The globalisation, the ease of communicating and the ability to collect information online, have dramatically changed buying behaviours. Buyers are not looking for a salesperson representing a supplier. They look for someone with subject or industry expertise, that understands their business and takes an active interest in how to provide value.
The tools in selling is the same, but how we apply them is vastly different from just 5-10 years ago. Our task is to understand why and how customers buy. Previously, selling was about persuading the customers to buy from us.
The salesperson would pitch the product and deal with the objections. Today, most salespeople need to position themselves as trusted advisors through a consultative approach and focus on what value looks like through the eyes of the customer.