B2B sales is changing rapidly. Customers are better prepared, more people are involved in decision-making, and technology and AI are transforming the way salespeople and their managers work. Across the different topics discussed at this year’s Sales Management conference, one idea kept coming up: the faster the tools change, the more important the solid foundations of good sales become.
We explored what a good salesperson really needs to be able to do today, how to develop those skills, and how to manage performance based on clearly defined competencies—not just results or gut feeling.
The customer perspective was equally important. In modern B2B sales, simply providing information and presenting a product is no longer enough. A salesperson’s role is to help customers make the right decision and succeed even when the final decision about their offer is made without them being present.
We approached AI primarily from a practical perspective. We saw how it can train and assist salespeople or take over parts of the sales process, but also how it can make a leader’s know-how and experience accessible to the entire team and change the way people and companies communicate with each other.
But AI is not a shortcut to good sales. It is a multiplier of what we already know how to do well. Good sales is still about people. And when the right foundations are in place, technology can give them even more possibilities.
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