Expert and postgraduate professor Carlos Rosales contributes and comments on the desirable and necessary transformation of the sales role in B2B sales; a core issue for good management performance and successful business growth.
“For years, sales training focused on persuasion techniques: handling objections, following a script, leading the customer through a funnel, and closing. That model worked at the time, but today it falls short. The environment has changed, and with it, buyers’ expectations.”
–B2B customers no longer need someone to repeat information they can find on the internet. What they’re looking for is a strategic partner: someone who understands their business, provides transparency amidst so much confusion, and helps them make high-impact decisions. This is how the profile of the new B2B salesperson emerges.
From consultative salesperson to co-creator of solutions
“Listening carefully and asking questions is still essential, although something more is now required. The successful salesperson no longer simply advises, but co-creates solutions with the client. They bring fresh ideas, connect with the business vision, and propose paths the client may not have considered.”
This shift in focus transforms the business relationship into a true alliance, where the sale is a consequence of credibility, not the immediate objective.
The value of supporting and simplifying decisions
“B2B buyers are often overwhelmed by the saturation of information and options. They often aren’t entirely clear about what they need. This is where the salesperson provides their greatest value: supporting, organizing ideas, and simplifying. The new salesperson is a guide in decision-making, someone who offers security instead of pressure to close a deal. This builds trust, loyalty, and lasting relationships.”
Data as a competitive advantage in sales
-Intuition still plays a role, but the best sales teams understand that analyzing data is also selling. Identifying patterns, interpreting metrics, and understanding each client’s timeframe allows them to deliver the right proposal at the right time.
“Transforming information into concrete actions is today one of the most powerful skills in the modern salesperson’s profile.”
Communicating beyond the meeting
-A salesperson’s impact no longer begins with the first call. Today, trust is built earlier, through digital communication: sharing articles on LinkedIn, publishing key learnings, recording short videos, or sharing useful insights. Far from being an exercise in personal visibility, this strategy generates closeness and credibility. When the one-on-one meeting occurs, the client already perceives the salesperson as someone trustworthy and relevant.
Ongoing Training: the key to sustainability
“Becoming, embracing, and deploying this new sales profile requires a constant learning process. From soft skills like communication and empathy, to technical skills like analytics and digital strategy.”
The challenge is to get out of your comfort zone, practice with real feedback, and be willing to change what no longer works. It’s not always easy, but it’s essential to stay relevant.
Adapting is not optional
“The transformation of the sales role in B2B sales is already underway. The market demands salespeople who go beyond persuasion and become strategic partners, capable of providing transparency, reliability, and real value.”
In this scenario, the question every sales professional must ask themselves is: have I already begun to transform as a salesperson, or am I still stuck in a model that’s outdated?
Author Information: Carlos Rosales
Carlos Rosales is a graduate professor at several universities in Colombia, Panama, Venezuela, and Guatemala. He is the author of the books “People Buy People,” “People Buy Leaders,” and “Epic Blunders in Sales,” with more than 90,000 copies sold. He is a trainer of sales professionals throughout Latin America. He is a high-impact speaker and mentor.
Recognized by LinkedIn as one of the Top Voices in Latin America and by GOIntegro as the Top 12 HR Influencers in Colombia.
He is currently the director of Consultores Neurosales, a training and human development company with a presence throughout Latin America.
Main reference image source: Vitaly Gariev on Unsplash
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