Regis Lemmens on Sales 2020 at TEDxLiege (Full Transcript)

Regis Lemmens

Regis Lemmens, founder of Sales Cubes, discusses Sales 2020 at TEDxLiege Conference (Transcript)

Listen to the MP3 Audio here: Sales 2020 – Regis Lemmens at TEDxLiege



My story starts about 4 years ago in 2010, when I joined the university in the Netherlands. And my assignment was to set up a research department in sales.

Now I don’t know if you know, but academics do not see sales as a truly academic profession. Let alone my marketing colleagues, they’re actually quite surprised, asking me: “Why? Why are you going to research Sales? Sales is dying, sales is dead, the Internet is here. Most of us are buying over the Internet. That’s the future. Come and join Marketing. Don’t go and play with Sales.”

But I don’t share that vision. I believe there is a future for Sales. And a very bright future. And I call this future “Sales 2020”. That was title of my research.

And what I am going to do today with you, I’m not going to tell you a beautiful story about how we did the research. I’m going to pitch to you. I am going to do a true sales pitch. And I’m going to convince each one of you, by the end of these 18 minutes, that you should all join the sales profession. In 18 minutes.

Now, I believe that sales is going through a rebirth. Indeed sales as you know it today is not going to be the same as the sales we’re going to have in 2020. It’s going to look very different. And just to give you one example which is my favorite one.

In the future, you as customers will be very, very likely to pay sales people to sell their products and services to you. Think about that. Why on earth would you pay a salesperson to do their job, to actually sell you their products and services? Yet that’s what you’re going to do.

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Even when I tell that to salespeople, they’re first really excited about the idea: “Teach us how to do that! We want that!”

But then 5 minutes down, they say: “No, our customers will never go for it.”

Yet, over and over again, we in our research come across organizations, who have found a way to transform their sales approach into a highly valuable service, for which their customers, just for the service, pay.

So I was thinking about how can I bring an example that you can all relate to? Because a lot of the research happens in the B2B and it’s not always very obvious to explain it. So I was looking for it, and then it struck me.

There are 21 speakers here today, all selling you an idea. We’re all salespeople. We may not think of us like that. But today, we’re all salespeople and some of you are already seeing where I am going with this. You are customers, didn’t you pay to be here? So in many ways, this is already happening today.

And you may think, yeah, that’s an irony. You know, come on, you can’t compare a TEDx event with a simple sales transaction. I am not going to pay for that sales transaction. But I haven’t said that the sales transaction is the future. I don’t even believe that sales transaction is the future. That will go to the Internet.

The future of selling is more events like this, where there’s high value, where you don’t feel like a customer, and I don’t feel like a salesperson, yet we are. But because we don’t feel it, because there’s so much value in the exchange. And therefore people are ready to pay. That’s the future of sales. That’s where I want to bring you. OK.

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