Navigating the Brave New World of Sales

In 45 seconds

Key Insights from the Barrett Event (28/11/24) with Alex Fein, RedBridge and Sue Barrett, Barrett:

Erosion of Trust:

• Alex Fein discussed growing public scepticism toward institutions, media, and corporations, driven by a disconnect between personal expectations and failing public systems
• Businesses need empathy and qualitative insights to understand and address these sentiments effectively

AI in Business:

• Caution against over-reliance on AI; it enhances operations but cannot replace human connection
• Leaders should use AI selectively to complement human-centred practices

Building Trust:

• Sue Barrett emphasised long-term value creation over short-term wins
• Businesses should focus on solving real problems to foster trust and deliver meaningful value

Modern Sales Practices:

• Hybrid selling is essential; sales teams must balance digital tools with in-person engagement
• Success depends on authenticity, active listening, and aligning solutions with client values

Courage and Curiosity:

• Leaders must embrace innovation and empathy to thrive amidst change
• Success lies in adapting thoughtfully

You can watch the full event recording here.

In 3.5 minutes

On November 28, 2024, Barrett hosted an online event to explore the seismic changes reshaping sales and business. With Sue Barrett, a pioneer in human-centred sales and communication practices, and Alex Fein, a strategist and researcher from RedBridge, the event brought together sharp insights and actionable strategies to help businesses thrive in today’s dynamic environment.

The event covered a breadth of critical topics, from shifts in public sentiment to the realities of modern sales challenges. Below, we distil the key insights shared by Sue and Alex into a roadmap for business leaders and sales teams aiming to succeed in a world defined by rapid change and evolving expectations.

The macro view: public sentiment and the erosion of trust

Alex Fein delved into the shifting public sentiment that is reshaping the business landscape. She noted the growing scepticism toward legacy media, institutions, and big corporations. These entities are increasingly “on the nose” with the public, seen as out of touch and more focused on profits than improving people’s lives.

One striking observation from Alex was the juxtaposition of public squalor with private luxury. While people crave comfort and quality in their personal lives, they are increasingly frustrated by public systems that fail to deliver on basic needs. This disconnect between personal expectations and institutional shortcomings is fostering a deep sense of disillusionment.

Alex underscored the importance of qualitative research to capture insights into people’s emotions, needs, and the underlying factors driving their behaviours. To succeed in this fragmented and sceptical landscape, businesses must combine data-driven decisions with empathy and a deep understanding of human motivations.

Hype versus reality: The role of AI in business

One of the standout discussions centred on the hype surrounding AI. Both Alex and Sue cautioned against adopting AI tools indiscriminately or succumbing to exaggerated promises. While AI offers transformative potential in areas like data analytics and customer personalisation, they emphasised the need for businesses to be selective in what they use and believe.

AI can provide insights and streamline processes but cannot replace the human connection and trust required to build lasting client relationships. Leaders must balance leveraging AI with staying rooted in human-centred practices, ensuring technology serves as an enabler rather than a replacement.

Building trust and delivering value

Sue shared her insights on building trust and delivering meaningful value in today’s business landscape. She highlighted the importance of moving beyond the hustle culture mindset, which often prioritises quick wins over long-term value. Instead, businesses should focus on solving real problems and making people’s lives better.

Echoing Alex’s sentiment, Sue stressed that businesses that centre their strategies on human needs—not just profits—will stand out. In a world where institutions often fail to meet public expectations, businesses have an opportunity to fill that void by fostering trust, empathy, and partnerships that create tangible value for clients, teams, and communities.

. Both Sue and Alex urged leaders to focus on long-term value creation—aligning business practices with customer needs and societal impact—rather than chasing short-term metrics. Businesses that improve lives and foster trust sustain lasting success.

Lessons for sales teams: The importance of hybrid and human-centred value-based selling

Sue also addressed the challenges and opportunities within modern sales practices. Hybrid selling—combining digital tools with in-person engagement—is no longer optional but a necessity. Sales teams must adapt to this new normal and refine their skills in building trust, listening actively, and aligning solutions with client values.

Customers today are more informed and sceptical than ever, and businesses that deliver authentic, meaningful solutions are those that will succeed. As Sue pointed out, “It’s not just about selling more; it’s about selling better.”

Courage and Curiosity at the leading edge

As businesses navigate this brave new world, Alex and Sue left the audience with a powerful call to action. Success lies in combining courage and curiosity to lead with innovation and empathy. Sue reflected on her own 30-year journey, emphasising the importance of staying at the leading edge—not to chase every trend but to adapt thoughtfully and with purpose.

“There is never a crowd at the leading edge,” Sue concluded. It’s where businesses can rise above the noise, build trust, and make a real impact. By embracing this mindset, leaders can foster meaningful innovation, serve human needs, and achieve lasting success.

Watch the Event

For a deeper dive into these insights, you can watch the full event recording here.

Remember, everybody lives by selling something.

Author: Sue Barrett, founder and MD of Barrett

Contact us

Testimonial

From the Audit & Risk Team of ASX listed company: “We’ve come to the conclusion that many of our reports and presentations are, in fact, sales pitches for better ways of operating.”