2010 Sales Trends

Innovative concepts begin during times of dramatic change. The new year will provide interesting opportunities to an extent that sales professionals have not experienced since the 1980s, contends Drew Stevens, PhD, a leading sales expert and author of Split Second Selling. “We are moving toward a pre-boom economy, and selling professionals and managers will need to be more efficient and more productive next year,” he explains. Here are some of the areas that will be affected:

1. Lead generation. Although technology has helped with lead generation efforts, conversion rates have not increased. Selling professionals and marketing departments must collaborate for better target market optimization. Simply put, make every effort to convert more leads.

2. Customer service. Studies show that 45% of all customer interaction involves customer service, but customer service has been sacrificed in many organizations. Selling professionals must focus more on their most vital asset — the customer — to ensure business success.

3. Better hiring. The days of placing butts in seats to fill a void are gone. In the coming year, to help increase margins, more pressure will be placed on sales managers to find the right talent.

4. Preparation. Thanks to the Internet, customers have access to as much information as sales professionals. It’s vital that all sellers be prepared for every customer interaction. Reading annual reports, keeping up with the news, and having a prepared list of value questions will aid every call.

5. Value. We are in a knowledge economy. Selling professionals must provide value by converting the information they have into knowledge, for the benefit of the customer.

6. Process. Most selling professionals do not have a process to build customer relationships and close business. In 2010, it’s necessary for sellers to gain the knowledge necessary to build trust and close business more efficiently. Sales professionals must also be better prepared and better educated. The days of “anyone can sell” have ended.

7. Training. Gone are the days of sitting in a classroom for eight hours expecting a return on that investment. Managers and business professionals do not have the time and, quite frankly, event-based training doesn’t work. With the movement of selling as a profession, companies will remove themselves from education and desire that individuals take ownership of their job.