How Veeba built its first sales team without a playbook
When Veeba’s founder, Viraj Bahl, set out to build his first sales team, he didn’t have the luxury of a structured hiring playbook or access to market data. What he did have was a burning passion to revolutionize the food industry, a keen sense of intuition, and a willingness to take calculated risks. In this candid interview, Viraj shares the unconventional story of how he built his first sales team from scratch, relying on trust, referrals, and street-smart hustle.
The Unconventional Hiring Process
Viraj’s journey began with a simple yet bold move: he hit the streets. Literally. He and his team would visit local kiranas (small, family-owned grocery stores) in Mumbai, engaging with owners and customers, and building relationships. This grassroots approach allowed them to tap into the pulse of the market, identify potential customers, and gather valuable feedback.
“We didn’t have LinkedIn profiles or resumes to sift through,” Viraj recalls. “We relied on our own network, referrals from friends and family, and word-of-mouth recommendations. Our first sales team member was actually a friend’s cousin, who had no prior sales experience but was eager to learn.”
As the company grew, so did the need for more sales talent. Viraj and his team continued to operate on referrals, often finding candidates through their existing network or through chance encounters. This unstructured approach not only saved time and resources but also allowed for a more personalized, human touch.
The Power of Trust and Referrals
In the absence of formal hiring tools, Viraj placed immense value on trust and referrals. He believed that if he could establish a genuine connection with a potential candidate, the rest would fall into place.
“Trust is the foundation of any successful sales team,” he emphasizes. “I’d rather trust my instincts and take a calculated risk on someone who shares my values and passion, rather than relying on a formulaic approach.”
Time and again, this gamble paid off. Early recruits not only proved themselves to be dedicated and driven but also helped shape Veeba’s growth. One such recruit, a young and ambitious individual named Rohan, went on to become a key member of the sales team and played a crucial role in expanding the company’s presence in the market.
Hire for Hunger, Honesty, and Resilience
As Veeba’s sales team expanded, Viraj refined his hiring mantra: “Hire for hunger, honesty, and resilience.” He believed that these core traits were more important than specific skills or experience.
“Hunger is the drive to succeed, to push boundaries, and to never give up. Honesty is about integrity, transparency, and doing the right thing, even when no one is looking. Resilience is about bouncing back from failures, adapting to new challenges, and learning from mistakes.”
Viraj’s approach may have been unconventional, but it yielded remarkable results. His sales team became known for their tenacity, creativity, and commitment to the brand. As the company grew, so did its reputation for being a place where talented individuals could thrive and grow.
Skills Can Be Taught, But Belief Builds Brands
In an era where skills can be taught through training programs and online courses, Viraj’s emphasis on values and character may seem old-fashioned. However, he firmly believes that it’s the intangible qualities that truly set a brand apart.
“Skills can be taught, but belief builds brands. When people believe in what we’re doing, they become ambassadors for the brand, and that’s something that can’t be replicated through training or marketing.”
As Veeba continues to scale and expand, Viraj remains committed to his core values of trust, referrals, and street-smart hustle. His unconventional approach to building his first sales team may have been unorthodox, but it yielded a team that was not only skilled but also passionate, resilient, and dedicated to the brand.
Conclusion
Veeba’s story serves as a testament to the power of trust, referrals, and street-smart hustle in building a successful sales team. By prioritizing values over skills and taking calculated risks, Viraj was able to assemble a team that would help shape the company’s rise. As entrepreneurs and business leaders, we can learn valuable lessons from Viraj’s unconventional approach: that sometimes, it’s the intangible qualities that truly set us apart, and that trust, referrals, and resilience are the foundation upon which any successful sales team is built.
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