How Enterprise selling has changed

The landscape of enterprise software selling has transformed significantly over the past decade, driven by advancements in technology, shifts in buyer behaviour, and the evolving nature of software solutions themselves. This evolution should be promoting sales teams to adapt their strategies and approaches to stay effective and competitive. 

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Here’s an overview of these changes and how salespeople can adapt to the new dynamics.



Changes in Enterprise Software Selling

1. Shift to Subscription Models

Traditional enterprise software was typically sold through perpetual licences, involving significant upfront costs. However, the industry has largely shifted to subscription-based models, such as Software as a Service (SaaS). This shift means that sales are now less about one-time transactions and more about ongoing relationships and customer retention.

2. Informed Buyers

The internet has empowered buyers with access to a wealth of information. Prospects often conduct extensive research before engaging with sales, meaning they are more informed and have higher expectations. Sales teams must now add value beyond what buyers can find online, they should be able to form a point of view, and focus on sharing information that is tailored to the buyer, and tells them things they may not know or expect.

3. Customer-Centric Selling

Modern enterprise software solutions are often highly customisable and must fit specific business needs. This has led to a more consultative sales approach where understanding the customer’s unique challenges and goals is paramount. Sales teams need to tailor their pitches and solutions accordingly, offering an informed view that can either shift mindset and/or help the buyer build their business case for investment

4. Complex Decision-Making

The decision-making process in enterprises has become more complex, often involving multiple stakeholders from different departments. Sales strategies now need to address a broader range of concerns and demonstrate value to diverse groups within the organisation. Organic outreach must begin earlier, ahead of leads coming from the marketing team, focus on adding value to buyers over time in order to develop a relationship.

5. Data-Driven Sales

The availability of big data and advanced analytics has revolutionised the sales process, but has also made it more challenging. Sales teams can now leverage data to gain insights into customer behaviour, preferences, and buying patterns. This enables more targeted and effective sales strategies, but you need to adapt tools such as AI to help spot patterns that are difficult for the human mind to grasp, and use that information to prioritise activities.


Adapting to the New Sales Environment

1. Embrace the Role of Advisor

Sales teams need to transition from being mere vendors to trusted advisors. This involves gaining a deep understanding of the client’s business, industry trends, and specific pain points. By providing insights and recommendations, salespeople can build stronger relationships and demonstrate the value of their solutions. Immersing themselves into the industry of the buyer is crucial, building relationships in that industry and establishing a role as a thought leader/influencer.

2. Leverage Technology

Utilising CRM systems, sales automation tools, and analytics platforms is crucial. These tools help sales teams manage their pipeline more effectively, track customer interactions, and personalise communication. Additionally, leveraging AI and machine learning can provide predictive insights and identify the best opportunities to pursue, and help to scale efforts across more people.

3. Focus on Customer Success

With subscription models, customer retention and satisfaction are more critical than ever. Sales teams should work closely with customer success teams to ensure smooth onboarding, ongoing support, and continuous value delivery. Proactive engagement and addressing issues promptly can lead to long-term customer loyalty. Uncovering insights from the customer success team is crucial to shorter sales cycles and a coordinated and consistent customer experience.

4. Develop Multi-Channel Strategies

Modern buyers interact with multiple channels, from social media and email to webinars and in-person meetings. Sales teams need to adopt a multi-channel approach, ensuring they are present where their prospects are and delivering consistent messages across all touchpoints.

5. Enhance Soft Skills

While technical knowledge is essential, soft skills like empathy, active listening, and communication are equally important. Building rapport and understanding the human element behind each sale can significantly impact the outcome. Training in these areas can help salespeople connect better with clients, understanding what is driving the buyer, who and what they may need to engage in order to make the purchase.

6. Continuous Learning and Adaptation

The tech industry evolves rapidly, and sales teams must keep up with new developments and not just sell what they are comfortable with. Continuous learning about new products, industry trends, and sales techniques is vital. Engaging in regular training sessions, attending industry conferences, and participating in webinars can help salespeople stay ahead of the curve.

7. Adopt a Collaborative Approach

Given the complex nature of enterprise sales, collaboration within the sales team and with other departments like marketing, product development, and customer support is crucial. A unified approach ensures that all customer touchpoints are aligned and that the sales process is seamless and effective.



In summary, the shift from traditional to modern enterprise software selling demands a more nuanced and customer-centric approach. Salespeople who can adapt by embracing technology, focusing on customer success, developing soft skills, and maintaining continuous learning will thrive in this dynamic environment. By doing so, they can not only meet but exceed the expectations of today’s informed and sophisticated buyers.

If you need help with training your sales team in building points of view, shifting sales approaches from hardware to software and/or services, or facilitating joint account planning, please get in touch. 

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