Times are changing, and top sales people are changing the way they sell. As technology changes the way people research and buy products and services, it’s imperative that sales people keep up with these changes. Your clients and customers need to see you as an industry leader, and if you seem to be behind the times, they’ll wonder if they’re safe in your hands.

Below you’ll learn about the ways top sales people are changing the way they sell. Begin with just one or two of the changes, and you’ll soon find that you’re reaching more prospects and making more sales.

Recognize That Sales Reps Get Involved Later in the Process

With online search tools, people do most of their consumer research online before they ever speak to a sales rep. This is a vast change from just a few years ago when sales reps had the privilege of providing all of their own information.

Instead of fighting this fact, embrace it. Understand that your prospects probably know quite a bit about your products and services, and be ready to simply fill in the gaps in their understanding.

Provide Tools, But Don’t Be Overbearing

Because buyers are doing so much research themselves, they get easily annoyed when sales reps speak to them in a condescending, know-it-all way. Instead of speaking to prospects as if they were brand new students with no understanding of the topic, provide them the tools they need to do their own research.

You can do this by providing reading materials, links to online information, or testimonials from other customers. These materials may be more convincing to prospects than a well-delivered sales presentation from you.

Don’t Rely Heavily on Cold Calling

Cold calling still has its place, but it’s much more difficult than it used to be. Everybody has caller ID now, and they’re very busy. Often, they only answer the phone if it’s a call they’re expecting and have to take immediately.

What do top sales reps do about this problem? They realize that their customers are somewhere else: online. Inbound marketing has exploded in recent years because it fills the void created by the rejection of cold calling. Instead of interrupting your prospects’ days with an unexpected phone call, show up in their web searches as a viable solution to their problem. Let them interrupt you.

Be a Problem Solver, Not a Sales Person

Because so much power rests in the consumer now, many buyers are wary of sales reps. However, they will never be wary of people who can solve their problems. Everyone has problems that need to be solved, and top sales people position themselves as problem solvers instead of as sales people. 

How do you do this? In order to really solve problems, you have to become a good listener. If you’re interested in helping your sales reps change the way they sell, teach them to listen to the specific challenges prospects are dealing with and then formulate custom solutions to help them. 

Top sales people are changing the way they sell, and so can you. By recognizing that sales reps get involved further along in the process, providing tools without being overbearing, using inbound marketing more than cold calling, and being a problem solver, you can change your selling strategies and reap the many rewards.