Sales has changed significantly in recent years. In-person meetings have become less frequent but more valuable. We’re working more remotely, relying increasingly on digital tools, and constantly adapting to new demands. Which trends should sales teams prioritize in 2023, and which ones aren’t worth the investment?
1. Hyper-Personalization
Personalization is a hot topic — especially since the possibilities for implementing it in web shops, on websites, customer portals, or even landing pages are practically endless. Hyper-personalization uses real-time behavioral data to tailor products, services, and experiences to meet specific customer needs and preferences.
Customer-specific ads and dynamic interface adjustments based on user preferences offer obvious competitive advantages. However, it’s wise to evaluate where it makes sense to invest in “true” personalization and where standardized processes might be more practical.
Personalization Doesn’t Mean Over-Personalization
Common tools like “others also bought” or “related/similar products” filters are now standard. Yet customers often notice that these suggestions don’t match their interests. For instance, a customer who buys a bicycle might receive ongoing ads for bikes for the next six weeks and wonder how many bicycles they’re expected to buy. This type of personalization can undermine customer experience and even create negative associations. The mantra here is “quality over quantity,” especially in the B2B realm. Implementing targeted and well thought-out personalization efforts is crucial.
2. Mobile Sales
Remote work has made many tasks easier, but also presents challenges. In the 2022 LinkedIn Sales Report, over half (59%) of sales professionals said remote work was more challenging than expected. Video calls, online demos, and social selling have quickly become routine for many sales teams, indicating a clear trend toward mobile sales. Key to this trend are cloud platforms that provide transparent access to essential information from anywhere, turning the challenge of remote work into a competitive advantage.
The Technical Backbone: CRM and ERP Integrations
The foundation is integration with CRM or ERP systems, as well as apps for social media and email. Sales teams can receive leads directly on their mobile devices, send price approval requests via push notifications to managers, and even create on-the-spot customer quotes on a tablet. An intuitive interface is crucial to ensure data is effectively managed.
3. Hybrid Sales Models
According to the Sybit Expert-Talks Sales 2022, 94% of participants agree that in-person sales still have a place — just not at the same level as before. "The key question is: When does on-site sales make sense?" says Christian Sülzer, a member of SAP Germany's management board. Customers are seeking personal interactions again after the isolation of the pandemic, and this concept still applies: business is conducted between people. A good balance between remote selling and valuable in-person meetings is essential.
Sales + Commerce = ❤️
In the future, successful sales teams will offer both, purely digital and personalized consultations regardless of the communication channel. Digital commerce platforms will support this hybrid model. According to Gartner, by 2024, around 15% of B2B companies will integrate commerce solutions directly into their sales processes.1
4. Value Based Selling
Value-based selling places one core focus throughout the sales process: delivering value to the customer. The goal isn’t simply to sell a product but to highlight the potential value the product can offer. This approach puts customer needs front and center, with the company’s branding taking a backseat — even in sales presentations. In the DACH B2B market, value-based selling is a relatively new approach that offers a distinct competitive advantage.
5. CPQ
Proposal generation is a crucial step in the sales process. This is often where purchasing decisions are made. The more complex a product and its associated components and services, the more important transparency becomes. In 2023, CPQ (Configure, Price, Quote) will be even more essential.
With CPQ, sales professionals can handle product configuration, pricing, and quote creation within a single system. This seamless process allows for error-free configuration of simple to complex products without system disruptions.
Aligning Inside and Outside Sales Teams
The result is standardized yet flexible and visually appealing proposals. Response times from the sales team are reduced, and it’s easier to manage customer requests and modifications. Ultimately, CPQ promotes a streamlined proposal process and improves collaboration between inside and outside sales teams. It’s a valuable component of a sustainable customer experience strategy that extends well beyond the proposal stage.
1See Gartner (2021): Survey Analysis: 9 Key Trends in Digital Commerce Adoption
