Latest Trends in Sales

Ronn Torossian
3 min readMay 6, 2022


As with every year, this year has its own sets of changes and challenges, and the same is true for the sales landscape.

Sales have drastically changed over the last few years, and for companies to stay ahead of any new trends, it’s helpful to keep track of what’s happening in the industry.

Product and service demos

Most potential consumers aren’t interested in seeing how a product or a service works, and instead, are a lot more interested in making sure that a business understands their needs and requirements, and that the solution they want to purchase actually works for them.

A great example of this is selling books.

While companies that are in the business of selling books can talk about the dimensions and weight of a book, they’re going to be a lot more successful if they talk about the content of that same book, and how the story in it can improve people’s lives.

That means while companies might have a lot of product expertise, that’s not what the consumers are looking for, and businesses should be focusing on figuring out what the consumers really care about.

If a company knows about the concerns that its consumers have, it can show them just enough of its solution that the information is going to align with their problems and deliver better results for both parties.

Customer Relationship Management (CRM) System

According to research, most sales representatives tend to spend less than 30% of their average day on making sales, and the rest of the workday is spent on training, meetings, and prospecting.

To make that short period of time a lot more efficient, companies should invest in a customer relationship management (CRM) system that has more features, such as call tracking, which allows sales teams to reach more leads with a lot less effort.

Efficient CRMs can also have other effective and beneficial features such as calendar management links, call recording, and email templates, and all of them can improve the productivity of sales teams.

Customer Relationships

Most companies don’t make sales at the first contact that they have with a potential consumer, and they actually need to have various touchpoints in different forms to close a sale.

However, according to studies, most sales representatives tend to only make two attempts to reach a potential consumer.

When companies invest in creating a multi-touch approach, they’re going to build a lot more high-quality relationships with their customers through meaningful communication, interaction, and problem-solving.

This helps companies nurture their leads through a number of different methods and get more of them to convert.

Market Niches

When a company attempts to cast a very wide net to get as many consumers as possible, it tends to fail in those efforts because the messages don’t resonate with people.

Although targeting smaller markets doesn’t seem intuitive for businesses, it’s actually a very beneficial strategy because that way, companies can focus on their ideal consumers a lot more, and improve their buying journey.



Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“