How Sales Is Changing (And How We're Adapting)
The sales landscape shifted dramatically between 2023 and
2025. Buyers have more information, higher expectations, and less patience for
traditional pitches. Here's what we're seeing and how it shapes what we teach.
Buyers Do Their Research First
In 2019, buyers typically talked to sales reps early in their decision process.
Now? Most have already narrowed their options before the first conversation. They've
read reviews, compared features, and watched demo videos. This means sales
conversations need to start differently—you're not introducing a solution, you're
differentiating from alternatives they've already researched.
Video Calls Changed Rapport Building
Remote selling became standard in 2020 and never went back. Building trust through
a screen requires different skills than in-person meetings. We've updated our
curriculum to address the specific challenges of video rapport—dealing with
connection delays, reading limited body language, maintaining energy without physical
presence.
Economic Uncertainty Means Longer Cycles
Purchase decisions that took three months in 2021 now take five or six. Budget
holders are more cautious, approval processes involve more stakeholders, and ROI
scrutiny is intense. Our programs now include strategies for maintaining momentum
during extended sales cycles and navigating complex decision-making units.
AI Is Automating the Wrong Things
Sales automation tools keep getting smarter, but many companies use them to send
more messages rather than better messages. We're seeing buyer fatigue from generic
outreach. The future belongs to salespeople who use AI for research and preparation,
then bring genuine human insight to conversations. That's what buyers actually
value.