The traditional sales strategy is dead.
As Tom Lavery, CEO of Jiminny, discussed at the Innovate to Win Summit, the dynamics of sales have shifted drastically in recent years. Buyers no longer wait for salespeople to reach out or control the pace of the conversation. 60-70% of the buying journey is completed before a salesperson ever speaks to a potential customer.
This means salespeople must fundamentally change their sales strategy.
Gone are the days when success was solely about what you said in a call or pitch. Today, it’s about how you make your buyers feel. Buyers now control the process, and to succeed, salespeople need to adapt and focus on building trust and rapport early, ensuring they’re seen as advisors—not just vendors.
In this blog, we’ll explore Tom Lavery’s key insights and actionable strategies for thriving in the new sales landscape. It’s no longer about chasing every lead—it’s about refining your sales strategy to create sustainable, long-term success.
Salespeople no longer close deals—buyers do
Sales has undergone a fundamental shift: salespeople no longer close deals in the traditional sense—the buyer does. The internet, social media, and countless resources have given buyers control of the information they need to make decisions. By the time they engage with a salesperson, they’ve often already decided what they want and are simply looking for confirmation or clarification.
At the summit, Tom Lavery shared that salespeople must pivot from pushing a sale to guiding the buyer through the final stages of their journey. It’s about being seen as a trusted advisor who helps buyers make informed decisions, not a salesperson pushing for a close. Sales teams need to shift from the traditional “close the deal” mentality to a consultative sales strategy. Success isn’t measured by how many deals are closed, but by how well the salesperson is able to build trust and offer value throughout the journey.
Call intelligence is the key to meaningful sales conversations
One of the most powerful insights from Tom’s session was the concept of call intelligence.
Traditional sales calls often focus on ticking boxes and following a prescribed script, but Lavery argues that this is insufficient. Instead, salespeople need to understand the structure of the conversation beyond just "checking off the list."
Sales teams must evolve by focusing on the emotional and relational aspects of a sales call. How does the conversation make the buyer feel? Are they engaged and motivated? Are the salespeople actively listening and responding to the buyer’s needs, or are they just talking at them?
How to get your team calling smart, not hard
Start by focusing on improving one aspect of your sales strategy. Instead of trying to perfect everything at once, have your team refine their sales conversations.
Whether that’s improving call structure or practicing active listening, honing in on one area will yield sustainable results over time. When salespeople master one key area, like call intelligence, it can lead to a sustainable increase in sales—without simply adding more leads to your pipeline.
Is it really an opportunity?
Tom Lavery believes that every salesperson needs to build a solid business case for their opportunities. The question isn’t just “Is this a qualified lead?” but “Is this a real opportunity based on the buyer’s needs?”
Salespeople need to think about the entire process from start to finish. Have they done their homework?
Have they positioned themselves as trusted advisors, helping the buyer build their own business case for purchasing the solution? If the answer is no, it’s not a genuine opportunity—it’s just another conversation.
Shifting your team from converting leads toward solving buyer problems
Salespeople should consider the entire journey of their prospect. Start by helping the buyer see the value of the solution within their specific context. If the salesperson hasn’t built a business case, they haven’t done their job properly. This mindset helps your team refine your approach and engage prospects at a deeper level.
Use storytelling in sales to build relationships
In today’s buyer-centric world, it’s no longer enough to present facts and features. To capture and maintain the attention of potential buyers, salespeople need to master the art of storytelling.
Telling a story during sales calls allows the buyer to envision how your solution will work for them, how it will solve their problems, and how it will change their current situation. It’s not just about pitching a product; it’s about creating an emotional connection that makes the buyer feel like your solution was designed specifically for them.
Active listening is key
At the heart of every sales strategy is one core principle: delivering value to the customer. In today’s environment, salespeople need to focus on active listening more than ever. Too often, salespeople spend more time talking than listening, but when they do that, they miss valuable opportunities to understand the buyer’s true needs. Salespeople should reduce their talk time and increase their listening time—asking the right questions and engaging the customer in a meaningful dialogue.
The path forward: Adapting to the modern sales landscape
Sales has changed, but that doesn’t mean salespeople are obsolete. It just means they need to evolve. Buyers have more control than ever, but that doesn’t mean they don’t need your help. Salespeople today need to be trusted advisors, active listeners, and storytellers who guide buyers through their journey.
To succeed in this new environment, salespeople must:
- Build trust and rapport early.
- Focus on improving one aspect of the sales strategy at a time.
- Build a solid business case for every opportunity.
- Master the art of storytelling.
- Listen more and talk less.
By embracing these changes and adapting to the new sales landscape, you can create sustainable success without the need for more pipeline. It’s not about doing more—it’s about doing it better.
Is your sales team ready to build stronger relationships with your buyers? Take the sales readiness assessment to find out.
