b2b-selling-you-need-to-update-your-navigation-system

What the Hell Happened to B2B Selling in 2025?

By / / AI & Data, Buying, Call Reluctance, Innovation, Sales Trends

In 30 seconds

The Problem: The B2B sales terrain fundamentally shifted in 2025. Cold calling stopped working for 71% of decision-makers under 40. Over 70% of buyers now use AI to research and shortlist vendors before contacting sales. Buying committees exploded to 10+ influencers across 6 to 11 months. Most sales teams are experimenting with AI in isolation with no consistency, no integration, and no playbook.

The Shift: From predictable, linear sales processes to orchestrating complex, multichannel, generationally diverse buying journeys. The power shifted from seller-controlled discovery to buyer-controlled validation. Sales teams now face a generational divide in communication preferences, digitally empowered buyers making decisions before first contact, and buying committees requiring simultaneous orchestration across multiple stakeholders.

The Solution: Update your navigation system for the terrain that exists now. Build a 2026-ready sales process and playbook that’s generationally intelligent, digitally integrated, designed for buying committee orchestration, and embraces AI as a capability multiplier. The fundamentals haven’t changed. Building trust, understanding needs, creating value, and solving problems remain eternal. But your map needs updating.

What the Hell Happened to B2B Selling in 2025? Read Post »

Navigating the Brave New World of Sales

Navigating the Brave New World of Sales

By / / Attitudes & Behaviours, Blog, Business Growth, Human-centred, Hybrid Selling, Innovation, Leadership, Opportunity, Remote selling, Sales Trends

In 45 seconds

Key Insights from the Barrett Event (28/11/24) with Alex Fein, RedBridge and Sue Barrett, Barrett:

Erosion of Trust:

  • Alex Fein discussed growing public scepticism toward institutions, media, and corporations, driven by a disconnect between personal expectations and failing public systems
  • Businesses need empathy and qualitative insights to understand and address these sentiments effectively

AI in Business:

  • Caution against over-reliance on AI; it enhances operations but cannot replace human connection
  • Leaders should use AI selectively to complement human-centred practices

Building Trust:

  • Sue Barrett emphasised long-term value creation over short-term wins
  • Businesses should focus on solving real problems to foster trust and deliver meaningful value

Modern Sales Practices:

  • Hybrid selling is …

Navigating the Brave New World of Sales Read Post »

blog-sales-trend-12-talking-and-walking-integrity

Trend 12 – Talking AND Walking Integrity

By / / About Us, Attitudes & Behaviours, Barrett Company, Barrett Team, Blog, Case Studies, Ethics & Values, Leadership, Sales Trends, Sustainability and Environment, Testimonials

This is Trend 12 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

Trend 12 highlights the vital fusion of rhetoric and action in upholding integrity in businesses. Beyond verbal claims, companies must incorporate integrity into their culture, led by authentic, transparent, and accountable leadership. Key attributes include authenticity, transparency, accountability, ethical decision-making, and employee empowerment. Leaders with integrity build trust, loyalty, and long-term success. The consequences of compromising integrity can include loss of credibility, decreased morale, legal issues, and financial repercussions. Rebuilding trust is possible …

Trend 12 – Talking AND Walking Integrity Read Post »

Blog_Trend11_off_the_shelf_and_customised

Trend 11 – Off the shelf AND Customised

By / / Blog, Buying, Customer-centric, Sales Skills, Sales Tips, Sales Trends, Selling Better, Value Based Selling

This is Trend 11 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

In B2B sales, we are seeing a trend where buyers seek quotes from salespeople without specifying a situation, needs, or priorities. Salespeople must strategically offer adaptable solutions, conduct thorough research, present flexible options, emphasise universal benefits, and share customised case studies. Transparent pricing and language implying customisation build trust. Highlighting modular features reinforces adaptability. This approach navigates the challenge of providing value-based quotes with limited buyer information. It positions sales professionals to later …

Trend 11 – Off the shelf AND Customised Read Post »

Blog_Trend_10_self_ans_other_awareness

Trend 10 – Self AND Other Awareness

By / / Attitudes & Behaviours, Blog, Common Ground, Communication, Emotional Intelligence, Human-centred, Life Skills, Sales Trends, Self Development, Soft skills, Success, Wellbeing

This is Trend 10 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

In successful businesses, the dual focus on self-awareness and consideration for others fosters leadership effectiveness, adaptability, and emotional intelligence. It shapes collaborative team dynamics, customer relations, and conflict resolution. The intersection of self-awareness and consideration, witnessing enhanced communication, stronger relationships, and practical implementations in sales teams has a huge transformative power.

In 2.5 minutes

One of the things we noticed this year in successful businesses and sales teams is that their people are both self-aware …

Trend 10 – Self AND Other Awareness Read Post »

barrett_sales_trends_9_individuals_and_teams

Trend 9 – Individuals AND Teams

By / / Blog, Collaboration, Communication, Human-centred, Sales Trends

This is Trend 9 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

The evolving business landscape and its challenges highlight the dual importance of individual accountability and team collaboration in sales and service teams. Individual accountability involves personal responsibility for sales targets, skill development, innovative problem-solving, and client relationship management. Simultaneously, team collaboration focuses on shared goals, synergies, knowledge sharing, and resource allocation. The key to success lies in balancing and aligning individual accountability and team collaboration through clear KPIs and other supportive measures, ensuring …

Trend 9 – Individuals AND Teams Read Post »

Barrett_sales_Blog_Trend8_Sales_AND_Customer_Service

Trend 8 – Sales AND Customer Service

By / / Blog, Customer experience, Customer Service, Customer-centric, Sales Trends

This is Trend 8 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

Sales and customer service need to work in harmony for outstanding results and client engagement. Sales drives revenue and provides market insights, and customer service offers client support, ensures quality, and focuses on retention. Their collaboration is vital, ensuring smooth client handovers, a robust feedback loop, and identifying cross-selling opportunities. Together, they cultivate client loyalty, resolve issues efficiently, and uphold a customer-centric approach. This collaboration is the cornerstone for business success, impacting client …

Trend 8 – Sales AND Customer Service Read Post »

Sales_Blog_2024_Trend5_Process_AND_Agency

Trend 5 – Process AND Agency

By / / Blog, Sales Process Maps, Sales Results, Sales Trends
This is Trend 7 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

Excellence in sales team performance relies on a balance between well-established processes and individual agency. Sales and service processes offer consistency, efficiency, scalability, and risk management. Agency fosters adaptability, creativity, ownership, customer-centricity, and empowerment. Combining both is essential for success. Processes provide a framework for creative thinking, balanced risk-taking, and increased employee engagement. Striking this balance ensures outstanding performance, even in a rapidly changing business landscape.

In 2 minutes

Traditionally, teams have either had a …

Trend 5 – Process AND Agency Read Post »

Barrett_Sales_Blog_Trend_04_Sales_AND_Marketing

Trend 4 – Sales AND Marketing

By / / Blog, Marketing, Sales Results, Sales Trends, Selling Better
This is Trend 7 from Barrett’s 12 Business and Sales Trends for 2024. You can download the full report here.

In 30 seconds

Recognising the symbiotic relationship between sales and marketing is crucial for business success. While their emphasis may vary depending on the product or service, both functions are interdependent. Marketing understands the market, generates leads, builds the brand, provides content, nurtures customers, and offers data insights. Sales relies on marketing for leads and tools to close deals and provides valuable customer feedback to refine marketing strategies. This collaboration is essential for achieving sustainable growth …

Trend 4 – Sales AND Marketing Read Post »

Scroll to Top