How do customers want to be sold to in 2025?

7th April 2025 |   Journal Of Sales Transformation

Dr Philip Squire: major research project.
Dr Philip Squire: major research project.

What core values should underpin sales from a customer perspective in 2025 and beyond?

Back in 2009 a seminal doctoral thesis helped to usher in a new approach to sales: How can a client-centric values approach to selling lead to the co-creation of a new global selling mindset?

Dr Philip Squire, who conducted the original research, is looking to run a new global study, which will explore whether customers are still looking for the original values or if new expectations have emerged in the wake of digital transformation, a better-informed customer base, and the widespread adoption of data-driven tools.