At our most recent quarterly dinner, we once again brought together 10-12 sales leaders in a private setting to discuss the latest industry trends, challenges, and best practices. Here’s a recap of the evening’s key discussions:

The evolution of sales tools: easier or harder?

One of the guests reflected on his journey from joining as a graduate to becoming a sales director, highlighting how much the sales landscape has changed. With today’s abundance of tools and technology, salespeople arguably have more resources at their disposal than ever before. But has this made the job easier or more challenging?

Opinions were fairly unanimous; these tools have undoubtedly made certain processes more efficient. Yet, with the widespread availability of such technology, having them has become a baseline expectation—they are no longer a unique selling point. As one guest noted, “You’re not setting yourself apart by having these tools, but you are limiting yourself if you don’t.” The real challenge now is standing out in an increasingly competitive environment where everyone has access to the same resources.

Sales as a career

Another key topic of the evening was the professionalisation of sales as a recognised career path. Sales is no longer simply something people ‘fall into’—it has become one of the top career choices for university graduates, with many seeking structured progression and long-term development.

This shift has led to a more formal and professional culture within sales teams, although some mentioned the loss of the more diverse, entrepreneurial personalities that used to dominate the profession. With more individuals now pursuing sales as a career, both companies and candidates have higher expectations of what a career in sales should look like.

Shifts in recruitment: from CVs to competency

The way companies approach recruitment is also evolving. More businesses are moving away from relying solely on CVs and are instead focusing on competency-based assessments. This approach places greater emphasis on the skills that candidates can bring to the table, rather than just their past experience.

The importance of using practical tasks to assess candidates was discussed—such as having them perform cross-selling exercises or presenting findings from a mock client interaction. These real-world tasks offer a more accurate measure of a candidate’s potential to succeed in a sales role, rather than simply reviewing their CV.

The growing demand for feedback and development

The conversation naturally turned to feedback—especially how the new generation of sales professionals are keen to receive consistent, constructive feedback. These individuals are highly invested in their personal development, eager to learn from mistakes and improve their performance. In contrast, more experienced salespeople often prefer to work autonomously, relying on their wealth of experience.

Guests discussed the challenge of balancing autonomy with a culture of feedback, noting how vital it is to highlight top performers and identify areas for improvement. Creating an environment that fosters growth at all levels is key to ensuring long-term success.

AI in sales: A help, not a hindrance

Lastly, AI and its role in sales sparked a lively discussion. The consensus was that AI is a tool that can help, rather than hinder, sales professionals. One guest shared how AI could take on administrative tasks—such as updating CRM systems—freeing up valuable time for salespeople to focus on building relationships with clients.

Far from being seen as a threat to jobs, AI should be viewed as a way to enhance the sales profession. Sales, after all, relies heavily on personality, character, and communication—skills that remain firmly in the hands of humans.