In the latest episode of The Nomu Hour , we chat with Gisela Moreno Mellado , founder of SDRs de Spain , a project that promotes outsourcing and training for sales teams. Gigi takes us on her journey, from studying Slavic philology to leading sales strategies in the tech sector. A conversation packed with insights about sales, authenticity, and how to build business relationships based on real trust.

From Russian literature to SaaS

What began as an almost accidental career choice (inspired by a conversation while taking out the trash) transformed into a story of constant reinvention. From working as a receptionist at a language school to working at IAG in London and in recruitment for banks, Gigi built a solid foundation in communication and customer service, unaware that she was training in sales.

“I didn’t know I was selling, I thought I was a receptionist… but I was filling all the classes.”

Consultative selling as a philosophy

One of the episode's biggest takeaways is its focus on consultative selling . Gigi rejects the traditional sales model based on volume and automation and emphasizes the importance of listening , understanding the customer's problem, and deciding when to disqualify a lead. As she says:

“Selling isn't about sending 700 emails. It's about listening and seeing if we're a good fit. Period.”

This approach becomes even more relevant when we consider Nomu Labs ’ mission: to reconnect businesses and people with meaningful technology , not cold or impersonal processes.

One shot or follow up?

Gigi talks to us about the concept of one shot : closing a sale in the first meeting with an irresistible proposal. Although she admits it's not always possible, she emphasizes that shortening the sales cycle should be a priority if the product allows it. However, she also acknowledges its weakness: follow-ups.

“Do as I say, not as I do. Even if I don't do them, do follow-ups.”

Automation yes, but with a head

Another of the episode's major segments revolves around sales tools and excessive automation . Gigi defends technology when there are already validated processes, but criticizes the use of automation without first speaking to the market.

“You're automating what doesn't work. Make ten calls. Learn.”

SDRs in Spain: Collaboration above hierarchy

Today, Gigi leads SDRs de Spain , a network of freelance SDRs based in Spain and Argentina. She rejects the traditional "manager" role and embraces collaboration and transparency.

“I'm not anyone's boss. We're independents who work together because we believe in what we do.”

Her experience has also been a master's degree in people management: she went from managing 14 SDRs remotely to consolidating a more sustainable and humane model.

Key Takeaways

• Selling is helping : understanding the customer is more important than following a script.

• It's not all about volume : before automating, validate with real calls.

• Consultative selling is key , especially in complex sectors like technology.

• Human relationships matter more than ever , even in a digital environment.