Urvashi Sign: Mastering Sales in the India Market

Reframe Sales, India with Aditya Bhat Ep#5

Urvashi Singh, Director of Sales at Verloop shares her insights on the intricacies of selling in the dynamic and diverse market of India. We uncover the nuances that distinguish selling in India from other global regions and learn strategies to overcome common challenges.


The Indian sales market presents a unique set of challenges and opportunities. In this insightful podcast episode, our guest, Urvashi, shares her experiences and strategies for succeeding in Indian sales. From centralized decision-making to procurement negotiations, we’ll explore key tips and takeaways for effective sales operations in India.

Key Sales Tips from the Episode

1. Understand Centralized Decision-Making

Urvashi highlights the significance of centralized decision-making in the Indian market. Unlike many Western markets, decisions in India, whether regarding small or large budgets, often flow through a central system. Sales professionals must be prepared for slower decision-making processes in this context. This key insight highlights the need to manage expectations and map customer journeys accordingly.

2. Differentiate Local and International Products

Urvashi discusses the preference of Indian companies, especially enterprise clients, for local and international products. While some enterprises in India are willing to invest in premium international solutions, mid-market companies are more open to exploring Indian alternatives. Sales professionals should tailor their approach based on the client’s profile and budget.

3. Effective Relationship Building

Building strong relationships is a fundamental pillar of successful sales in India. Urvashi emphasizes the significance of establishing connections and trust. Personal relationships and networking play a vital role in India’s business landscape. Sales teams should engage in closed-door events, roundtable discussions, webinars, and other networking opportunities to build these essential relationships.

4. The Power of Discovery

Urvashi and Adi discuss the value of an ongoing discovery process throughout the sales cycle. Instead of restricting discovery to the initial phase, Urvashi recommends that sales professionals ask relevant questions and probe the client throughout the sales process. This approach ensures that salespeople have a deeper understanding of the client’s needs, enabling them to propose tailored solutions and demonstrate the ROI effectively.

5. Navigating Procurement Negotiations

Urvashi provides insights into dealing with procurement in India. She recommends keeping negotiation primarily for the procurement phase rather than the business contact. Additionally, when negotiating with procurement, consider it a win-win situation. If you offer concessions, request something in return. Understanding that procurement professionals often receive compensation based on the money they save can help you navigate these negotiations more effectively.


Navigating the Indian sales landscape is a unique challenge, but with the right insights and strategies, sales professionals can overcome obstacles and seize opportunities. Understanding the nuances of centralized decision-making, tailoring product offerings, building relationships, prioritizing discovery, and approaching procurement negotiations strategically can make a significant difference in the Indian market. Urvashi’s experiences and wisdom provide valuable guidance for anyone looking to excel in sales in India.

Episode Higlights

Continuous discovery

Urvashi talk about the importance of doing discovery throughout the sales process and staying in control of the deal.

Quality Outbound

If done correctly, outbound can be the path to large deals. Urvashi talks about how you can do quality outbound and the signals you need to look for before reaching out to a company.

Negotiation tactics

Getting over the procurement approval can be a significant hurdle in enterprise deals. Adi and Urvashi talk about saving the negotiation discussion for the procurement team instead of the business team.