In the Philippines, markets move on trust. Relationships often come first, shaping how decisions take form through conversations, small gestures and the confidence that progress is shared.
For Masherry Alilam, that’s the heart of her work.
“I have always cared for my customers, making sure that I only sell what would provide value to them,” she says, a simple philosophy that has guided her through more than 25 years in tech.
Today, as a Key Account Executive at Salesforce Philippines, Masherry supports one of the most established financial institutions in the region. The work moves quickly and so does the market, yet decisions still unfold thoughtfully. In a landscape where one company’s progress often influences an entire sector, Masherry has become the kind of partner customers rely on when they are ready to move forward.
Creating confidence through conversation
Masherry begins by listening for what teams are trying to achieve and helping them find a path that feels workable.
“Customers here place a strong emphasis on regular interactions and consistent presence. You have to spend time with them and really get to know them. Then you will understand how you can help them be successful,” she says.
Building that level of understanding requires trust. Earning it takes consistency. Her days are shaped by preparation, check-ins and the steady interactions that help customers feel supported as they move forward.
Working alongside the customer every day
Much of Masherry’s day involves working alongside teams within the bank she supports. She spends time with branch officers, corporate groups and service units, each offering a different perspective on how the organization serves its own customers. Being located in the same tower has made these touch points even more natural. Instead of waiting for formal meetings, she often walks upstairs to clarify a question or align on next steps so conversations keep moving.
Her work is collaborative by nature. She stays closely aligned with specialist Account Executives across Salesforce so the customer hears a consistent message and every conversation is grounded in the same understanding. “I make sure I am aligned with all my specialist AEs working on the same account,” she says, describing the regular syncs that keep everyone focused on what the customer needs next. This has supported the account’s growth as well, helping her increase the annual order value four fold in just a few years.
Partnership is what holds it together. Senior leaders stay involved, priorities are discussed openly and the shared goal of improving the bank’s customer experience guides most conversations. “We are not just a vendor. It is really a partnership,” she says.
Staying close to customers keeps her curious. She notices small shifts in priorities and follows up on the questions that matter. Over time, these rhythms have helped her recognize the principles she relies on most in her role.
The three principles of trust-led selling
Through her time with customers, three principles have become essential in helping teams move through decisions at a pace that feels right for them.
- Care for what the customer is trying to achieve
Care shows up in how she listens, frames questions and focuses on the outcomes teams are working toward. - Consistency in how she shows up
Regular check ins and steady follow ups help customers feel supported as priorities evolve. - Curiosity about what comes next
Curiosity helps her stay informed as the market shifts and gives her the context to guide conversations with clarity and confidence.
Moving forward, one step at a time
What matters most to Masherry at this point in her career is being able to stand behind what she brings to her customers. It is something she has always been clear about. “If you do not truly believe in the product you are selling, it becomes impossible to advocate for it with customers,” she says, recalling earlier roles she left when that belief no longer held.
It is also why she has been eager to understand the possibilities of Agentforce. Even though her customer is still shaping its use cases, she has already begun exploring it herself, using it to prepare for conversations and keep up with developments in the industry. Those small steps keep her informed and give her the context she needs to add clarity to conversations, helping her keep pace with a market that evolves one careful step at a time.
Like Masherry, are you ready to build a career where thoughtful partnership drives real impact?
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