Identifying key trends in sales – from a training perspective

Purpose – This paper aims to describe key issues at macro and micro levels which impact – and affect – sales training activities and facilitation for “successful selling” in the contemporary economic climate. Design/methodology/approach – This paper reports presentations from key speakers at the Institute of Sales & Marketing's Successful Selling conference. Findings – At the macro level, a number of crises are impacting on the economy and, thus, successful selling. However, there is still the opportunity to compete for market share, via brand differentiation. At the micro level, customers must see sellers as “trusted advisors”; successful selling depends on “connecting” with customers' values; ethical selling is important not just in helping people to be successful salespeople but also in helping society to have confidence in its sales professionals, thus enabling buyers to buy with confidence; traditional sales models are becoming superseded by “internet research, internal discussion and the preparation of shortlists, then a decision followed by contacting the vendor”. “E‐selling” is becoming increasingly important, so sellers must have personal branding, create an internet footprint, and engage with social media. Practical implications – This paper reveals key issues in sales so L&D professionals can commission, develop, deliver and/or facilitate appropriate activities and resources to develop the sales skills needed for success in the next ten years. Originality/value – Armed with knowledge of the modern trends in successful selling, L&D professionals can source and resource sales‐related training activities to turn their salespeople into star performers in contemporary markets and enable their organisations to maintain/increase their competitive advantage.