Blog Posts

Modern Sales Evolution – Insights from Vinit & Jonathan

May 31, 2024

Sales is experiencing a transformation, influenced by technological progress, shifts in consumer habits, and dynamic market landscapes.

As a result, traditional strategies based on product presentations are being replaced by approaches that emphasise understanding and meeting customer value.

In this blog, we’ll discuss sales practices focusing on providing ongoing value and complete solutions to clients. Our discussion will feature insights from Vinit Shah, founder of the London School of Sales, and Jonathan Bouchier, Consultant, Coach & Facilitator at The Sales Coach Network.

Evolution of Sales Organisations

Sales over time have undergone a significant transformation. Sales evolution has been driven by the advancement of technology, the introduction of sophisticated systems and processes, and the development of effective frameworks

Vinit dives into this transformation with Jonathan regarding his experience and explores his ideas on the evolution of sales. 

Vinit: Given your broad experience, what has changed most significantly in sales and what do you believe the driver of that change is?

Jonathan suggests technology is the biggest driver of change in sales. He highlights how the landscape has shifted from basic research and contact databases to a world of powerful tech stacks that offer incredible efficiency.

While acknowledging the benefits of faster access to information and streamlined processes, Jonathan warns salespeople about the potential downsides of tech such as automation.

Adapting to Changes in Buyer Behaviour

Vinit highlights a key challenge in sales today: buyers have more choices and information than ever before. It is especially important to consider that they conduct 60-70% of their research before even engaging with salespeople.

He underlines the need for salespeople to adapt to the new buyer dynamic of independent research, preferred communication channels, and solution-oriented conversations.

Vinit: What needs to happen, in your opinion? How do you think our sales approach needs to change to engage with buyers effectively? 

Jonathan emphasises that the skills and strategies that worked in the past won’t be enough in today’s market. Everyone in sales, from sales leaders to sales reps, needs to up their game.

Ready to adapt to the evolving sales landscape? Embrace a customer-centric approach, leverage technology, and understand your buyers’ changing behaviours.

The Power of Curiosity in Modern Sales

Vinit identifies a crucial missing element in salespeople: curiosity. He shows interest in Jonathan’s curiosity model, in which salespeople focus on qualifying leads, asking insightful questions and genuinely understanding the buyer’s needs.

The true essence of genuine curiosity in sales is not about figuring out how to close the deal at all costs, but rather understanding if your offering truly provides value to the buyer.

Vinit highlights the crucial link between empathy and curiosity in effective sales strategy. He suggests that empathy fuels genuine curiosity, leading to more meaningful conversations and ultimately, greater trust.

Mastering human-centric skills allows salespeople to build better relationships, understand needs deeply, and offer resonating solutions. Emphasis on human connection can differentiate sales organisations in the automation era.

Aligning Internal Sales Language with External Client Experience

Vinit raises a critical point about disqualification in sales. He argues that an overemphasis on volume often disqualifies valuable opportunities simply because the initial approach is flawed.

Jonathan discusses the traditional sales model that categorises salespeople as hunters or farmers, suggesting that this model could limit organisations’ effectiveness through internal language.

Jonathan brings a key point to the table: the fundamentals of sales still matter. A strong structure, process, methodology, and a clear value proposition remain essential for success. 

Vinit identifies a major pitfall in sales: the overemphasis on short-term outcomes. When strategies and objectives prioritise immediate results, salespeople may turn to manipulative tactics, prioritising quick wins over building trust and long-term customer value.

The focus on outcomes creates a self-reinforcing cycle that feels like a honey trap, discouraging the organisation from changing its approach. Thus, organisations focused on conversion and revenue should consider the long-term impact on customer loyalty. 

To achieve sustainable success, Vinit argues, sales organisations need to shift their focus towards building lasting relationships and providing value to their customers. 

Delivering Value and Leveraging Technology in Sales 

Vinit concludes the interview by asking Jonathan for insights on the evolving sales landscape.

Vinit: What is the latest sales model or thinking that you’re working on and why has that topic piqued your curiosity?

Jonathan dives deep into the complexities of value in sales. He suggests that current frameworks often prioritise a corporate perspective, overlooking the value proposition that resonates with individual buyers. 

He explores how technology is leading the sales landscape. By embracing technology and its ability to improve effectiveness and client outcomes, salespeople can elevate their game and achieve greater success.


Vinit and Jonathan’s conversation reveals a transformation in the sales landscape from a product-centric to a customer-centric approach, driven by technology and evolving buyer behaviour.

With these insights from Vinit and Jonathan, salespeople and organisations can navigate the ever-evolving sales landscape and thrive in the modern buyers’ era.

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