Hilary Broadley – MD at Broadley Speaking
26 years ago, Hilary Broadley left the world of being an employee in corporate sales behind and started working freelance in a way that would suit her lifestyle as a mother, with flexible hours and understanding clients. Before long, “Broadley Speaking” was born – a company which now functions in over 75 countries, with a pipeline generated and managed of over £340m.
I wanted to speak to Hilary for a number of reasons – firstly, a mutual connection had recommended her for the podcast (Adam Fleet); secondly, because I wanted her advice on my own sales strategy; and thirdly, because I’d heard that she was very focussed on staff development within her role as “boss” and company owner. In fact, as Hilary begins the process of stepping away from the business, the person taking on the MD role started out as an apprentice at Broadley Speaking 9 years ago.
Sales in the 1990s vs Sales in 2020s
How has “sales” changed over the time Hilary has worked and then run a business in the field. Interestingly, Hilary talks in this interview about how for years there was the telephone, and then eventually a fax machine, and that was it… However, with the evolution of the internet and all the various platforms that now exist, how does Hilary recommend we approach sales? Is telesales / telemarketing extinct? How will AI and tools like ChatGPT impact on the effectiveness of strategies such as email, content creation – will people lose trust in these and return to pure conversation?
A conversation well worth watching for a number of reasons – and find out also Hilary’s advice to others already in business, or considering starting their own. A really well-invested 17 minutes of your day!
So, how has sales changed? The truth is that over the past 40 years, sales has undergone significant changes due to advancements in technology, shifts in consumer behaviour, and evolving business practices. Here are some key ways in which sales has changed:
- Digital Transformation: The rise of the internet and digital technologies has transformed the sales landscape. Salespeople now have access to various digital tools and platforms to reach customers, such as email marketing, social media, and e-commerce websites. This has expanded the reach and efficiency of sales efforts.
- Customer-Centric Approach: Sales has shifted from a product-centric approach to a customer-centric approach. Rather than simply pushing products or services, salespeople now focus on understanding customer needs and providing personalized solutions. Building long-term customer relationships and delivering exceptional customer experiences have become priorities.
- Data-Driven Decision Making: Sales has become increasingly data-driven. Companies now collect and analyze vast amounts of customer data to gain insights into buying patterns, preferences, and trends. This data helps sales teams identify opportunities, target the right customers, and tailor their sales strategies accordingly.
- Sales Automation and CRM: Customer Relationship Management (CRM) systems have become essential tools for sales teams. CRM software allows salespeople to manage customer information, track interactions, and streamline sales processes. Automation tools like email automation, lead scoring, and sales analytics have improved sales efficiency and productivity.
- Remote Selling: With the advancement of communication technology, remote selling has gained prominence. Sales professionals can connect with prospects and customers through video conferencing, webinars, and online presentations. This has facilitated global reach, reduced travel costs, and provided flexibility in conducting sales activities.
- Social Selling: Social media has emerged as a powerful sales tool. Salespeople leverage platforms like LinkedIn, Twitter, and Facebook to build relationships, share valuable content, and engage with potential customers. Social selling allows for targeted prospecting and enables salespeople to establish credibility and trust.
- Personalization and Customization: In today’s competitive market, personalization has become crucial in sales. Sales teams strive to tailor their messaging, recommendations, and offers to individual customers. This personal touch helps create a unique customer experience and increases the likelihood of making a sale.
- Consultative Selling: Traditional sales techniques focused on persuasion and closing deals. However, consultative selling has gained prominence, emphasizing a collaborative and problem-solving approach. Salespeople act as trusted advisors, helping customers navigate challenges and find the best solutions.
- Focus on Relationship Building: Building and nurturing relationships is now at the core of successful sales. Salespeople invest time and effort in understanding customer needs, addressing concerns, and providing ongoing support. Repeat business and customer referrals have become significant drivers of sales success.
- Increased Competition and Globalization: The global marketplace has become more competitive over the past 40 years. Sales teams face competition from both domestic and international players. This has required sales professionals to be more proactive, innovative, and adaptable to stay ahead in the market.
And in reality, these are just some of the notable changes that have shaped the sales landscape over the past four decades. The continuous advancement of technology and evolving customer expectations will likely continue to drive further changes in sales practices. How has sales changed for your business? We’d love to hear from you.
I need sales help!
If you are struggling to generate leads and need to improve your sales, reach out to Hilary for support, or book in a complementary session with one of our coaching team.
