In 1992, Chally inaugurated a groundbreaking project to identify the future of sales as a profession; in particular, the steps necessary to create a "world class" sales force. That research project focused on interviewing over 60 top sales executives from many of the largest and best-known sales forces in the country.
At that time, "Consultive Selling" was perceived as the key to future success. Sales executives were most concerned about switching to "added value" selling and de-emphasizing volume-only strategies. There were concerns about the speed of technology changes, products maturing to commodities, and even government regulation. But beneath all the specifics was the need to change internal traditions and culture, to secure a seat for sales at the executive and boardroom tables, and to become a key resource in their companies' competitive strategies.
Now, more than a decade after the original research, Chally went back to leading global sales executives to get their perspective on the future of sales in the new millennium.
We broadened our scope, however, and interviewed over 90 top sales executives from across the world, including The Americas, the UK, Europe, Scandinavia, the Middle East, South Africa, and the Far East and Pac Rim.
In 15 minute to 45 minute interviews we discussed 6 major questions with each executive:
- What will be the three most important challenges companies will face moving into the future?
- What are the most important strengths companies will need to develop to overcome these challenges?
- What roles will sales play, and how will sales have to change or develop in order to drive their company's growth?
- What will be the most difficult challenges for salespeople and sales managers?
- What impact will globalization have on sales?
- What support functions or technologies will be most critical to support successful sales forces?
In this report we have documented their answers both quantitatively and qualitatively, with in-depth explanations in their own words.
The Great Business Challenges of The New Millennium documents the impact of sales today and is an in-depth prescription for the changes needed to succeed in the future.
