If you have a job, you are in sales, whether you realize it or not.
Sales isn’t confined to just selling products or services; it’s about influencing and persuading others in various aspects of your professional life.
Every interaction, proposal, and idea you present involves selling a product, service, or your skills and expertise to solve someone else’s problem. Whether you are proposing a new project, negotiating a budget, or simply convincing a colleague to support your idea, you are engaged in the act of selling. You must communicate effectively, highlight the benefits, and address potential concerns.
Whether you work in HR, manage a team, or are part of a formal sales team in a big tech company, you constantly persuade others, gain buy-in, or negotiate terms. HR professionals sell the company culture to potential recruits and advocate for employee benefits. Managers sell their vision to their teams and negotiate project timelines with other departments. Engineers sell the viability of their technical solutions to stakeholders. In essence, sales is woven into the fabric of all professional interactions.
In that way, sales is a fundamental aspect of every professional role. Understanding this broader definition of sales can transform how you approach your job. It encourages you to develop stronger communication skills, foster relationships, and think strategically about presenting your ideas and solutions. Recognizing that everyone is in sales empowers you to be more effective in your role, no matter what it entails.
The Shifting Landscape of Sales
Selling in 2024 is unlike any other time in my career. Over the past six months, I’ve promoted my ideas on the podcast and blog, launched my new LinkedIn learning course, expanded my coaching services, booked speaking engagements, and even sold sponsorship opportunities for Jennifer McClure’s birthday party. The landscape has shifted significantly due to post-pandemic financial belt-tightening, pervasive market fears of making costly mistakes, and general unease about AI.
Why Sales Is Harder Now
Sales are harder now for several reasons. American leaders are increasingly risk-averse, avoiding big decisions without a reliable safety net. People don’t want negative attention from owners, board members, and executives who demand that directors and managers come in under budget and return money to the company. Additionally, the uncertainty surrounding the upcoming election contributes to a pervasive “wait and see” attitude, even though market competitiveness waits for no one.
Critical Differences in Today’s Sales Environment
Selling in 2024 comes with its own set of unique challenges and shifts. Here are the key differences I’ve observed in my own business:
1. Uncertainty in Client Needs: Economic uncertainty has amplified a fundamental truth: people often don’t know what they want. This requires me to listen more intently to discern whether prospects are merely curious, genuinely serious, or skeptical. And all of that takes time.
2. Lengthened Sales Cycles: Closing deals has become significantly more challenging. It now takes approximately four times longer to finalize agreements in my company than at the start of the year because there are always more stakeholders than first appear. According to a recent survey by HubSpot, 47% of sales leaders report that their sales cycles have increased by 30% or more in the past year. I’ve had to get a handle on who’s involved in the buying process sooner than ever and coach potential clients so they have the complete picture of who needs to sign off.
3. Emotional Complexity in Conversations: Prospects seek reassurance that their investments are secure. This dynamic often leads to deeper conversations about the inherent uncertainties in life and business, which is fine because I love existential discussions. Still, it definitely adds to the sales cycle.
4. Increased Frequency of Hearing “No”: While some consider “no” a “complete sentence,” I was taught to see it as a signal that I need to communicate the value of my offerings better. “No” allows me, as the seller, to gently ask more questions, demonstrate empathy, and listen more effectively. But it’s hard not to take it personally and walk away when the sales cycle has been so slow and prolonged. Data from Salesforce shows that the average sales rep hears “no” five times before getting a “yes,” something every child knows, emphasizing the importance of persistence and resilience.
5. Acceptance of Unclosed Sales: There are instances where a sale simply won’t close for reasons beyond my control or due to factors I cannot overcome. While this can be disheartening, it’s also a fair reality of the sales process. And I’m learning to differentiate between “no” and “not now.”
Continuous Learning and Adaptation
My job pushes continuous learning and keeps my brain engaged, but I never envisioned myself as a sales professional. Yet, the sales cycle is an extension of communicating big ideas, similar to what I do on stage or on my podcast. So, I keep at it.
Overall, the process of selling in 2024 has reminded me to listen better, ask more insightful questions, and prioritize being service-oriented and helpful.
Improving as a sales professional involves proactive measures such as conducting premortems to understand potential objections and needs, actively engaging in the sales process, and analyzing outcomes through postmortems to learn from successes and rejections. Here are a few actionable tips to enhance your sales approach:
- Conduct Thorough Research: Before your first interaction, understand your prospect’s business, industry trends, and pain points. Research doesn’t just happen on Google. It happens by stepping into the marketplace, reaching out to industry colleagues, and learning about your prospects before reaching out to those individuals.
- Build Strong Relationships: Relationships move mountains, and relationships take time. It’s an inconvenient and evergreen truth. Focus on building trust and rapport with your prospects before you try to sell them something. Authenticity and empathy go a long way in creating lasting business relationships.
- Adapt Your Sales Pitch: Very few things are written in stone. Don’t just consider customizing your pitch to address each prospect’s needs and concerns. Consider the concept of hyper-personalization in everything you do to deliver an experience that feels uniquely, personally, and exquisitely tailored to the person you’re trying to help.
- Leverage Technology: I know you don’t want to spend money while trying to make money. Oh, wait, that’s me. However, using CRM tools to track interactions, follow up effectively, and manage your sales pipeline is critical. Automation can help streamline repetitive tasks and keep you organized so you can
- Seek Feedback: After a sales call or meeting, ask for feedback to understand what resonated and what didn’t. Use this feedback to refine your approach continuously.
Are You With Me on This?
Are you experiencing similar challenges in this evolving sales landscape? How are you adapting to the changing environment? Please share insights and strategies in the comments to navigate this post-COVID buying environment together!