There are very few industries that technology has transformed as drastically as the sales industry. If someone had been asked a decade ago to describe a salesperson, the list of attributes would probably have included a lack of understanding about the needs or businesses of their buyers. In 2023, this stereotype is obsolete: The rise and proliferation of sales technology tools have caused the role of the salesperson to shapeshift into becoming a trusted, consultative source for solving businesses’ needs.
The addition of automation and predictive data analysis to the job of selling has been one of the most important recent sales technology trends. The complex work of finding leads, getting to know them, educating them, and sending action-provoking messages to them used to be the sole burden of the sales professional. Now, because tools can lift some of this burden, the salesperson has more time and energy to focus on the most creative, inventive, and human-centric parts of the job.
When companies free up salespeople to spend an afternoon connecting with their teams or have longer, richer conversations with buyers, they empower sellers to become better at relationship building and consultative selling. In doing so, they improve their sales funnels at all levels and please buyers in a more sustainable way.
Given the abundance of sales technology tools available to sales teams today, companies need to determine how individuals can begin to change the way they think about their jobs, their relationships with technology, and their decision-making processes—especially in relation to the automation of tasks that AI permits.