10 Sales trends we’re seeing in 2023

Sales trends show us how sales is changing to meet the challenges of today. New tools arrive to help sales professionals, and new tactics replace older methods. Even our customers evolve and change, and we have to grow to meet their demands.

So, what sales trends are we seeing this year? We’ve rounded up some of the hottest trends you might want to test out for yourself.

1. Account-based selling

Account-based selling has seen increasing popularity, with over 70% of businesses planning to invest more in 2023. Many businesses have adopted it to replace cold-calling.

So, what makes account-based selling tactics any better?

With this tactic, sales professionals seek out accounts that match a particular profile. Then they drill deep, really getting to know these customers and their needs. This focus on customer connection drives sales success, translating into higher revenues.

2. Automation ticks up

Automation is another big sales trend for 2023, even though it’s been hot in sales circles for a while now. Right now, artificial intelligence is driving growth in this area.

Automation tools have plenty to recommend them:

• They help salespeople keep in touch
• They send the right messages at the right time
• They allow you to meet customer demands with ease
• They improve both the customer journey and interaction

Best of all, automation tools give sales professionals their time back. You can focus more time and effort on building relationships with your customers.

3. Conversational sales and social selling

Even if they’re not new, conversational sales and social selling are on track to be one of the big sales trends of 2023.

The idea behind them is to build relationships with customers, often on social media platforms. As buyers have evolved, the role of the salesperson has shifted. You need to be helpful to prospects.

The relationship focus of conversational sales and social selling lets salespeople learn about their prospects and their needs. From there, it’s easy to offer solutions that actually fit.

4. Data and analytics come into their own

We’ve heard of “big data” and data lakes companies can’t do anything with. The story is changing thanks to new tools, particularly AI. AI takes enormous datasets and turns them into the insights needed to power sales.

In sales prospecting, AI can help you identify better leads. It can also identify patterns in your customer base, leading to better cross-selling to existing clients. It can even help test and tweak messaging campaigns.

5. Sales and marketing alignment becomes reality

There has been plenty written about aligning sales and marketing. One of 2023’s biggest sales trends, though, is seeing that alignment become reality.

Why has sales/marketing alignment become such a big thing in 2023? New tools, like AI, are making it easier than ever. Together, sales and marketing can qualify leads, follow up with prospects, and collaborate on messages.

6. The rise of self-service options

Today’s customers are more informed and aware than ever before. In a lot of cases, they’ve done the research before they even start talking to a sales professional. When that happens, there’s a good chance they already know what they want.

This phenomenon has led to a rise in self-service. In effect, some buyers don’t want to talk to sales to get what they want. They just want to buy.

Self-service has placed more importance on other parts of the buying journey. As a result, a focus on customer experience and curated content journeys has emerged.

7. Nurturing existing customers takes the lead

Alongside the rise of self-service, we’re seeing an emphasis on nurturing existing customers, rather than solely focusing on net new acquisition.

This is likely to be a long-term trend. Business leaders are discovering that products and services aren’t enough to convince buyers to sign up. Instead, buyers are looking for the best possible customer experience.

The statistics support this move too:

• Returning customers spend 67% more
• They also buy more often
• It costs 5-7 times less to keep an existing customer than acquire a new one

In short, it just makes sense to keep the customers you have happy. To do that, you’ll need to nurture existing customer relationships. Cross-selling and upselling are also part of the picture here. Success in this arena comes from knowing your customer and their needs.

8. AI emerges in sales

We mentioned AI in connection with automation and data analysis already. It’s also emerging in other areas of sales, like sales training.

AI has some amazing capabilities, and the tools are only going to improve with time. Early adopters will have time to tweak their process to incorporate AI and make the most of it.

9. Turning inward: Focusing on sales culture

The structure of sales teams is changing too. Flattened hierarchies are becoming more common. Another shift is the focus on retaining experienced team members.

Retaining salespeople has put the focus on internal sales culture. More business leaders are emphasizing keeping the sales team happy. Higher retention means lower costs for the business, but it also has other effects.

Happy employees actually lead to increases in revenue. Part of that is a more supportive environment, which helps people do their jobs with ease. In sales, happy employees tend to offer better customer support—which improves client satisfaction too.

10. More touchpoints in the sales process

Despite the shift to self-service, the buyer’s journey is becoming even more complex. That, in turn, is leading to more touchpoints in the sales process.

Again, buyers themselves are the driving factor behind this 2023 sales trend. In a world of AI and automation, they increasingly want a “human touch” throughout the buying process.

This is the major reason you need to deliver on the customer experience. Products and services are largely the same, and many sales teams use the same tools. If you want a buyer to choose you, then you need to give them a reason. A superior customer experience and a focus on relationships will take you further in the modern sales arena.

Change is the only constant

Our survey of sales trends in 2023 shows one thing: technology continues to drive change. AI and automation offer us new ways to connect with prospects and support them. At the same time, they drive the demand for both self-service and a more “human” touch in the sales process.

Some of these trends will fizzle out, but others have the potential to boost your sales success—in 2023 and beyond.