The Sales Profession in 5 Years

This week, I was interviewed by a prominent analyst firm in their effort to predict what the world of sales will look like in 5-10 years. Here’s my attempt to summarize the perspective I shared.

At its core, I believe the sales profession survives by getting back to its “service” roots. The “modern” sales profession, as we know it today, began in the early 1900s. Its foundation was the concept of sales as a “service” profession.

“True salesmanship is the science of service. Grasp that thought firmly and never let go.” – Arthur Sheldon, The Art of Selling, 1911

Arthur Sheldon – the G.O.A.T. of sales philosophers

In many ways, today’s sales mindset resembles that represented by someone who works at a drive-thru window more than the mindset it should more closely resemble: that of a personal trainer/sherpa.

“Buyers know more nowadays”

The growth of information designed to help buyers do their research is (obviously) growing at an ever-increasing pace. AI represents a larger step in the direction of buyer self-enablement.

However, the phrase “buyers know more nowadays” can be found in Thomas Herbert Russell’s 1910 book, Salesmanship Theory and Practice. At the time, the same concern existed that exists today – buyers having more access to information meant that salespeople’s role was clouding over. The growth of mail-order catalogs and advertising created the perception that buyers would have all they needed to research and buy without the aid of a salesperson.

The profession’s demise clearly did not happen. Instead, the profession grew. Why? Service.

We’ve seen the theme of “buyers know more nowadays” repeating as information accessibility has grown. Through the 2010s, the rise of eCommerce, access to reviews, feedback, peer connections, and self-service raised the concern to a level where some were predicting millions of B2B sales jobs disappearing. The opposite happened.

Why? Access to more information hasn’t made it easier on buyers, it’s made it harder. It has left the buyer with the burden of applying the information to their world and situation, predicting likely outcomes based on existing information – much of it conflicting – much of it very situation-specific.

The role of the sales professional as a service provider means being the customer’s personal trainer or sherpa.

Once we realize we need to get into shape, what keeps us from just researching diet and exercise plans, and then just doing it on our own? The information is all there. I can use AI to help put it together. All you would need is the equipment, right?

Well, you still need a guide…to put together a specific program for you. To help you see what’s possible beyond what you can even know what to ask and research. Your body type. Your specific underlying issues.

Then, the sherpa is the guide to help you along the way, so help you predict the potential risks and pitfalls, to keep an eye on you to make sure you’re prepared and not veering off the course.

When the Gallup organization says “In a survey of 725 B2B buyers…(it was) revealed that 72% of customers said they prefer a rep-free experience, or completing their purchase without speaking to a rep at any point”, the surprise should be that it’s only 72%. When a salesperson saves a buyer time, helping them maximize outcomes beyond what they could do on their own, 72% goes way down. On the other hand, when a salesperson isn’t adding value to the process, that number should be closer to 100%.

For example, if you are going on a trip, and at the airport you have to speak to someone, it likely means something has gone wrong. You don’t want to have to talk to someone when you can clearly guide yourself.

However, much like the personal trainer example, depending on what you’re selling, if your focus is on providing a “service’ to help the buyer see what’s possible, to be their guide, to add value throughout the purchase to maximize the outcome and minimize the risk, you’ll always be needed. I just don’t see how AI can replace that.

It comes down to this quote from 1947. George S. Jones, Jr., the Vice President of Sales for a company named Servel, Inc. proclaimed,

“Today, people are educated to so many wants, the instruments of advertising are so universal, the sense of comparative buying is so keen that truth and value have made selling a profession.”

Other Considerations:

The future of the SDR (Sales Development Rep) function: In my opinion, if your SDRs are like the drive-thru attendant at your local fast food establishment, there to take your order, and to make things more annoying, there to make sure you are hungry, have the means to buy, have the means to pay, and are worthy of learning about the menu choices from someone else, that function cannot continue to exist in an AI world.

Pricing & Negotiation: The proliferation of information available to buyers is rapidly expanding to pricing. I believe AI will eventually expose customers pricing models, and in many cases already has. If your customers are each paying a different amount based on how well or poorly the “negotiation” occurred, that will no longer be sustainable. I believe organizations need to rapidly get their arms around establishing “sound basis” pricing, enabling their teams to deliver it with confidence and have levers that drive value for both customer and vendor. (yes, I’m writing a book on this topic)

The sales profession has withstood wars, depressions, character issues, scams, high-pressure techniques, and even purges, through continually going back to its roots…service and transparency. The future is bright for those who embrace transparency.

I’m a sales keynote speaker who also teaches revenue organizations how to leverage transparency and decision science to maximize their revenue capacity. It’s what I do…teach sellers, their leaders, well…entire revenue organizations how we as human beings make decisions, then how to use that knowledge for good (not evil) in their messaging (informal and formal), negotiations, and revenue leadership. I wrote a book Book Authority listed as the 6th best sales book of all time (𝘛𝘩𝘦 𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺 𝘚𝘢𝘭𝘦), and a second award-winning book (𝘛𝘩𝘦 𝘛𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘵 𝘚𝘢𝘭𝘦𝘴 𝘓𝘦𝘢𝘥𝘦𝘳).

Reach out if you want to discuss The Transparency Sale sales methodology, or really…anything else (sales kickoffs, workshops, keynotes, the economy, history, etc.)! Email info@toddcaponi.com or call 847-999-0420.

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