The document summarizes the findings of the SALES 2020 research project which studied trends in sales over the past decade and expected trends for the next decade. Some of the key trends identified include globalization, the rise of the internet, increased efficiency, and a focus on ethics and governance. Future trends expected include value co-creation with customers, developing ecosystems of partners, the growing role of social media, knowledge management, and viewing sales as consulting on business problems rather than just selling products. The implications are that the sales function will shift to being business consultants focused on co-creating solutions with customers.
17. As a result there are fewer
opportunities for sales
people and customers to meet,
requiring relationships to be
build on added value and
not personal contacts.
39. … because the process is changing.
COSTOMER’S
BUYING PROCESS
ROADMAP PROBLEM SOLUTION SUPPLIER PURCHASE USESTRATEGY
2000
SELLING
2020
BUSINESS
CONSULTING
2010
CONSULTATIVE
SELLING
2020
BUSINESS
CONSULTING
41. … because your margins are going
down and your sales costs will go up.
COSTOMER’S
BUYING PROCESS
ROADMAP PROBLEM SOLUTION SUPPLIER PURCHASE USESTRATEGY
Longer Sales Processes
Higher Educated
42. To co-create solutions with customers
sales people will have to adopt a truly
customer centric mind-set.
43. .. because it requires different
values and beliefs.
COSTOMER’S
BUYING PROCESS
ROADMAP PROBLEM SOLUTION SUPPLIER PURCHASE USESTRATEGY
EFFICIENCY
CENTRIC MINDSET
Which solution
do we need to
solve the
problem?
Which problems
does my product
solve?
Which is the
fastest way to
sell?
PRODUCT
CENTRIC MINDSET
CUSTOMER
CENTRIC MINDSET
44. The sales organisation of
the future will be a
matrix organisation combining
product and customer experts
CUSTOMER EXPERTS
PRODUCT
EXPERT
CUSTOMER
SERVICE
PRODUCT
SUPPORT
45. .. because customers will want to
buy from us in different ways.
COSTOMER’S
BUYING PROCESS
ROADMAP PROBLEM SOLUTION SUPPLIER PURCHASE USESTRATEGY
CUSTOMER
EXPERTS
PRODUCT
EXPERT
CUSTOMER
SERVICE
PRODUCT
SUPPORT
46. WHAT DOES THIS MEAN FOR THE
ROLE OF THE SALES FORCE
IN THE FUTURE?
Want to know
more?
47. The commercial logic of how
sales and marketing
complement each other is
fundamentally changing.
48. THE OLD COMMERCIAL LOGIC
1. MARKETING DEFINES THE STRATEGY
AND PRODUCT INNOVATIONS
2. R&D DEVELOPS THE
NEW PRODUCTS
3. SALES EXECUTE THE
MARKETING STRATEGY
55. THE NEW COMMERCIAL LOGIC
1. SALES PEOPLE CO-CREATE NEW INNOVATIVE
SOLUTIONS WITH KEY CUSTOMERS.
2. R&D DEVELOPS THE NEW PRODUCTS.
3. MARKETING COMMERCIALISES THESE NEW
PRODUCTS INTO THE MARKET.
57. THE SALES PERSON OF
THE FUTURE WILL BE:
• MANAGING LARGE KEY ACCOUNTS
• PROVIDING BUSINESS ADVICE FOR A FEE
• MANAGING THE COLLABORATION WITH ALL
STAKEHOLDERS
• CO-CREATING SOLUTIONS WITH CUSTOMERS
AND PARTNERS LEADING TO NEW
INNOVATIONS