What is the difference between traditional selling & modern selling?

Sven Lens
3 min read
26 Apr 2022

The buyer leads the dance

Sales is one of the oldest professions in the world. But in the last couple of years, the sales job is changing significantly and it will continue to do in the next years. The winners of tomorrow need to review their sales strategy today and adopt the modern selling techniques to win the game. But how does modern sales differ from traditional sales?

The most important differentiator is the fact that the buyer is at the heart of modern selling. The buyer is in control and wants to be advised at the right time, right place, with the right content.

But it doesn’t stop there. Modern selling simply leverages new tools and techniques to achieve the same goal as traditional selling: creating more sales conversation, a higher pipeline and improved conversation rates.

Companies have to start embracing modern selling techniques in their sales strategy in order to reach the modern buyer. While some organizations are experimenting with modern tactics, others are simply not yet aware of the power of modern selling. To meet the demands of the modern buyer, companies should combine successful traditional sales methods with a modern selling approach that is designed to find, engage and connect with prospective customers.

By default, this is a transformation project that takes time to change the entire company behavior. Consequently, it’s impossible to switch from traditional to modern in a finger snap. But the good thing is that both approaches can co-exist and pave the way for long term success.

The power of Modern Selling

Besides the fact that the buyer is in control, technology is supporting the modern seller to engage with prospects and nurture them along the buyer’s journey. By regularly sharing content and engaging on the posts of others, sellers attract prospects to connect with them.

Other benefits of modern selling are:

  • More targeted search for leads and prospects
  • Leverage available content at the right time in funnel
  • Provide valuable advise to prospects to build trust
  • Engage with target audience
  • Build relationships with existing customers
  • Collect additional insights on prospects
  • Automate admin work to free up rep time

Modern Selling delivers better results

In B2B sales, unconditional pitching and hard sells are quickly becoming things of the past. The most successful sales professionals are developing a more helpful and consultative approach in their relationship with buyers. This is how we build trust, which is absolutely essential. Sellers need to understand that a buyer wants to be advised. Especially in more complicated buying journeys.

If you take it one step further: 43% of buyers prefer to have a rep-free experience. This number goes up to 54% when you talk to millenials. As an organization you need to make sure you still engage with your audience by providing valuable content throughout the buying journey. And hit the road with your sales people when the buyer needs it.

A blended approach is a must, not nice-to-have

The world is changing at a fast pace and time is not on your side. Successful leaders have to review their strategy and design a roadmap for sales success. This is a transformation project that comes along with change. This takes time so you better start today. Don’t postpone the action, because your competitors are reading this too…