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The changing nature of sales2018-10-09T10:27:08+00:00

The Changing Nature of Sales

When we think of the old school days of selling, the words disconnection, isolation, and disorganisation come to mind. Sales professionals often:

  • Held all the data about the product or service leading to information asymmetry

  • Operated individually (each one trying to do it all themselves)

  • Had little to no standardised processes in place

Times are now changing. These days, the buying process is completely different for sales professionals and consumers alike. The main reasons being that:

  • Consumers are doing their own research. We’re living in a globally connected economy where data is abundant and accessible. Google currently processes over 24 petabytes of data per day. That means the average consumer knows a lot more about what they are about to buy and, in some cases, they know more than the sales professionals.

  • The world has gone social. By 2021, it is estimated that there will be some 3.02 billion monthly active users engaging with social media platforms such as Twitter, LinkedIn, Facebook, and Instagram. According to MediaKix, the average person spends almost two hours on social media platforms every day. As a result of this, the ways that sales professionals engage and communicate with consumers has evolved.

  • Analytics are making the process far more effective and efficient. CRM tools such as Hubspot and Salesforce are providing visibility across customer segments, revenues, and pipelines, and are enabling sales teams to identify and measure areas that need improvement.

With advancements in technology, consultative selling fits hand in glove with today’s buying process. According to Hubspot, ‘consultative selling is an approach that focuses on creating value and trust with the consumer and exploring their needs before offering a solution. The salesperson’s first objective is building a relationship; their second is providing the right product’. At all times, sales professionals need to:

  • Research customer needs and offer relevant findings

  • Balance questions with insights

  • Let feedback guide the process

  • Build knowledge-based trust

A consultative approach helps sales professionals apply a consistent methodology to an ever-changing audience, achieve excellence and ultimately drive more sales.

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