Salespeople have a bit of a bad rap. For every sleazy salesperson that will do anything to close a deal, there are hundreds that go the extra mile for their prospects rather than their paycheque. And thankfully, the world of sales is changing because of that second group. And it’s changing for the better.

Attention and engagement are the new currency of B2B sales, so smart sales people are acting more like consultants than quota-carriers, and the extra effort is paying off. As automation takes over more and more of the buying process, salespeople that use tools like personalized video, advanced sales analytics, and social engagement tools are seeing up to 300% lifts in positive responses, and meeting cancellation rates drop by up to 10%. And that’s just the tip of the iceberg.

Changing the Attitude and Activity of Sales

As B2B sales professionals move towards a more consultant-driven sales approach, it’s not just technique that is changing – it’s also attitude. As Forrester points out in their new report, B2B Consultant Sellers Reign In The 21st Century, top sellers are master storytellers, empathetic partners, and focused on advocacy rather than closing the deal. These are just three of the six key attributes of successful sellers in today’s B2B market.

On the other hand, attitude only gets you so far, and actions speak louder than words. Forrester notes that successful salespeople are also networking more than ever to build cadence with prospects early in the sales cycle, mapping and planning deals more in-depth before outreach, and most importantly, sharing and collaborating with their peers to give everyone on the team an advantage.

The new breed of sales professional is connected, collaborative, and consulting rather than selling. Will your team be able to keep up? Download our report Rise of the Consultant Seller and Video-Enabled Sales Team, which includes B2B Consultant Sellers Reign In The 21st Century and make sure your sales team is ready to meet the new world of B2B sales head on!

Jon Spenceley