The Changing Face of Sales: From Rolodex Rep to Trusted Advisor

The role of the salesperson has evolved significantly over the past few decades (or so I’ve been told) responding to changes in technology, economic conditions, and most importantly buyer behaviour. Understanding this evolution is crucial for anyone looking to succeed in the modern sales landscape. So I wanted to do a bit more digging around the key stages of this evolution, and what it’s going mean for the future of the role while identifying some key mistakes we can avoid remaking.

The Rolodex Rep:

In the 80s and 90s, the Rolodex Rep ruled supreme. AEs (Account Executives) owned their book of business from start to finish, generating pipeline and closing deals through their personal networks. These personal relationships were critical to success, and the size of the Rolodex was the ultimate symbol of a rep's power.

The CRM Rep:

The early 2000s brought the rise of the CRM Rep. With Customer Relationship Management (CRM) software and the revered Blackberry devices, salespeople were able to begin digitising their processes and prospect at a greater scale. This marked the beginning of salespeople relying on technology to streamline their workflows and enhance efficiency.

The Closer Rep:

By the 2010s, the rise of SDR (Sales Development Representative) roles and automation tools meant that AEs could specialise in closing deals as "Closer Reps." The influx of inbound leads generated by SDRs and marketing automation required a new set of skills for AEs, as they became less involved in lead generation and more focused on closing deals.

As I see it this was the beginning of our demise, we began to lose sight of the relationship aspect of the sale. Automation drove greater efficiency but as typically happens - when something is cut from the efficiency cloth works, we work it to death.?

The Create & Close Rep:

Economic conditions have mandated a new approach for some businesses in 22/23. AEs may have to once again own every part of the sales cycle, from creating more pipeline to closing more deals. This "Create and Close Rep" must be skilled at both lead generation and deal closing, leveraging their personal networks and their network’s network to achieve success. The trending rallying cry of “do more with less” has led some towards automation to drive efficiency; to what extent will this further saturate our message and push buyers further from us?

The Trusted Advisor:

Pipeline generation rates and close rates have plummeted over the last 2 years by almost 50% (Winning by design), partly because buyers don’t want to speak to sellers, with 72% opting for a rep-free experience (Gartner).?

As we look to the future, the role of the salesperson must continue to evolve. The guiding light should be the fact that “70% of buyers want to ask a human a question during their purchasing process” (Gartner).

We find ourselves in a “buy from” landscape and as a result the buyer carries the burden of a lot of risks and scrutiny over their investments. They need to verify who we and our company are and develop confidence in themselves that we’re worthy of that risk. They have neither the stomach nor the time, to deal with people they can’t trust. What our buyer needs from us now is a trusted advisor to help them navigate all the activities they must complete, to make a buying decision. What they don’t need are empty pitches and arbitrary sales cadences & processes.

The reason the Rolodex rep was so effective, was that at the time buyers appreciated the call from the salesperson, who was in their eyes a source of new and insightful information. However, as pressures grew to sell more and more efficiently (in let's face it, not-so-ethical ways) this became lost and we became the architects of our own demise.

Therefore the one potential direction is towards a more consultative or advisory role, with us, salespeople, repositioning ourselves as "Trusted Advisors" rather than simply creating & closing deals. Of course, this requires a deep understanding of the customer's needs and the ability to provide customised solutions that meet those needs, something that can only be achieved by having a conversation.

How can we embrace approaches that align with this rather than just doing more and more of what we know and further fueling the disparity between modern buyers and sellers?