Sonia Ferrer: From Leading 180 People at Factorial to Building Her Own Venture While Traveling the World

Spotify

In this episode of The Nomu Hour, we talk with Sonia Ferrer, sales consultant, trainer, and founder of Ventas con Sonia Ferrer. Sonia has helped companies of all sizes professionalize their sales teams and transform sales into a true strategic growth driver.

From intuition to process

For a long time, sales were associated with a sort of “natural talent”: charisma, charm, or instinct. Sonia challenges this idea, showing that sales can be learned and trained like any other skill. Just as athletes train and measure their performance, sales teams need processes, metrics, and constant iteration.

This mindset mirrors what we often see in startups. At Nomu Labs, we talk about iterating a product until it fits the market. Sonia applies the same logic to sales: iterating the pitch, the channels, and the value proposition until it really resonates with the customer.

The strength of the human factor

Despite the rise of digital tools, CRMs, and automation, Sonia emphasizes that human connection remains the differentiator. Truly listening, showing empathy, and building trust are what separate a one-off transaction from a long-term relationship.

This perspective aligns with platforms like Factorial, which aim to digitize HR processes without losing the human essence. Because even in an increasingly automated world, trust is at the heart of every buying decision.

Consultative vs. transactional selling

Another key point in our conversation was the shift from transactional sales —focused on quick closes— to a consultative approach. Sonia argues that today’s salesperson must become a strategic partner for the client, understanding their challenges and co-creating solutions.

For entrepreneurs, this shift in mindset is critical. Early on, the temptation is to sell fast to survive. But real growth comes when the client sees you as a partner rather than just a vendor. That relationship creates repeat business, loyalty, and advocacy.

The discipline of sales

Beyond mindset, Sonia highlights the importance of discipline. Documenting every step, analyzing conversion rates, learning from rejections, iterating pitches, and reviewing the funnel consistently. Sales is not about throwing darts blindly — it’s about building a system that delivers predictable results.

A disciplined process also reduces dependency on a single “star seller.” If success depends on one person, the business becomes fragile. But with solid processes in place, any team member can contribute to consistent results.

Key takeaways for founders and sales teams

Sonia’s experience offers clear lessons for anyone involved in selling — whether you’re a junior sales rep or a startup founder doing the first calls yourself:

• Sales aren’t an innate talent — they can be trained like any other skill.

• Listening well is far more powerful than talking a lot.

• A structured, measurable sales process multiplies efficiency.

• Loyalty and long-term relationships matter more than a quick win.

• Sales teams need to iterate just as much as products do.

You can explore Sonia’s work further at Ventas con Sonia Ferrer or connect with her directly on LinkedIn.