The transformation of professional selling
17th May 2018 | Dr Javier Marcos
The nature of professional selling has transformed profoundly over the past few decades, resulting in a fundamental redefinition of the role of the sales force. Drawing on a study comprising interview data from 37 senior sales leaders, sales consultants and prominent sales academics from the US, UK and other European countries, I synthesise three key drivers for change and identify a set of core transformations sales forces are undergoing.
1. Key drivers of change in selling and sales management
The factors underpinning sales force transformation can be synthesised into a set of three key trends (see figure 1):
- the nature of customer behaviour and evolving expectations of professional buyers,
- the opportunities (and disruption) offered by new and digital technologies, and
- the enhanced levels of globalisation and competition.