Sales has changed in many industries, but my wife and I leased a new car recently. Pre-COVID. We don’t change cars often, but it was time. We settled on a budget-friendly, Ohio winter-friendly, grown-up, anti-college car.
This was the first time at a dealership in a while. For some reason, I guess I expected the approach had changed since so many other consumer interactions have. But nothing seemed that different.
I spent some time as a new car salesman during college. People who know me know how ridiculous that sounds. Not because there’s anything wrong with car sales—there are absolutely great dealerships out there filled with honest, attentive sales associates. More so, because I’m what you might call a fumbling introvert.
It all got me thinking about sales today. How sales isn’t about selling at all if you’ve grown and evolved along with modern sales approaches and changing consumer buying behavior.
It’s not hard to find biting stats like these when it comes to sales:
- 7 out of 10 customers believe that sales reps are product-focused rather than customer-focused.
- Only 13% of customers believe a salesperson can understand their needs.
If It’s Not About Selling, What Is It About?
Externally, It’s About:
- Teaching: not just feature-benefits, but educating customers on what to expect in the process and after.
- Clearing the misconceptions: allowing for transparency in who is involved, how the service/product compares, and how there’s a real possibility that it doesn’t fit with the customer’s needs.
- Acknowledgment of reservations: hearing the customer and talking with them, not around them.
- Anti-segmentation: less lumping into groups, more individualization. What’s that you say? You can’t “scale” like that? Focus your processes on quality over quantity.
- Being a trusted advisor instead of a “consultative salesperson.” Here, the conversation starts at a higher level instead of a transaction.
Internally, It’s About:
- A seamless connection between marketing, brand management, and selling.
- The right mix of direct and indirect (inbound, content-driven) lead generation.
- The beginning of customer-first efforts—before the first sale is even complete, you’re already building credit toward return and/or expanded business.
A recent Salesforce Research study shows that 84% of customers say the experience a company provides is as important as its products or services.
The Modern Approach
For businesses looking to transition from traditional tactics to a modern approach, the key lies in prioritizing the customer experience over the hard sell. This means moving away from high-pressure techniques and instead focusing on education, trust-building, and personalized interactions. Companies that adopt transparent sales methods and create value-driven conversations are more likely to build lasting relationships with their customers.
At the same time, understanding consumer buying behavior has never been more important. Today’s buyers are more informed, have access to endless online reviews, and expect businesses to meet them where they are—whether that’s through social media engagement, educational content, or seamless digital experiences. Adapting to these expectations isn’t just a competitive advantage; it’s a necessity.
Why Selling Has Evolved
It’s no longer about pushing a product or service—it’s about being part of the buyer’s journey. Sales professionals who approach their role as problem-solvers rather than persuaders stand out in an era where customers demand authenticity. When people feel heard, respected, and genuinely guided rather than sold to, they’re far more likely to buy—and, more importantly, to return.
This shift requires teams to rethink their strategies. Instead of focusing on quotas alone, success should be measured by relationships built, referrals gained, and trust established. A customer-first sales mindset means looking beyond immediate transactions and understanding long-term value.
It’s not about selling anymore. When organizations consider the sales process part of the overall experience, everyone wins. The future of selling is about connection, transparency, and trust—because at the end of the day, people don’t want to be sold to. They want to be understood.
Thoughts or experiences on the subject? Let’s talk.