06/11/2026
There’s been some commentary recently suggesting modern technology is eliminating the need for salespeople. We believe nothing could be further from the truth. The laws of selling are like the laws of physics. Building trust, asking high gain questions, understanding needs, focusing on value, and helping your customer make an informed decision are still so important. What has changed is the context and the challenges to making a wise and informed decision.
Relying solely on product knowledge means a salesperson can be replaced with a website. But the salesperson who can leverage deep knowledge of the product or service and with confidence and skill frame those features around an even deeper understanding of the unique needs of the customer/prospect, emerges as the trusted advisor who always delivers for their customer. It’s the difference between winning and losing.
With all these complexities, the need for human interaction is increasing. So, a trusted business advisor who offers guidance, perspective and support is a basic need for any buyer.
Companies can no longer treat core selling skills as a nice to have. Because, in this brave new world, it is the foundation for a successful business.