The 12 sales trends of 2010

After an extremely difficult year, 2010 looms as a new challenge for sales and marketing experts. With business as usual not “usual” anymore, many businesses are wondering how to align their sales efforts moving forward. 

Breaking through the constant noise to get your company some attention, developing a social media sales strategy and embracing the challenge of collaboration are just some of the challenges that companies will need to confront.

With this in mind, here are the 12 big sales trends ahead in 2010:

1. Noise reduction
Twenty years ago information was doubling every five years; five years ago it was every 18 months; now it is every nine minutes. Business leaders and sales people are reporting information overload. Some are shutting it out while others are distracted trying to keep on top of it.

Selecting what to take on board and what to leave behind will be critical for sales and business in 2010. The key will be finding reputable online sites, references and publications that provide access to information that is backed by evidence, research and is free from sensationalism. 2010 will be about filtering information through your core vision, intention and strategy. Be prepared to question assumptions. This will help you make decisions about what to take on board and what to leave behind. Remember, too much information and indecision will paralyse.

2. Everybody lives by selling something
Everybody in the company needs to be an ambassador for the business, the message and the brand. There needs to be recognition that they are in one of two roles: 1) actively involved in selling or 2) supporting someone who is.

In 2010, this will place you front and centre in the minds and wallets of customers. Enlightened sales people and leaders already recognise that ‘product’ is only part of the sales process and that selling is actually a ‘value exchange’, underpinned by real relationships. Those companies that support and train all their people in a culture of proactive client engagement and transparent selling practices, aligned with their strategy, will gain a significant competitive advantage in 2010.

3. Cultural fit
What do ‘we’ stand for? What difference will ‘we’ make? What value do ‘we’ create? What is ‘our’ core message? How will ‘I’ benefit from working here? What do ‘I’ value? These are the questions that will knock on your door in 2010. More and more managers and sales people are making choices based around values and work practices, rather than just roles. There will be recognition that a clear message to market is critical for companies, and only employees can bring this to life. Savvy companies will not just ‘talk the talk’; they will ‘walk the talk’.

Making values, team charter and steps for action crystal clear will be key when recruiting, training, managing and leading in 2010. Being transparent, honest and engaging in real conversations will need to be top of mind. In the words of one senior leader: “Don’t ask me what I value and stand for; ask the people who work for me. They’ll tell you what I really stand for and then you’ll know if I am true to my word.”

4. Social sales
Arguably, social media is contributing to the democratisation of information and, armed with this information, customers will demand different things from sales in 2010. Customers will turn to online communities, blogs, forums and social networks to gather information and make buying decisions.

In 2010 sales teams will need to invest time, resources and money to learn how to interact in these emerging social spaces. Why? Because the traditional channels to the customer such as email marketing, trade shows and face-to-face meetings will be less effective. In some cases you may not even be interacting with the customer directly but with their ‘recommendation network’. The real challenge for sales will be to identify and engage with these new networks. Social sales involve different skills, leadership and a culture that values a collaborative model of free knowledge exchange.

5. Weathering the storm
Prior to the GFC, many fortunate sales people found making sales straightforward and easy, however these tougher, contracting markets left many wanting in the sales stakes. The current breed of sales people had never experienced business under these conditions. 2009 put emotional resilience to the test and in 2010 we will need to support and heal the emotional scars left from the storm.

Despite our standard of living in the developed world, emotional resilience is at a low point with a sharp increase in people not coping with increased pressure and GFC fallout. Emotional resilience doesn’t come easily to everyone; however we can all learn to enhance it in healthy, harm-free ways.

Putting emotional resilience high on the agenda of sales in 2010 will not only benefit individuals, it will also mean they in turn can help the achieve company success. Maintaining a proactive, realistic and positive outlook in tougher markets will require business leaders and their people to watch who they let near their minds.

6. Through the looking glass
Tired of being told you need to sell like someone else to be successful? Unsure which behaviours you should model? Want to be you and be the best you can be? Unsure why you are afraid of doing certain tasks? Well, you are not alone. In 2010, enlightened companies will focus on understanding people; what motivates and drives people; how people think and make decisions; how you play to people’s strengths to achieve goals and fulfil ambitions; how people can communicate more effectively; how people can manage behaviours and attitudes.

Gaining insight into self and others is much more than just naval-gazing. With proper resources and support, insight can be a life changing experience for people and greatly enhance company success. While for a number of years we have been realising the importance of people, 2010 will be about supporting people in gaining insight, so they can best apply sales processes and knowledge. 2010 will be about working from the inside out.