The new sales conundrum and what can you do about it?

"No questions? Uh...ok, thanks for your time today and let me know how I can help...uh bye"

While most sellers will say "I think they got it and now it's just about staying close to them," the new reality is that is often a wasted opportunity in our new norm of selling virtually and having 30 minutes to try and drive progress to a sale.

In the fast-evolving world of AdTech sales, the landscape has dramatically transformed into a space that is increasingly disconnected and relationship-challenged. The traditional ways of building rapport and fostering personal connections have been disrupted by the rapid rise of digital interactions and remote communications. As a result, sales professionals now find themselves in a landscape where old-school relationship-building tactics are less effective, and the focus has shifted towards strategic problem-solving.

But what can the "modern seller" do about it?

Adapt

This shift in dynamics requires sales teams to adapt their approach. The core of successful AdTech sales today lies in the ability to strategically solve clients’ problems using the merits of the technology being offered. It's no longer just about maintaining a friendly relationship or relying on social interactions; it’s about demonstrating real, tangible value.

Sales teams must dive deep into understanding the unique challenges and pain points faced by their clients. This involves research, staying updated on industry trends, and continuously evolving the technological solutions they provide. By doing so, they can tailor their pitches to highlight how their AdTech solutions can directly address and resolve specific issues their clients are encountering.

Showing vs. Telling

Transparency and education have become crucial components of the sales process. Clients need to be shown—not just told—how the technology works and why it’s the best solution for their needs. This involves providing detailed demonstrations, case studies, and real-world examples that illustrate the effectiveness of the technology. Building trust through knowledge and expertise helps bridge the gap left by the lack of traditional relationship-building.

Get to Value-Driven and Being a Partner, and Demonstrate it

Another essential aspect is the emphasis on long-term partnerships rather than short-term wins. Sales professionals should focus on creating a value-driven relationship where continuous support, follow-ups, and proactive problem-solving are the norms. This approach not only helps in retaining clients but also in turning them into advocates for the technology.

Be Personable Not a Robot

Sales people typically never get "most likely to be shy" title, but in this new world of modern selling, your personality needs to come through over a microphone and a flat-screen monitor to someone else's monitor and their speakers. This is not just about rehearsing, it's about truly leading and being charismatic. Too often I am seeing teams using slides as their script, and if you are doing that, your personality just became a PowerPoint. Use tools to support you and your leadership - do not use them to serve or even replace your confidence!

Sales was never easy, but the ability to take a step back, take a deeper lens into the merits of your technology combined with your personality, depth of problem solving, and demonstrating support for your prospects, will in fact help you win more business and make greater returns in your position.

I welcome your feedback.