Sales skills have evolved dramatically over the past decade. In 2014, the top-performing salespeople relied on a different set of skills and traits than today. The rise of digital transformation, changing buyer behaviors, and the growth of data-driven sales strategies have reshaped what it takes to be successful in this competitive field.
Buyers have changed as the grey tsunami experiences 10,000 or more baby boomers leaving the workforce, with millennials and Gen Zers now moving into decision-making roles. Couple the shift in generation with the evolution of technology, and selling today is much different than even ten years ago.
In this article, we will explore the top nine traits and skills of top-performing salespeople in 2024 and how they compare to what was important in 2014.
1. Data-Driven Decision Making (2024) vs. Gut Instinct (2014)
2014: In the past, top salespeople often relied heavily on their gut instinct, experience, relational charisma, and likeability, as well as personal judgment to make decisions. While data existed, it wasn’t as easily accessible or integrated into daily sales processes. We had marketing assets, and some teams were conducting A-B testing of different messaging and tools, but the data was primarily anecdotal. Companies wanting to improve profitability could review sales and profit data by account. With the help of accounting and finance, leaders could build models to help us understand the profit by salesperson and profit by customer. We would train salespeople on how to upsell and cross-sell. Often, the data was old by the time the salespeople received it.
2024: Today’s top performers are data-driven. With the rise of CRM systems, AI-powered tools, BI dashboards, and analytics platforms, salespeople now rely on data to guide their decisions at every step. From discovery and qualifying leads to determining the best time to follow up, top salespeople leverage data to optimize their strategies and achieve better results. The science of sales has evolved, and marketing teams are now measuring each sales asset, what works best, and where to move sales through the pipeline to close. The salespeople who receive training today have the data to know what sales process to follow based on sales close rates and what digital assets to use at each stage. Marketing can send sales notifications if a current customer or prospect visits your website, what page they visited, and how long they were there.
Today, pricing analytics connects the dots between sales orders, your ERP system, and the cost of sales. We can quickly determine sales and profit by customer and salesperson. We can identify the most profitable customers and salespeople and profit-leaking salespeople and customers and quickly prescribe corrective action. Today, salespeople can receive actionable data in real-time.
2. Consultative Selling (2024) vs. Product-Focused Selling (2014)
2014: In 2014, many top-performing salespeople were focused on product knowledge, features, and benefits. Their approach was centered on explaining the features and benefits of their products, often in a one-size-fits-all manner, hoping decision-makers would connect the dots between the product or service being sold and the impact it could have on the decision-makers’ bottom line.
2024: In contrast, the most successful salespeople in 2024 are consultative sellers. They don’t just sell products—they sell solutions. They are not pitch-slapping customers based on assumptions, but they are skilled at having conversations that lead to revenue. These salespeople take the time to understand their clients’ unique needs, pain points, and goals and then tailor their offerings to provide real value. They are creative problem-solvers who build trust and long-term relationships with customers. They are business consultants, trusted advisors masquerading as salespeople.
3. Emotional Intelligence (2024) vs. Aggressiveness (2014)
2014: A decade ago, sales success was often linked to aggressiveness, persistence, and tenacity. Salespeople were taught to “always be closing” and to push hard for the sale, even if it meant being overly assertive.
2024: Emotional intelligence (EQ) has taken center stage in 2024. Today’s top salespeople are empathetic, great listeners, and skilled at reading their clients’ emotions. They have been trained in situational intelligence. They use this awareness to build rapport, defuse tension, and guide the conversation toward a win-win outcome. Rather than focusing on the hard sell, they prioritize understanding and adapting to the customer’s needs and emotions. They focus on the lifetime value of customer engagements, customer experience, and overall satisfaction.
4. Tech-Savviness (2024) vs. Relationship Building (2014)
2014: In 2014, relationship-building was the cornerstone of sales success. Salespeople invested significant time in face-to-face interactions, attending networking events, and building personal relationships to secure deals. We saw a large percentage of salespeople with a high need to be liked because they believed their likeability was the distinctive competence that helped them win sales.
2024: While relationship-building remains important, top-performing salespeople in 2024 are defined by their tech-savviness. They are fluent in using CRM systems, automation tools, social selling platforms, and AI-driven applications to enhance efficiency and improve their outreach. Technology allows them to scale their efforts, personalize interactions, and better manage customer relationships, all while freeing up time to focus on high-value activities. Salespeople today have a high need to be respected, much more significant than their need to be liked.
