Predictions for Sales in 2008

Bryan Burdick - ZoomInfo Profile
COO, ZoomInfo


Sales efficiency will be a hot topic in 2008. Historically, companies have been willing to expand their sales force with the hope that, even if the cost of sales remains the same as a percentage, the total amount of sales will increase. With the economic uncertainty of the past few months, many executives will take a harder look at that equation and reconsider their fixed costs in the face of a potential downturn. My prediction is that hiring more salespeople to increase sales will take a backseat to increasing sales efficiency. As a result, CRM tools, sales training, and – most notably – research tools, will be the investments of choice this year.

Michael Benidt - ZoomInfo Profile
Founder of Golden Compass, Inc. and speaker on Hidden Treasures of the Internet

On the Internet, we’re captivated by the growing popularity of video – and we’re not just talking YouTube here. Nope, business video will explode next year because of simple creation tools like Proclaim from Netbriefings, Adobe’s Premiere Elements and the incredible screen movement tool, Camtasia from TechSmith. These products (and others like them) are easy enough for the average person to create everything from short training videos to their own video advertisements.

In 2008, you’ll also become familiar with the term “green screen,” which allows you to be filmed next to the Grand Canyon; you’ll hear a lot more about a company called ThoughtEquity, the largest supplier of stock video in the world (think IStockPhoto – but for video); and you’ll realize why products like Apple’s new IPod Touch shout out, “It’s the screen, stupid.” In fact, by December of 2008, most of your marketing departments will be scrambling to get video into your business strategy.

Mark Kolier - ZoomInfo Profile
Founder and President of CGSM and frequently published author in the sales and marketing sector.

In 2008 the term ‘cold calling’ will continue to disappear from the lexicon. The best salespeople already know that information = power = being a resource to your clients and prospects. A first meeting should never be used to gain basic information about a prospect. The Internet is the most powerful resource ever for research and information on companies, industries and trends. 

The Wall Street Journal radio advertisement from several years ago, “If I am not a resource to my clients, I am just a salesman,” has never been more accurate. Business development teams will use the internet to gain knowledge of the background of the prospect – how long they have been at the company, job history, family information, interests etc. Using all the available information tactfully will continue to separate the new guard from the old and tired. Salespeople that are not using research to aid in prospecting and client retention will go the way of the dinosaur. 

Jim Schultz - ZoomInfo Profile
Business Development Manager, Sonicbids


Technology is increasing effectiveness of making connections, but building relationships remains paramount to success in developing industry specific (in my case Music) related deals.  Technology may be providing more effective ways for consumers, brands, and industries to connect, but it’s no replacement for picking up the phone and working to make that cold call warm.  So, I predict that 2008 will be about building trust, one relationship at a time - understanding client needs, relating to their values, and providing market relevancy.

David McNally - ZoomInfo Profile
David is the author of two best selling books, EVEN EAGLES NEED A PUSH – Learning to Soar in a Changing World and THE EAGLE’S SECRET – Success Strategies for Thriving at Work and in Life. www.davidmcnally.com

In a commoditized world the ability to build strong relationships will be the key differentiator for successful salespeople in 2008. We live in a transparent world full of many choices. Success will go to those who are able to be perceived as trusted advisors, who provide information that is relevant to the customer, and who sustain a consistent level of superior customer service.