BY Jessica Helinski
Knowing the latest sales trends and adjusting to align with them is essential for success in the B2B sales industry. Over 25% of sellers say that it’s harder to beat the competition. But adapting to leading trends ensures you keep up, and even outpace, competitors.
What are the latest sales trends you should know?
A recent survey of industry professionals revealed current shifts that are impacting buyers and sellers. HubSpot’s Justina Thompson introduces these challenges and opportunities and discusses them with various sales leaders.
“Every sales pro I talk to mentions the same challenges,” she writes.
“…inflation, rising interest rates and pricing instability are making it harder to get deals across the finish line.”
But she points out that it isn’t a time to give up or slack. There are still eager buyers out there, and the most successful reps will harness these trends to their advantage.
The first issue she highlights is the hot topic of AI. As everyone knows, AI is here to stay. But that doesn’t mean all sellers use it – or “get” it.
Thompson shares that only about 37% of reps use AI tools. And SalesFuel found that only 24% of reps say they understand its value. Less than half are clear on how to use it in their role.
These sellers risk being left behind as their peers embrace AI and use it to strengthen their value. Of those that use it, they report multiple benefits:
- 84% say AI saves time and optimizes processes.
- 83% say it personalizes prospect interactions.
- 82% say it surfaces better insights from data.
“AI isn’t hype,” Thompson writes. “It’s here, and it’s producing results.”
And as Rain Today’s Mary Flaherty explains, sellers must learn and adapt to AI’s vital role.
“The use of AI in sales will continue to rapidly evolve,” she adds.
“Still, we believe it’s best that a sales organization proactively explore and experiment to uncover how AI might be able to improve the sales process.”
Check out these foundational tips for integrating AI into your own strategy. They can help familiarize you with common applications, as well as introduce best practices.
Social media touches all of sales
Another one of the top trends is the total integration of social media into the sales process. Thompson shares that a large number of sellers say it’s the most effective for a variety of efforts:
- Cold outreach: Social media leads in response rates (42%), outperforming email (26%) and phone (23%).
- Lead quality: Social media is the top source of high-quality leads for 35% of respondents, slightly increasing from last year.
- Sales effectiveness: 45% find social media “very effective” for driving sales, slightly higher than in-person meetings (44%) and video calls (35%).
As the research shows, sellers are using social for much more than just awareness. And they are reaping the benefits. To remain competitive, reps must embrace social media during each part of the sales process.
SalesFuel recently shared tips to optimize and refresh your social selling to better connect with modern buyers. Consider integrating these best practices into your own strategy to stay ahead of the game.
Sales culture
The importance of sales culture is growing, making it another one of the latest sales trends impacting the industry. Reps are increasingly aware of the impact it has, as well as how they contribute to it.
Nearly all sellers (98%) say team culture impacts both job satisfaction and achieving sales goals. And trust tops their list of vital elements of a sales environment.
SalesFuel’s research also backs up this emphasis on culture. Nearly half of reps left a job solely based on dissatisfaction with their manager. And 35% would leave their current job for a better environment.
According to the report, “high-performing teams aren’t just better at sales, they’ve created an environment where reps can collaborate and thrive.”
If you haven’t prioritized growing your emotional intelligence, now is the time. Not only is it important to buyers, but also key to a functional, successful team.
Tap into trends to stay on top
Staying informed and adapting to the latest sales trends like AI, social selling and strong team culture is no longer optional – it’s essential for success. Embrace these shifts now to not just keep up but also outperform your competition.
Photo by Dylan Gillis on Unsplash
