Modern Sales: Structured, Strategic, and Transparent

Modern sales is clearly structured, strategically oriented, and transparently represented.
Like any other profession, sales is defined by the context of its time. There were eras in which modern customer acquisition required an entire team of field representatives visiting clients in person, covering countless kilometers along the way. From that period also stems the idea of the product as a physical sample.

However, just as the term “product” today encompasses far more than a mere printed piece (see also our article: The Evolution of Sales in the Printing Industry – from Pure Print Products to Comprehensive Customer Solutions), the concept of modern sales has also fundamentally changed.

With increasing market consolidation, it has become essential to align sales activities strategically – focusing on customers whose needs and budgets fit the company’s business model. A large number of small-scale inquiries and orders only benefit those whose model is specifically built around this type of clientele.

In other words: anyone aiming to implement modern sales must first ask which customers are the right fit for their company, what distinguishes them, and through which channels they can best be reached. From there, systematic groundwork is needed in the form of target lists – ideally prioritized by customer potential.

Ultimately, modern sales is an ongoing exercise in aligning set goals with achieved reality, enriched by insights gained along the way. Modern software is nothing more – and nothing less – than a digital tool to support and enhance efficiency in sales activities.

According to Apenberg & Partner, no more than 50 percent of companies in our industry are practicing sales in this modern way. What is your view, and where does your company stand?