The Future of Sales Recruitment in the UK

As technology drives innovation, the number of tools needed to master to be successful in sales is soaring. Also increasing is the dependence on data to inform decisions and tailor messaging for customers with increasing demands. Customers are not only demanding, but they’re also becoming increasingly conscientious about pressing matters such as sustainability. All of these factors culminate in a change that’s moulding the industry. 

Our guide explores what the future of sales recruitment looks like in the UK, including the tools salespeople need and the strategies available to attract talent. 

The Evolving Sales Environment 

Traditional sales methods still have their merits. However, to thrive in an industry that’s undergone significant changes, sales jobs now demand much more from sales professionals. Technological advancements, developments in data, and customer behaviour all contribute to the changes sales recruitment is experiencing. 

Technology’s Impact 

Similarly to the shift from traditional sales approaches, technology has meant a transition to more modern purchasing methods. For example, e-commerce is soaring in popularity among consumers. The following stats support this trend: 

• Nearly 60% of people worldwide now prefer to shop online. 
• Specific to the United Kingdom, 48% cite convenience as their reason, while 37% say it’s because of a better variety of products. 
• There are over 580,000 e-commerce websites in the country, which is forecast to grow. 
• Smartphones (around 111.8 million people are estimated to own one) and high internet penetration make the UK a haven for e-commerce. Testament to this, at least 89% of people bought something online in 2023. 
• The e-commerce sector contributes around £2,089.6 billion to the country’s economy. This is projected to increase by 8.8% in 2024. 

The Difference Data’s Making 

Vast amounts of data are accessible in the digital age, resulting in changes in how businesses connect with their consumers. By collecting and analysing customer data, an element of personalisation has been added to the sales process. Customers are demanding, and with the tailored messaging data has allowed, consumers have grown accustomed to this new-age marketing. This is illustrated by these figures:

• A significant 71% of consumers expect businesses to deliver personalised experiences, with 80% stating they’re more likely to purchase from a company that does so. 
• Repeat custom is paramount, and 78% of consumers said bespoke branding increases their chances of repurchasing. 
• Over half of consumers claimed they’d stop buying from brands implementing subpar personalised strategies. 

Changes Resulting from Customer Behaviour 

Technology and data have intertwined to cause changes in customer behaviour, which in turn influences the sales environment. As we know, a substantial portion of the population has mobile devices with near-limitless information available to them. Today’s consumers can conduct ample research prior to making a purchase. 

Because data enables targeted messaging, they expect it to be personalised, too. Tailored marketing can increase brand loyalty, and customer’s loyalty to specific brands is increasing:

• According to the Data & Marketing Association (DMA), 62% of UK consumers are willing to pay more for brands they prefer. 
• Loyalty programs are becoming increasingly important to consumers, with 63% of respondents saying they’re essential for gaining sustained loyalty. 

Sustainability Concerns 

Consumers are conscious of the impact their purchases have on the environment, and these concerns are shaping their spending patterns. Of those asked in an Eden McCallum study, 61% stated they were very concerned about the sustainability of their consumption habits, and 36% said they always look to buy from brands with strong sustainability records. Such is the gravity of these concerns; consumers are prepared to spend more for eco-friendly options, for example:

• As per YouGov data, 64% of British consumers will pay up to 10% more for sustainably packaged food and drinks. 
• The same survey found 59% would pay 10% more for sustainable fitness equipment, while 58% would pay more for sustainable gaming consoles and cars. 

The Modern and Future Salesperson 

Considering the aforementioned, contemporary salespeople must be proficient with the latest technologies, leverage data to enhance decision-making and adapt approaches to accommodate varying customer traits. In addition to this, they must have strong communication and problem-solving skills and be able to work effectively in remote sales jobs. 

Technological Knowhow 

As is the case across several industries, the introduction and evolution of technology have transformed how sales professionals operate. Whether it’s CRM systems or data analysis tools, adapting and implementing the latest technology is pivotal in the modern sales environment. 

AI and Automation Advancements 

In today’s age, it’s nearly impossible to discuss technological advancements without referring to artificial intelligence, but what’s its impact on sales jobs? Firstly, AI can automate routine and repetitive tasks such as: 

• Data Entry and Management: Automated systems can optimise data entry, reducing human error and allowing time to be spent on other tasks. 
• Administrative Tasks: Arranging appointments and sending emails can be automated, which frees up time for more important tasks. 
• Customer Communications: Where appropriate, chatbots can deal with basic customer queries. 

Whilst artificial intelligence has undoubtedly alleviated sales professionals from responsibilities that could be considered mundane, it has also meant that there have been significant changes to sales jobs. A current pitfall of AI is its inability to convey human emotion effectively and create a genuine connection with people. With AI handling routine tasks, sales professionals are expected to build trust and a lasting rapport. 

In addition to being empathetic, there is a growing need for salespeople who are proficient with AI tool management and have strong data analysis tools. With that said, let’s explore how data is changing sales jobs. 

