The sales function has been transformed in the past decade, most recently in the wake of COVID-19, which supercharged digital transformation and propelled us into the virtual world.

Despite the pace of change, however, many sales tactics we see today are as valid now as they were in the early 2000s, particularly those that focus on building trust and relationships.

We’ve taken a look back at how the nature of sales has changed, including the sales techniques that should be left behind and those that endure the test of time.

Outdated techniques that don't drive sales anymore –

Too much talking, not enough listening – You can’t perfect a sales ‘pitch’ if you don’t understand the customer’s needs and interests. If you talk but don’t listen, you’ll fail to capture vital information that will make or break your pitch. Sophisticated data and analytics do deliver valuable customer intelligence but if you are looking to unearth nuggets of deep, actionable insight, nothing can beat a real, two-way conversation.

The customer is always right – Although that’s how the saying goes, the customer doesn’t always want to be right or deal with a sales person who simply echoes their viewpoint. They want to be heard but they also want to be guided to solutions they may not even have considered. They also want an honest sales person that doesn’t give false promises, who will push back if they feel there is a better way.

Dismissing a prospect – While not every lead is a perfect fit, completely dismissing prospects that aren’t ready to buy immediately could be short-sighted. That same potential buyer might develop into a valuable relationship in future or even in the short-term, should they change jobs. Of course, there is no point investing heavily if there is no current need, but medium- and long-term prospects should be fed into an automation programme to nurture and grow future pipeline.

Expecting every sales call to close – pushing too hard in an attempt to close every sale is an outdated approach that alienates the prospect and damages brand. If you aren’t able to bring to life a value proposition that solves the prospect’s problem, move on to fresh pastures. Identifying poor fit opportunities quickly is the key to sales productivity, ensuring valuable time is focused on those prospects most likely to convert.

Relying on a demo to sell the product/service – Whilst your products and services should speak for themselves, at a time when many suppliers boast very similar functionality, a demo is unlikely to be the key factor to seal the deal. In B2B particularly, building trust and strong relationships with potential buyers still provides the best opportunity to differentiate your solution and create a vision of long-term success. If you leave the sales work to the product and service, you’re missing a significant opportunity.

The cornerstones of today’s sales landscape

Data and Insight – Thanks to the sizeable digital footprint we all leave behind, we have a wealth of data to help us understand customer needs and shape a fulfilling customer experience. With the power of artificial intelligence we can interpret large amounts of customer data and identify trends and patterns in actions and behaviours. Masses of data from digital touchpoints, however, doesn’t necessarily help us pinpoint the motivations and feelings behind those behaviours so a feed of actionable insight based on real customer feedback is vital.

Cohesion – Digital programmes have a huge part to play in nurturing leads towards conversion and any sales development effort now draws heavily on digital tools, technologies and channels. Whilst enabling sales effectiveness, the sheer number of channels, devices and potential customer touchpoints, however, can often fragment the customer experience and hamper the sales process. Marketing and sales alignment, underpinned by integrated channels, unified processes and aligned resources, is essential to a successful sales effort.

Virtual selling – Initially a response to COVID-19, in terms of sales productivity, flexibility and customer convenience, virtual selling has found a permanent place in today’s sales and marketing landscape. Recent research by Bain and Co highlighted four key advantages of virtual sales, namely: greater effectiveness, improved customer experience, higher productivity, and reduced costs. If you are looking at virtual sales as a short-term approach, you are missing a trick.

Human interaction – At a time of digital overload, human interaction can gain and retain the attention of buyers swamped by digital noise and create positive, emotional experiences that really elevate a brand. Highly personal channels such as telesales, Inside Sales or face-to-face selling differentiate the customer experience and nurture the relationships that are as critical as ever to high value B2B sales. Businesses looking for deep customer engagement cannot ignore the value of a human touch.

In an age where almost every part of the sales and marketing process can be digitised and automated, we work with clients to bridge gaps and incorporate the value of the human touch into their sales and marketing strategies.

Read more about how human interaction can distinguish your brand and enhance your customer’s experience.