Building Trust and Driving Sales Success
In this episode of Inside VNA, we’re diving into the world of sales leadership with Ritchie Peñada, the powerhouse behind Viscosity’s sales team. Ritchie shares his unique approach to keeping his team motivated, overcoming challenges, and driving success in a fast-paced industry. Discover how he balances innovation with relationship-building to make lasting connections with clients, and how his progressive leadership style fosters a collaborative environment that fuels growth.
Art of Sales: Combining Psychology and Persistence
Sales is part strategy, part psychology. Some people are driven by competition, while others thrive on building relationships. What gets you out of bed every morning in this role? Is it the challenge, the win, or something else?
For me, it’s the challenge and the thrill of knowing every day is different. I got my first taste of sales in the BPO (Business Process Outsourcing) industry, and the feeling of closing a deal and being rewarded for it stuck with me. The pressure is always there, but I see it as motivation—there’s always a ‘pot of gold’ at the finish line if you put in the work.
Negotiations can be tricky, especially when dealing with tough prospects. How do you handle tough negotiations? Have you ever had to switch gears mid-conversation to close a deal?
Definitely. Sales isn’t one-size-fits-all—some deals need a consultative approach, others demand a fast close. My strategy? Confidence, preparation, and knowing my product inside out. If I believe in what I’m selling, it’s easier to get others on board.
One challenge is cold calling, especially getting past gatekeepers. They’re trained to shut down sales calls, so those first 10 seconds are everything. I don’t just try to bypass them—I build a connection. A little rapport goes a long way, and sometimes, they end up being the key to reaching the decision-maker.
Everyone has that one deal that really tests them. Maybe it kept you up at night or challenged you in ways you didn’t expect. What was that deal for you?
The toughest deal I worked on involved a client who rejected my proposals three times. It was frustrating — emails ignored, no one picking up the phone. But I realized it wasn’t that my offer was bad — it was that I was talking to the wrong person. So, I shifted focus, targeting the real influencer instead of the C-suite. Once I got the right person on board, everything clicked. The person who had been rejecting me ended up signing the contract. It was one of those sweet victories—showing that persistence and knowing who you’re talking to can make all the difference.
From Telecom to AI and Oracle Cloud Solutions
Now, you’re selling AI and Oracle Cloud solutions. How does this compare to your previous sales experience in telecom or SaaS?
It’s a huge shift. My comfort zone was in telecom, so transitioning into Oracle Cloud, especially AI solutions, was challenging. My background in computer engineering helped me understand the tech side, but diving into Oracle database management and cloud services was a whole new world.
The real challenge wasn’t just grasping the tech—it was translating that knowledge into solutions that resonated with clients, showing how it solved real-world problems. It’s tough but exciting.
We talked about the importance of talking to the right decision-maker. What’s the key to showing them the real business value of Viscosity’s solutions?
For me, the greatest business value of Viscosity’s solutions comes from the credibility and relationships we build. Charles Kim really emphasizes that it's not just about promoting our services — it's about promoting the people behind them. It’s about showing the vision and the expertise we bring to the table. We don’t just talk about our offerings; we also highlight the work we've done, like the books we’ve written for clients. Establishing credibility is key because before you can attract and engage an audience, they need to understand who we are and what we can deliver. And this approach has worked — last year, we had 5 to 7 successful appointments with prospective clients because of this strategy.
Balancing innovation with risk is tricky, especially when helping clients take the leap. What’s the biggest hesitation companies have before embracing AI or migrating their databases?
Companies are often hesitant to change—they get comfortable with what they have and think, ‘If it’s not broken, why fix it?’ But the truth is, sticking with outdated systems—sometimes 10 to 15 years old—ends up costing them more. We help them see that sticking to old tech means missing out on opportunities to innovate and grow. With AI and modern solutions, they’re not just changing to survive—they’re evolving to accelerate their business.
Building and Leading a Successful Team
You’ve built and led a wholesale team in the Philippines. How’s that experience been, and how do you keep your team motivated to deliver consistent results?
It starts with how the team is built. I promote the Viscosity culture and remind my team that even when things get tough—like cold calling and no one picking up the phone—we need to keep pushing. Sales can be disheartening when you’re doing everything right, but it feels like nothing is clicking. But I focus on small wins—like highlighting great moments in their calls. This builds confidence. I remind them that if the right decision-maker picks up the phone, they’ll engage and book an appointment. I also encourage team collaboration, even in a remote setting. It’s about building a sense of progress, not perfection.
Sales Strategy Focus for 2025
What’s the key focus for your sales team this year in driving success?
Our main focus this year is strengthening relationships with potential clients. We’re not just reaching out to cold leads but building real connections with decision-makers. We’ve refined our approach to focus on follow-through—nurturing the leads we receive and engaging with the right people. We aim to build trust by listening to client needs rather than just pushing for a sale.
What do you believe sets Viscosity's sales strategy apart from the competition?
Viscosity stands out with our deep understanding of clients’ businesses and the flexibility of our Oracle-based solutions. We don’t just sell products—we provide tailored solutions to solve key business challenges. Our sales team excels in listening to client pain points, understanding their needs, and matching them with the right Oracle technology. We’ve built strong internal collaboration to foster continuous learning and growth. This year, we’re focused on strengthening client 
relationships and delivering a superior customer experience, offering Oracle solutions that competitors may not provide.
Ritchie Peñada is a Sales Manager at Viscosity with 13 years of experience in BPO and 7 years in sales leadership. Specializing in business acquisition and team management, Ritchie has a proven track record of driving growth, optimizing sales strategies, and coaching high-performing teams across industries.
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