, especially) is essentially about working with people, and a positive attitude and approach towards them is essential. Then, as I mentioned, it’s important to know your products — there’s nothing worse than a salesperson who gets caught on every second statement or just recites memorized phrases and doesn’t ask what the customer really needs.
