Today I had a chat with Alston Foo Yaw Hong, our Head of Sales APAC.
Alston, thank you for joining us today! To start off, could you describe your role at Swisslog Healthcare?
Alston: Of course! Sales operations involve managing the flow of tasks, communication, and data that support the sales process. Working efficiently, we ensure our sales ops team meets targets and maintains a strategic oversight of our sales channels, serving the revenue goals of our company. As Head of Sales in APAC, my role involves overseeing sales operations across multiple countries in Asia. Together with my sales operations team I manage two types of sales channels: direct sales, where we sell products or services directly to customers, and distributor sales, where we work through local partners or distributors to reach the market. Our sales ops team plays a vital role in aligning our sales activities with broader strategic company goals, data management being one of its key functions. My job is to balance both channels, ensuring that we meet sales targets while building strong relationships with clients and distributors.
That sounds like a lot of responsibilities. Could you walk us through a typical day or week in your role in sales operations?
Alston: No two days are the same, but typically, my work is divided between strategic planning, field visits, and maintaining communication with our customers and distributors. I might spend part of my week preparing sales forecasts, setting targets for the sales operations team, and reviewing performance data from different regions. This helps me identify which markets need more focus based on their sales operation’s metrics and customer feedback.
The rest of the time, I’m either traveling to meet key accounts directly or visiting distributors to offer guidance, training, and support. There are also days spent negotiating contracts, participating in product launches, or attending trade shows.
Ok, I see, sales operations are the backbone of a successful sales strategy, particularly in the specialized field of healthcare automation.
Alston: Yes, you are right. By enhancing the efficiency of the sales process, equipping teams with the necessary knowledge and tools, and leveraging data analytics, sales operations play a critical role in driving revenue growth and ensuring customer satisfaction in this complex and competitive market.
How do you manage your team?
Alston: Teamwork is the foundation of sustainable success. Successful projects are built on collaboration. From development to sales to implementation. Our sales operation team consistently works closely with internal technical teams and support us to ensure that the solutions we provide are tailored to meet the precise needs of each customer.
You mentioned traveling, how often do you travel for work, and what kind of places do you visit?
Alston: I would say I travel about 40-50% of the time. Asia is a huge and diverse market, so I frequently travel to major business hub in Singapore where our main offices in APAC is based. I also visit emerging markets in Southeast Asia, like the home ground Malaysia, Vietnam, Thailand, and Indonesia, where distributor relationships are crucial for market entry and growth. I do visit the important market like Japan, Australia, Hong Kong, Taiwan, and India. The project funnel in these countries is very strong.
The travel aspect is rewarding but challenging, as every market has its unique business culture. One week, I might be negotiating contracts with large clients in Singapore, and the next, I’m in Hanoi, Vietnam training smaller distributor teams on the latest products. We are also supporting our local partners in trade shows and exhibitions throughout the year.
