7 Trends That Will Impact Sales in 2018

To be successful, your company cannot remain stagnant. Buyer behaviour today is dramatically different from previous generations. With all the new platforms and strategies of today’s digital age, consumers continue to engage with brands in different ways.

Every new year brings new developments in the sales world—and 2018 is no different. Companies need to embrace these changes and be agile to survive in this ever-evolving industry.

Here are the top sales trends for 2018. Prepare for what’s coming to stay competitive. 

1. Personalized Video

You already know how vital video is for sales; 51 percent of marketing professionals worldwide name video as the type of content with the best ROI. Video is the most viewed content on the web, as well as the most easily digestible form of media in today’s smartphone landscape.

The importance of video will continue to grow in the new year, as video is expected to claim more than 80 percent of all web traffic by 2019.

We can expect to see salespeople using video in several customer touchpoints in 2018. Video prospecting is especially effective, as it’s a great way to stand out and boost response rates. But customers want more than impersonal, generic videos.

When it comes to video prospecting, personalization is key. Personal videos humanize the sales process so you can better connect with leads.

Live video is also a highly effective way to engage with your audience. Introducing real people in real time is a powerful way to connect with consumers in a personal way. You can use live video for product launches, live demos, and webinars, for example. 

2. Prescriptive Selling 

As we roll into 2018, more and more front-running companies are moving to prescriptive sales models. Prescriptive selling involves demonstrating a clear understanding of your customers’ pain points and offering a specific, valuable solution.  

While today’s customers are more empowered in the buying process, they’re also dealing with an information overload. That’s why this method is so effective—prescriptive selling simplifies the customer’s buying burden. Sales reps guide customers to the information and options that matter the most to their purchasing decisions.

Thanks to advancements in customer relationship management (CRM) software, you can receive prescribed methods for improving your sales. Artificial intelligence analyzes previous events in your organization and offers precise methods for improving.

3. Messaging Apps

Messaging apps are becoming increasingly popular—even more so than traditional social networks like Twitter and Facebook. In fact, 1.3 billion users are now active on Facebook Messenger, exchanging over 2 billion messages a month with businesses. If that’s where your prospects spend their time, that’s where you want to be.

It’s safe to assume most people don’t bother answering their phones unless they know who’s calling. That’s why salespeople need to learn to communicate over messenger apps with their prospects. Matching prospects’ communication preferences is the key to connecting with them. Plus, communicating this way is easy and convenient for both sales reps and prospects.

4. Account-Based Selling

Account-based selling is a crucial part of B2B selling. It allows sales organizations to identify their ideal clients, then focus their efforts on those specific prospects. Companies benefit because they can get the clients they want without wasting time and energy attracting duds. Once you identify the decision makers you want to focus on, it’s a matter of targeting them with highly relevant content and targeted ads.

With all the modern technology available, identifying ideal customers is easier than ever in 2018—and savvy sales leaders are making the most of it.

5. Micro Influencers

When it comes to influencers, bigger isn’t always better. Working with micro influencers—smaller scale online personalities with 1,000 to 10,000 followers—is a great way to get your products or services in front of consumers’ eyes. It’s one of the best ways to drive sales in today’s highly competitive environment.

While their audiences are smaller than macro influencers (those with 50,000 to 100,000 followers), these smaller scale influencers have more meaningful relationships with their followers. Since their audiences are hyper-targeted, you’ll be better able to reach your key demographic. Micro influencers have real sway over buyer behaviour; their audiences look to them as trusted sources for recommendations.

For companies looking to increase their online presence and customer engagement in 2018, working with micro influencers can be a game changer.

6. AI to Improve Human Interaction

AI will continue to change the sales industry in 2018. In fact, Gartner predicts that 85 percent of customer interactions will be managed by AI by 2020.

But leading companies are using AI to enrich human interaction—not replace it. Good salespeople won’t lose their jobs due to AI. Rather, AI will automate salespeople’s mundane tasks like prospecting and qualifying leads, scheduling meetings, and sending follow-up emails. When salespeople learn how to use AI to their advantage, it will improve their performance and help them focus on the core components of their job.  

No, bots won’t take over the entire sales process in 2018, leaving human sales reps in the dust. As more automation tools become available to us, the key will be balancing efficiency with personalized selling—meaning strong salespeople and human interaction will remain critical.

7. Rise of Millennials

Millennials will increasingly dominate the workplace in 2018. This generation is no longer just in junior roles—millennials are moving into senior positions and are already leading many sales teams.

This shift is creating a lot of change. Having grown up with technology, millennials know how to work well in the modern digitized world and are refreshing old sales processes.  

Both buying and selling will continue to change in 2018 with the rise of millennials. In fact, 73 percent of millennials are involved in B2B purchasing decisions, making it crucial for salespeople to understand and connect with the millennial B2B buyer. One way to attract the millennial buyer is by delivering valuable, educational content relevant to their needs.

Millennials are truly changing the sales game, and companies must adapt their strategies and communications or risk getting left behind. 

Have any questions? Please share your questions, expertise, opinions, or tips in the comment section below!