If you ask Verneri Hellstén to describe a day in sales, don’t expect smooth sailing metaphors. Instead, you might hear about high-risk, high-reward moments and the satisfaction of closing deals after years of groundwork.

"Slumdog Millionaire, that’s the movie that comes to mind," Verneri laughs. "It starts from nothing and builds up through all kinds of situations. That’s how sales can feel — you encounter all sorts of unexpected challenges, and every experience adds up to help you succeed in the long run."

From Startup Spark to Sales Strategy

Verneri’s Metroc story began during the early COVID years, through a conversation with CEO Jussi, a former study mate. At the time, Verneri was working in a role where he struggled to see the value of the product he was selling — a sharp contrast to what Metroc was building.

"I was excited about the culture and the people behind it. From the very beginning, it felt like something I wanted to be part of."

He joined when the office was barely 10 square meters, and the team was small, scrappy, and tightly knit. Those early days, full of Friday events and startup hustle, helped form the strong foundation of Metroc's culture today.

Sales, Coaching, and the Daily Grind

Now, Verneri leads a team of four sales executives while continuing to run the full sales cycle himself: prospecting, booking, pitching, and onboarding. His time is split between:

Having started at Metroc as a sales executive and later growing into a senior role, Verneri only recently stepped into team leadership. Despite this being a fresh chapter in his career, he already finds the leadership aspect the most rewarding: "It’s exciting to help others grow, share what I’ve learned, and see new team members find their confidence."

The biggest challenge? Adapting to different people. "You realize quickly that everyone sees the world differently. Their motivations vary, and as a leader, you have to figure out how to support each person in the way that works for them."

Wins Worth the Wait

When asking Verneri about his biggest wins, one of the proudest moments he shares is recently closing a deal with a company he had been talking to since 2020.

"Some sales cycles are fast. Some take years. But when you finally close a deal after building that relationship over time — and know that the solution really helps them — that's incredibly satisfying."

And it’s not just about the big names. Helping small or early-stage companies discover Metroc’s value is equally meaningful: "When you show someone a tool they didn’t even know they needed, and it genuinely makes their life easier — that’s a good feeling."

Why Sales Matters

Verneri is direct when it comes to the importance of sales: "Let’s be honest — sales is what brings the money in and keeps the wheels turning. Every department plays a role, but sales drives the engine."

He also sees his role as a bridge between Metroc and its customers. "Many say they couldn’t do their jobs without Metroc. That makes it clear we’re not just selling software — we’re enabling success."

Culture That Carries Over

One thing that sets Metroc apart, Verneri says, is how deeply the team respects each other. "Everyone knows their role matters — sales, marketing, product, operations. We all need each other. That mutual respect creates something powerful."

It’s also the first workplace where he genuinely wants to hang out with colleagues outside the office. From team trips to golf weekends at summer cottages, the culture extends beyond work hours. "People here choose to spend time together. That says a lot."

Constant Growth, Constant Learning

Over the past four and a half years, Verneri’s biggest lesson has been the importance of confidence in himself and in the sales process. But he’s quick to point out that the job is never "done."

"Sales is about constant improvement. Every week, I reflect, tweak, and try to be a little better. You’ll never be ready, and that’s kind of the point."

He’s also become far more systematic: "I used to wing it more. Now, I rely on structure, process, and numbers. That shift has helped me grow as a leader."

The Fun Stuff

Final Words

"I want to see how far we can go. We have a strong team, a solid foundation, and big goals. I’m here for that ride."