In Sales Leaders Talk we bring you an interview with Andrea Hrušovská, founder of HR4U. She got into sales through human resources – and it was there that she understood that if you really want to make a difference in a team, people have to “buy in” first. She therefore sees sales as a service, not as manipulation. She enjoys finding tailored solutions, developing long-term relationships and constantly learning. In the interview, she reveals what her first cold call taught her, what type of client she likes best, and why sales should be taught in elementary school.
How did you get into sales?
My primary background is in human resources. And the first thing that comes to mind: even the phrase “to sell information” means that employees – people – “buy” it from you, accept the invitation to join the journey, and together you head toward the same goal. That’s what a company is about: a team delivering value to the client, and employees have to “buy” into that – something very few people realize.
On top of that, I received excellent sales training daily when my older son was born. He negotiated with me even before he could speak. That’s why I believe sales and sales skills should be taught in elementary school from the very first grade – and should be honed and refined continuously. Everyone needs them like salt.
What do you enjoy most about sales?
I run a consulting company, and what fascinates me most about sales is the process of truly understanding the client’s needs and then finding a solution that fits perfectly and brings real value. I love that winning moment when a potential opportunity turns into a successful collaboration.
I adore the creative part of preparing for a client – the part where I can explore unique approaches. Every client is different, and every situation requires a specific mindset. It forces me to constantly learn and adapt. Plus, the communication with the client and the dynamics of the conversation are incredibly motivating for me. Ultimately, it’s about people and how I can help them succeed.
Do you remember your funniest sales moment?
Of course I do! It was during my university days when I was selling insurance. After an intense week of training, I came to the office and was handed a list of contacts to call. The very first number I dialed was answered by a lovely lady. She gave me a bit of a hard time, but eventually agreed to a meeting. It felt like such an amazing victory – I’ll never forget that moment!
In the end, she didn’t sign the insurance policy because she already had one, but to this day, I’m grateful to my boss for setting that up for me. My first cold call – perfect preparation and immediate success! Now I know it was staged, but back then it felt like a real win.
Which tools or technologies do you use most in your work?
Today’s consulting world can’t function without modern tools. In my work, I rely heavily on CRM systems and various artificial intelligence (AI) tools. They are crucial for effective client relationship management and process optimization. These technologies allow us to stay competitive and deliver top-notch services.
How long have you been working in sales?
I’ve been working in sales and business development for over 10 years. Since founding my own company in 2014, I’ve been actively building business relationships and developing the business.
What do you love about sales – and what drives you crazy?
I love the moment when I see a smile on a client’s face – the moment they feel confident that they’re in good hands. That feeling when I know we’re delivering exactly what they need – whether it’s training, coaching, HR strategy, or other services – all at fair prices and top quality. It’s about building trust and knowing we’re a true partner to the client.
On the other hand, I can’t stand opportunists. I mean those who pretend to be clients, organize pro forma tenders, and ask for proposals even though both sides know it’s just a paperwork exercise. Early in my business, I sometimes agreed to these, even when I suspected it wasn’t a real opportunity. These days, I simply don’t play those games anymore.
What qualities do you think make someone an exceptional salesperson?
In the world of sales, I believe a truly exceptional salesperson is distinguished by a set of key traits that go beyond standard sales techniques. At the core is the ability to listen actively and empathetically. It’s not just about what the salesperson says, but more about what they can hear and understand from the client’s needs. This skill enables a deeper connection – let’s call it a “connection with the client’s soul” – which helps build a genuine relationship based on trust and understanding of not only business needs but also human motivations.
Closely tied to that is the art of asking the right, well-thought-out questions. These questions uncover not only obvious but also hidden needs and challenges, allowing for truly tailored solutions. Additionally, an exceptional salesperson is always honest and transparent. They only promise what they can genuinely deliver, which builds a strong reputation and long-term trust. Fairness and ethical conduct are priceless in sales because clients value partnerships based on integrity. Ultimately, these traits transform a salesperson from a mere vendor into a trusted advisor and partner.
What’s your favorite type of client?
My favorite type of customer is the one who, over time, becomes not just a long-term business partner but eventually a friend. For me, that’s proof that the collaboration was built on real trust, mutual respect, and shared values. These relationships go beyond regular business and bring not only professional satisfaction but also personal enrichment.
How do you handle rejection or challenging situations?
Rejection is a natural part of sales, and I see it as perfectly normal. Most of the time, it just means the client doesn’t need my services at that particular moment. It’s not the end – quite the opposite – it’s a great opportunity to build a relationship if the potential is there for both sides. Rejection is part of the sales process and, of course, it happens much more often than successful deals. For me, it’s simply information that I can analyze and learn from.
What’s your motto or advice for newcomers in sales?
My main advice for sales beginners would be this: a rejection is a rejection of the service, not of you as a person! It’s important to understand that rejection occurs much more frequently than closing a deal – easily ten times more. So it’s crucial to accept it as a normal part of the process and not let it discourage you.
Besides this mindset, I believe empathy and active listening are absolutely key. If you can truly understand what the client is looking for and needs, you’re already well on your way to success. It’s not about selling at all costs – it’s about finding a solution that brings real value to the client.