Discussing Data’s Influence 

While experience is paramount in sales, data has shown a shift away from more traditional methods employed by sales professionals. Data analytics enables strategies to be devised and informed decisions to be made. This new element of objectivity has many benefits: 

• Customer Insights: The modern salesperson has access to swathes of customer data, which is advantageous for several reasons. It allows for a targeted approach and the opportunity to incorporate tailored messaging. With 71% of consumers expecting personalised messaging, salespeople must capitalise on the data at their disposal. 
• Predictive Analytics: Analytics can forecast future sales trends and identify potentially prosperous sales leads. This insight means sales professionals can concentrate on opportunities that might yield better profits. 
• Accountability: Data provides a clear overview of salespeople performing well and hitting targets. It also highlights possible areas of improvement for those who might not be achieving their objectives. 

Customer Relationship Management Systems 

Customer Relationship Management systems offer a centralised hub for customer data and sales opportunities. In essence, CRM systems encompass technology and data and give sales teams access to detailed customer profiles, track performances, and give an overview of sales pipelines. 

They enhance cross-departmental coordination. Salespeople can seamlessly confer with marketing teams and customer service teams to ensure that consumers receive exceptional service. Contemporary cloud-based systems enable sales professionals to access customer data worldwide from any device. Mobile access also means real-time updates, so salespeople are always in the know. 

These systems are integral to modern sales jobs. They unify customers’ data and sales opportunities and organise customer information. Here are some examples: 

• Salesforce: Founded in 1999 by Marc Benioff, Salesforce is a cloud-based CRM platform with many applications that help organisations connect with their customers. 
• HubSpot CRM: This is a versatile CRM platform that lets businesses of all sizes monitor customer interactions and streamline processes. 
• Pipedrive: Founded in 2010 by a group of salespeople, Pipedrive simplifies the sales process through a visual pipeline management system. 

Taking a Look at Other Tools 

In addition to being adept with CRM systems, salespeople must be proficient with various other tools, such as: 

Sales Intelligence and Prospecting Tools 

Sales professionals can access data to help identify potential customers using the following tools:

• Cognism: A leading sales intelligence platform that provides B2B contact data and insights to help organisations enhance their sales and marketing approaches. 
• ZoomInfo: Originally founded as DiscoverOrg in 2007, ZoomInfo now has one of the largest databases available for B2B intelligence. Showcasing this, users can access over 150 million professional profiles and 14 million companies.

Sales Engagement Platforms 

Tracking customer communications is pivotal, and there are a range of tools that simplify this process, such as: 

• Outreach: This is a leading sales engagement that offers features like multichannel sequences, which allow sales professionals to create campaigns across multiple platforms. 
• Salesloft: This is a cloud-based sales engagement platform founded in 2011. Its features include cadences, which enable sales teams to build multi-step workflows for contacting prospects. 

Sales Analytics and Forecasting Tools

A plethora of tools designed for analysis, vast and complex, are available to assist sales professionals in their efforts. Let’s take a look at some: 

• InsightSquared: This tool offers sales analytics, forecasting, and pipeline management tools for sales businesses. It provides AI-driven updates so past performances can be contrasted. 
• Gong: Uses AI and machine learning to capture and analyse insights from customer interactions across various channels. 

Recruiting Strategies for Securing Sales Talent 

What makes a good salesperson? Sales recruitment agencies have several strategies to ensure they’re headhunting talent with the necessary credentials to thrive in the modern sales environment. As discussed, they must have technological aptitude, confidence in data analysis tools, and a nous to benefit from customer behaviour. 

Here’s an overview of possible solutions:

• Assessing Tech Skills: It’s inescapable that today’s salespeople must demonstrate their adeptness with a diverse set of technological tools. Therefore, asking relevant questions associated with the required tools for sales jobs is essential. It must be ascertained that candidates have experience with AI and automation, CRM systems and data analysis tools. 
• Behavioural Interviews: This approach can be employed to gain insight into a candidate’s sales abilities and experiences. By asking candidates to provide examples of them displaying real-world skills, sales recruitment agencies can better scrutinise their problem-solving skills, ability to meet targets, understanding customer behaviours, and leadership capabilities. 
• Building a Diverse Talent Pool: Access to a broad and diverse talent pool is advantageous for several reasons. Diversity brings a multitude of experiences and expertise across different areas. According to McKinsey, diverse teams are 35% more likely to outperform competitors. 

Final Say: The Future of Sales Recruitment in the UK 

Sales jobs and, therefore, sales recruitment are both experiencing changes due to technological developments, data analytics, and altering customer attitudes. Sales professionals must not just overcome these shifts; they must instead use them to their advantage. It’s a necessity that salespeople can properly leverage the latest tech, develop strategies via data analysis, and react positively to adapting customer behaviour. 

To identify key talent that’s poised to perform in the modern sales world, recruitment strategies must be formulated to assess a candidate properly. They must have tech prowess, the ability to demonstrate examples where they’ve applied sales and problem-solving skills, and the ability to cater to customers’ needs. This could be done by gauging their expertise in certain tools, conducting behavioural interviews, and building a broad talent pool. 

Do you Need Sales Recruitment Solutions? 

If your business needs exceptional salespeople, our team of expert consultants combines their industry knowledge with a deep network to headhunt professionals and find you quality candidates. 

Not only will they be equipped with the skills needed to bring success, but we will also work diligently to ensure that they match your company’s ethos. 

Contact us today to learn how we can elevate your business.