5. Social Selling (2024) vs. Cold Calling (2014)
2014: Cold calling was a staple in the salesperson’s toolkit. Although it still exists today, in 2014, many top-performing salespeople spent much of their time cold-calling prospects, aiming to get a foot in the door. This occurred on the phone, in cold calls, and face-to-face meetings.
2024: In 2024, social selling has become far more effective. Top salespeople leverage platforms like LinkedIn, Twitter, and other social media outlets to connect with prospects, share valuable content, and build credibility. They use these platforms to create warm connections before making direct contact, allowing for more organic and trust-based conversations. As we share in our training programs, buyers buy based on trust and competence. It may have taken years to build trust and competence ten years ago. Today, salespeople leverage social selling to win decision-makers much sooner.
6. Adaptability (2024) vs. Specialization (2014)
2014: In 2014, many top salespeople were specialists in a particular product or industry. They were deeply knowledgeable about their niche and operated within clearly defined boundaries. For example, we often trained engineers who desired to excel in sales roles.
2024: Today, adaptability is a crucial trait for top performers. The pace of technological change, customer behavior, and market conditions requires salespeople to learn, pivot, and adapt continuously to new environments. Those who can quickly adopt new strategies, tools, and market insights thrive in today’s dynamic landscape. Flexibility is the new specialization.
7. Customer Experience Focus (2024) vs. Transactional Focus (2014)
2014: Ten years ago, many salespeople focused on closing the deal. While maintaining good relationships was important, the main goal was often a quick transaction to hit short-term targets. The objective was to close transactions and hit sales goals.
2024: In 2024, the customer experience is paramount. Top salespeople focus on creating a seamless, personalized, and positive experience for the buyer, from the first contact through post-sale support. They aim to become trusted advisors contributing to the customer’s long-term success. This customer-centric approach leads to repeat business, referrals, and long-lasting partnerships. Several companies conduct voice-of-customer research today to understand their customers’ satisfaction levels and how to provide the best customer experience.
8. Collaborative Teamwork (2024) vs. Lone Wolf Mentality (2014)
2014: Sales was often seen as an individual sport in 2014. The top performers were frequently “lone wolves,” working independently and keeping their strategies and wins to themselves. Marketing would seldom be invited on sales calls to understand customers and their challenges. We relied on salespeople to ask great questions and know their customers and their problems or difficulties.
2024: Collaboration is now a key driver of success. In 2024, sales is a team effort. Top-performing salespeople collaborate closely with marketing, customer success, product development, and even other sales team members to provide a holistic solution for the client. Cross-departmental collaboration ensures that every aspect of the customer’s journey is optimized, leading to higher sales and customer retention. We present at the SAMA conference each year to reinforce the science of sales and how top-producing salespeople work as a team to deliver the best customer outcome. Salespeople often invite sales and product management to attend customer meetings. Quality control leaders speak with their counterparts at the customer. Marketing and product management build relationships and discover unmet customer needs, resulting in innovative new products each year.
9. Speak the Language of Business (2024) vs. Features and Benefits (2014)
2014: Sales often presented products and services based on their distinctive competencies. They were trained to pitch products and share their company’s value proposition. They were also trained in the strengths, weaknesses, opportunities, and threats of their competitors and how to position their product or service so they would win the sale.
2024: Salespeople are trained in business acumen. They understand how their customers make money and how their product or service impacts their customers’ bottom lines. They understand terms like profit, net income, EBITDA, and return on investment. Salespeople today know how to build and present a business case that shares outcomes and impacts.
A few questions for you to consider…
Do your salespeople rely on gut, intuition, and how we do things around here or data?
Are your salespeople “pitch slapping” customers and products with what they assume the customers need, or are they trained to uncover needs?
Do you know if your salespeople have a high need to be liked or respected?
Are your salespeople trained in social selling?
Have you trained your salespeople on how to adapt to customer requirements today?
Do your salespeople act like lone wolves and keep their contacts secret, or do they act like team leaders, leveraging the experience and skills of other team members?
Can your salespeople speak the language of business and help customers understand the financial impact of your products or services?
Sales have changed significantly from 2014 to 2024. While some traditional traits, like product knowledge, persistence, and relationship-building, remain relevant, they have evolved alongside new skills like data literacy, emotional intelligence, and tech-savviness. In today’s hyper-connected and data-driven world, the top-performing salespeople embrace technology, listen deeply to their customers, and prioritize long-term relationships over quick wins. Top-producing salespeople act as business consultants helping clients solve problems, and they discuss the financial impact of their product or service.
By adapting to these changes, sales professionals can achieve personal success and drive sustainable growth for their organizations in an increasingly competitive market.
