The key sales skills for 2026 – a personal view…
By Ian Hirst, Greenbank CEO
In a world where AI and social media are reshaping how we sell, I firmly believe that the fundamentals of great salesmanship remain rooted in human connection. From our experience this can get lost in today’s data driven world. So, let me share a personal story that brought this to life for me.
A few years ago, Judith and I moved back to London and took on a major home/office renovation. As self-proclaimed non-handy people, we were suddenly thrust into a world of complex buying decisions—from architects and builders to tech systems and kitchen fittings. Each interaction with a salesperson became a case study in what works—and what doesn’t.
The Sales Challenges we observed
The suppliers we met during this time were facing the same challenges many of our clients are facing today, namely:
- Many suppliers struggled to stand out. Whether it was architectural services or smart lighting, the options were overwhelming.
- Price pressure was real. Online alternatives were often cheaper, but that didn’t always sway our decision.
- We, like many buyers today, were well-informed. A few clicks gave us access to reviews, tutorials, and even AI-generated comparisons.
What we valued most as buyers...
Interestingly, what really made the difference – and directly influenced the suppliers we chose – wasn’t the product itself—it was how the salesperson worked with us. The ones who stood out did four key things that made us want to work with them
- They were genuinely interested in us and the project: The best salespeople took time to understand our evolving needs and guided us accordingly.
- They were educators, not just sellers: We appreciated those who updated us on the latest tech advances and helped us ask the right questions—without pushing their product.
- They helped us maximise value: Once trust was built, we wanted advice on where to invest and where to save.
- They were clear communicators: Jargon-free conversations made us feel confident and respected.
Does any of this sound familiar?
Summary - reflecting on your sales team...
In today’s transparent market, technical differentiation is fleeting. What lasts is how you sell.
Our experience proved that a thoughtful, empathetic approach can be your strongest differentiator.
So – think about your sales teams and ask yourself:
- Do they show genuine excitement about their prospects business?
- Are they brave enough to ask insightful questions that challenge their client’s thinking
- Do they spend time teaching clients about the latest technology without talking about their own products – or using jargon.
- When talking about your solutions, do they always relate it back to the client’s needs – “this will allow you to …”, “what this means to you is …”
For those of you who have been on our sales programmes, all of this will be a nice reminder of one of the concepts we always emphasise – in any sales situation, B2C or B2B, ‘sincere curiosity’ is the difference which really makes the difference!
And finally…
Greenbank are an innovative global training consultancy, working with b2b sales professionals on interesting, latest techniques which are 100% relevant to today’s business world we live in. So, whether you are selling SaaS solutions, complex consultancy, new whizz-bang ideas or indeed anything that requires you to articulate the tangible value of what you do, we can probably help you.
Give me a call if you would like a relaxed, informal conversation and we can share ideas!
About Greenbank
Greenbank are an innovative, ‘boutique’ consultancy delivering completely tailored leadership, negotiation and sales development programmes to clients ranging from top 5 global firms to tech start-ups.
We are now delighted to be running truly blended programmes, which make the most of both virtual platforms and interactive face-to-face workshops, to deliver motivational, cost-effective development.
We also have our own industry-leading, multi-lingual, 360° assessment platform, Navigator360 which provides our clients and other training providers with a completely flexible approach to gathering powerful confidential feedback.
If you would like to discuss how we can help your own sales or leadership teams, then we would be delighted to have a relaxed conversation – please contact Ian Hirst or (+44) 7812 074359.