I've witnessed firsthand the seismic shifts reshaping our industry.

It's no secret that the sales process is undergoing a dramatic transformation. In fact, a staggering 91% of Account Executives are clamouring for change.

Why?

Because the traditional B2B sales model just isn't cutting it anymore. The buyer's journey has evolved, and we need to keep up.

We're at a pivotal moment in sales history. The old ways of selling are giving way to new, more effective strategies.

In this article, I’ll cover:

• The current state of sales processes

• Why we need to move from seller-centric to buyer-centric approaches

• The rise of digital-first customer engagement

• Insights on adapting your sales steps to succeed in this new landscape

The current state of sales processes

At trumpet we recently conducted a survey among Account Executives and Revenue Leaders about their current buying process.

The results were eye-opening.

Only 9% of AEs think their company's sales process is very good. Even more concerning, 26% of revenue leaders believe it's not up to scratch.

This dissatisfaction stems from a significant shift in the sales landscape. Gartner's research highlights a move from seller-centric to buyer-centric sales, with a strong emphasis on digital-first customer engagement.

Many sales teams are struggling to keep up with this change. In fact, our study found that 80% of AEs have had to adjust their sales strategy in the past six months just to stay competitive. It's clear that the traditional sales model is no longer effective in today's rapidly evolving buyer's journey.

Shifting from seller-centric to buyer-centric approaches

The sales process is undergoing a major transformation. I've noticed a significant shift from seller-centric to buyer-centric approaches. This change is reshaping the entire sales cycle process.

It's clear that the traditional selling process isn't meeting today's buyer's journey expectations. This rapid evolution in the sales model is forcing us to rethink our sales steps. We need to put the buyer at the centre of our approach, focusing on their needs and preferences throughout the sales cycle.

How are sales teams adapting?

• Digital sales rooms (collaborative spaces to work with buyers) Check out an example here!

• Interactive demo tools that let the buyer learn in their own time

• Video content, sellers are using videos from personalised intros to training

• Live chat that allows the buyer and seller to talk informally, and quicker

The rise of digital first customer engagement

I've seen a major shift in how sellers engage with customers, we hear it all the time at trumpet; new customers sharing anecdotes about how their buyers are ‘blown away’ by their personalised digital sales rooms.

Buyers are yearning for more collaborative and interactive sales experiences. In fact our study unveiled that 39% of AEs have said that Digital Sales Rooms are their new go-to tool.

What does a hyper-personalised digital sales room look like? 👇

Adapting sales strategies for success

Our study also revealed the top priorities for 2024 and beyond, as identified by AEs and revenue leaders.

The focus on the top of the funnel emerged as the leading priority, with 41% of respondents agreeing that building relationships with decision makers was of utmost importance. In second place, with 27% of respondents, was improving conversion rates. Lastly, improving time to close was ranked third, with 20% of respondents considering it a priority.

These findings underscore the importance of a holistic approach to sales strategy, emphasising relationship-building, conversion optimisation, and efficient deal closure to drive revenue growth in the coming years.

Conclusion

By shifting from seller-centric to buyer-centric approaches and embracing digital-first customer engagement, we can transform our sales processes to better align with today's buyer's journey. This change isn't just necessary; it's essential for staying competitive in our fast-paced market.

As we move forward, it's clear that the traditional sales model is no longer effective. We need to rethink our entire sales cycle, putting the buyer at the centre of everything we do. By focusing on their needs and preferences, we can create a more engaging and effective sales process.

Remember, change isn't always easy, but in this case, it's absolutely necessary. Let's embrace this transformation and lead the way in shaping the future of sales.