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Mike Lieberman, CEO and Chief Revenue ScientistThu, Mar 2, 2017 4 min read

Your Sales Team Needs to Adapt to the New Way Customers Buy

{}Today’s sales environment is significantly differentfrom that of the past. Though your sales people might have gotten used to selling a certain way, or using selling techniques that they’ve perfected, it’s time for a monumental shift.

Your sales team needs to adapt to the new way customers buy. Here’s why.

Buyer Behaviours Have Shifted

Think about the way you used to shop. You perhaps saw an advertisement on a billboard or heard about a new product on TV and went to the store to buy it. Maybe a sales person came to your door and told you all about a product you’d never heard of, and you bought it.

Now think about the way you shop today. You probably couldn’t even tell us what radio ads, billboard ads, or TV commercials you’ve seen in the past week. You’ve learned to tune them out. You fast-forward TV ads and change the radio station. You’ve stopped paying attention.

If you realize you have a need, the first thing you probably do now is head online and perform aweb search. Or, you seek out solutions and recommendations from your networks on social media. Before you make a purchasing decision, you do tons of research, you read reviews, you compare products and brands online. You do all of this before you even speak to a sales representative.

You’re not the only one whose buyer behaviour has changed. It’s worldwide. The buyer’s journey does not look anything like it used to.

Old-School Sales Tactics Are Becoming Increasingly Ineffective

Why is it important to understand that buyer behaviours have changed? Because sales strategies that used to work in the past no longer work on these modern buyers. They like the new buyer’s journey. They like becoming informed and knowledgeable before they buy and they like making their own purchasing decisions.

They don’t want to talk to sales people during their research stage. They don’t want to be bullied, pressured, or manipulated into buying something that they don’t need or that doesn’t exactly meet their needs. And they don’t want to be pushed into a sale before they’re ready to buy.

Thus, if your sales team continues to use the same selling strategies that they’ve been using for years, they’re not going to make any headway with leads and prospects. In fact, aggression and manipulation will only push modern buyers further away from your brand, which is, of course, the opposite of what your sales team is trying to do.

To gain the attention of today’s buyers, and to gain market share, your sales team needs to stop using old-school selling techniques and update their strategies to match the way customers buy today.

Your Business Is on the Line

Let’s get straight to the point here. Your sales team needs to adapt to new buyer behaviours because your business is on the line. If they continue to use ineffective sales strategies of the past, like cold calling and emailing, they’re going to struggle to meet their sales targets. Closing every single sale will be a battle. They’ll end up losing out on what could have been very easy sales opportunities simply because of the sales tactics they use.

What does this mean to you? If your sales team isn’t closing deals as quickly and as often as it used to, your revenue will suffer. Your sales reps bring in the money that allows you to stay afloat and stay profitable. If they stop bringing in as much revenue, your business will risk being eaten up by competitors, and risk perishing.

You simply cannot avoid adapting to the way customers buy. And the longer you wait, the worse the impact will be on your business.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.