In a coworking market where competition is fierce and decision-making processes are often complex, the role of sales has evolved far beyond traditional selling. For Seval Baruchel, who works at Helio, the role is fundamentally about understanding people, organizations, and change. Her nomination for Salesperson of the Year at the Coworking Awards reflects exactly that — an approach where relationships always come before quick deals.
For Seval, the nomination is not an individual milestone, but rather a recognition of long-term, collaborative work. In an environment where sales, community, operations, and marketing are closely connected, success becomes something greater than individual deals. The customer experience is shaped at every touchpoint — often long after the contract has been signed.
It feels both honorable and very exciting. For me, it is recognition of the work I put in, together with my team, and the difference it makes.
What clearly defines Seval’s way of working is her consistent focus on transparency. In customer meetings, there is a clear ambition to create clarity — even when that means challenging established ideas of how an office “should” function. By investing time in needs analysis and open dialogue, she builds a foundation of trust, something that has proven crucial in a mature and competitive coworking market.
Over the past year, this approach has been particularly evident in conversations with organizations that were initially skeptical of coworking as a way of working. Rather than presenting a ready-made solution, Seval has taken on an advisory role, allowing coworking to emerge gradually as a strategic choice rather than merely an alternative.
An honest and clear dialogue builds trust, and in the long run, that is what creates sustainable business.
Alongside this, she has also worked with larger and more complex deals, where multiple stakeholders and diverse needs must be aligned within a single solution. In these cases, the balance between structure and flexibility — combined with close collaboration across teams — has been key to reaching solutions that truly work.
Sustaining high performance over time requires more than individual drive. For Seval, the working environment and culture at Helio are a central source of energy and motivation. Daily interactions with colleagues and members create a dynamic that not only strengthens the team internally, but also carries through into every customer interaction.
My colleagues inspire and uplift me, and that energy is also contagious in meetings with customers.
Teamwork is a recurring theme in how Seval describes her view of sales. The customer journey is seen as a living, ongoing process where responsibility is shared across roles — and where warmth and quality are just as important as commercial acumen.
Looking ahead, she sees a sales role that increasingly centers on advisory skills and cultural representation. As organizations seek work environments that reflect their values and ways of living, flexibility, empathy, and authenticity will become even more essential.
Curiosity, honesty, pride, and authenticity build long-term relationships. That’s what creates truly strong communities over time.