As the new year begins you (hopefully) have drafted and are preparing to implement a plan to increase sales and drive revenue, in 2025. Take a moment to survey the ever-changing business development landscape. If you haven’t noticed, the world of sales is evolving rapidly. Technology is becoming more advanced, customer expectations are higher and top salespeople—including some of your competitors—are transforming into highly skilled consultants by integrating tools such as Artificial Intelligence into their workflows to make faster, smarter decisions. With change as the only constant, how do you stay ahead?
Here are several strategies to help you thrive in 2025 by embracing innovation, strengthening customer relationships and continuously improving your skills:
1. Master and Utilize Technology
Technology will continue to play an integral role in sales and business development efforts, from lead generation to customer retention. AI machine learning and data analytics can automate routine tasks like CRM updates, data entry and follow-ups. This allows salespeople to focus on more valuable activities like prospecting, building relationships and closing deals. Additionally, virtual sales platforms such as Zoom, Microsoft Teams, Slack and Google Meet are here to stay. Sales professionals must master digital communication and virtual selling techniques to remain competitive.
2. Focus on Personalization
Canned presentations and templated solutions no longer win deals at a high rate. Today’s buyers expect highly relevant information that demonstrates an in-depth understanding of their challenges and business goals. Sellers must deliver tailored solutions that meet those needs, which requires active listening, thoughtful questioning and genuine curiosity about solving customer problems. Unfortunately, this is often a big ask for salespeople focused solely on their products and services.
3. Strengthen Customer Relationships
The business world is increasingly shifting from transactional to relational selling, with a focus on building long-term partnerships instead of one-time sales. One of the best ways to build lasting relationships is through value-driven selling, which emphasizes delivering value at every stage of the sales cycle. This approach requires a deep understanding of the customer’s business and the ability to offer solutions that align with their goals. (See point No. 2 above.)
4. Adapt to the Hybrid Work Environment
Hybrid and remote work environments have become the norm for many sales teams. Sales managers need to ensure their teams remain motivated, productive and connected, regardless of location. Salespeople, too, must adapt by developing strong self-management and organizational skills, including time management, goal setting and effective communication with supervisors and peers.
5. Commit to Learning and Development
Top-performing sales managers and salespeople, like elite athletes, physicians, musicians and artists, are committed to lifelong learning to maintain their competitive edge. Sales managers can foster this by offering regular training opportunities, whether through workshops or online courses. Top producers who embrace ongoing learning excel at navigating challenges, dealing with rejection and staying motivated in a competitive environment. They not only outperform competitors, but also gain increased confidence and job satisfaction.
In 2025, sales managers and salespeople must be flexible, adaptable, technologically proficient and customer focused. By embracing modern technologies, fostering strong relationships, adapting to hybrid work models and committing to continuous learning, sales teams can thrive in this new era. Doing so will prepare them to meet the demands of today’s buyers and drive long-term success for their organizations.
Jim Marshall is the founder of Sandler Training of Tampa Bay, which provides sales and management training and coaching to high-achieving companies and individuals. Contact him at 813.287.1500 or jmarshall@sandler.com.
