--- title: 10 Things That Have Dramatically Changed Sales | The Sales Blog description: "Things have changed. Globalization: Globalization has been around a long, long time. But in the last couple decades, a lot of labor moved overseas because labor was cheaper there. Then, white collar jobs started to follow. As it turns out brains are cheaper there, too. Then, more and more global competitors stepped up and started […]" image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-04-10-at-8_05_53-PM.png --- ### [Now booking SKO meetings for 2026/27! Learn more](https://www.thesalesblog.com/authority) [![Iannarino The Sales Blog](https://www.thesalesblog.com/hubfs/2021%20Website/Images/ai-logo-web.svg) ](https://www.thesalesblog.com) - WIN AT SALES - The Sales Environment - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken) - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint) - Sales Resources - [ Blog ](https://www.thesalesblog.com/blog) - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show) - [ Live Training Events ](https://events.thesalesblog.com) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### Live Training Events ### Upcoming training events & workshops [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9) ###### Online Training Platform ### Sales Accelerator [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6) ###### #1 Resource ### Revenue Growth Blueprint - [ BLOG ](https://www.thesalesblog.com/blog) - [ SPEAKING ](https://www.thesalesblog.com/speaking) - SALES TRAINING - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle) - [ For Individual Reps ](https://www.thesalesblog.com/individuals) - [ For Teams ](https://www.thesalesblog.com/sales-accelerator) - [ Events & Other Programs ](https://events.thesalesblog.com) - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) - [ EVENTS ](https://events.thesalesblog.com) - [ BOOKS ](https://www.thesalesblog.com/books) - [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino) - [ CONTACT ](https://www.thesalesblog.com/contact) - Hit Sales Targets [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### LIVE TRAINING EVENTS ### Upcoming virtual training events & in-person workshops ###### Improve your win rates [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279) ###### Keynotes & Workshops ### Hire Anthony to Speak @ Your Event # 10 Things That Have Dramatically Changed Sales ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) April 10, 2013 [Things have changed](https://www.thesalesblog.com/blog/then-and-now-in-sales). 1. **Globalization**: [Globalization](http://en.wikipedia.org/wiki/Globalization) has been around a long, long time. But in the last couple decades, a lot of labor moved overseas because labor was cheaper there. Then, white collar jobs started to follow. As it turns out brains are cheaper there, too. Then, more and more global competitors stepped up and started competing. People around the world aren’t only every bit as smart as you are (wherever you are), they’re also every bit as competitive. Your customers are dealing with this competition. Your company is, too. 2. **Disintermediation**: (The Internet, in some form or fashion, shows up on this list a couple of times). You don’t want to be a newspaper right now. You don’t want to be a book publisher. You don’t want to be a record label. You don’t want to be a commodity. The Internet makes transactions faster and cheaper. It’s (still) [disintermediating](http://en.wikipedia.org/wiki/Disintermediation) whole industries. And we’re just paving the cow paths. 3. **Two Recessions** The beginning of this Century started with a serious [recession](http://en.wikipedia.org/wiki/Global_recession) when the tech bubble burst. Not to be outdone, the financial sector decided to remind us just how much things can unravel. These recessions have reinforced a global “scarcity mindset” and a further push for transactional, commoditized business models at all levels. Your clients are under margin press. You might have felt a little margin pressure, too. 4. **The Rise of Purchasing**: Purchasing has grown more powerful. They’re managing global supply chains. They are sometimes paid bonuses on saving their companies money. They are trained to make you feel like a commodity. They’re laser-focused on price. And they’re part of your dream client’s buying committee and decision-making process. [Your dealing with purchasing.](https://www.thesalesblog.com/blog/why-sales-and-purchasing-need-each-other-now-more-than-ever) The salespeople that sell for you customers are also dealing with purchasing. 5. **Consolidation of Vendors**: It’s easier to business with one great partner. It’s difficult to manage a bunch of partners that each do things differently. Plus, consolidation allows you to command lower prices. Companies are consolidating vendors. They’re limiting the number of suppliers they use to a smaller, more manageable number of real Level Four Value Creators. 6. **Commoditization**: You’re not Wal-mart. Your company’s [business model](https://www.thesalesblog.com/blog/business-models-matter) isn’t lowest price. But all of the above listed forces make it feel as if the only value you can create is around price. It isn’t true. But if you don’t create a higher level of value, you will surely be treated like a commodity. If you behave like a commodity, the market will agree to treat you like one. 7. **Your Customer’s Required Financial Performance**: Your customers are under pressure to perform financially. And this is no longer something that just a few people in executive management are concerned with; it’s organizational. Even low level stakeholders within your client companies are responsible for a line on the P&L. They’re under greater pressure to perform. They have less time to spend with salespeople that can’t help them. They need Level Four Value Creators, salespeople that can help them improve their results. 8. **The Internet**: Here it is again: The Great Leveler. Your clients can learn [as much about you](http://thesalesblog.com/blog/2013/03/27/theyre-looking-back/) as you can them. You can know more about your prospects with less effort than at any time in history. The tools we’re using have radically reshaped the nature of sales and the nature of our relationships with our clients–and prospects. There is a new tool kit, and you have to adopt and employe it if you are going to succeed. 9. **Your Customer’s Buying Process (but not as much as you might think)**: I don’t buy the idea that buyers are finding their own way through the buying process by using the Internet. They’re too busy to spend all of their time researching suppliers. But they are using more formal buying processes. And they’re including [more stakeholder](http://thesalesblog.com/blog/2013/01/02/building-consensus-its-whats-for-dinner/)s, and when they decide to abandon the status quo, they’re doing it with the consensus of more of their team members. 10. **Required Sales Skill Sets**: [Sales acumen used to be enough](http://thesalesblog.com/blog/2012/01/10/business-acumen-is-the-new-sales-acumen/). To sell well, you needed product knowledge, the ability to prospect, the ability to tell a good story, to overcome objections, and to close. You still need to be able to do those things. But they’re not enough to help either you or your clients deal with the preceding nine factors. Now you need the ability to differentiate yourself by the value you create and negotiate to capture some of the value you create. You need deep business acumen, massive leadership skills, and the ability to sell change. Is there any question that you need to get better? Is there any question that you need to act with urgency? If you’re not working to become a Level Four Value Creator, you’re being left behind.   ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 10, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2024-08-28T4:42:14 AM", "datePublished" : "2013-04-10 20:17:17", "description" : "Things have changed. Globalization: Globalization has been around a long, long time. But in the last couple decades, a lot of labor moved overseas because labor was cheaper there. Then, white collar jobs started to follow. As it turns out brains are cheaper there, too. Then, more and more global competitors stepped up and started […]", "headline" : "10 Things That Have Dramatically Changed Sales", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/10-things-that-have-dramatically-changed-sales", "@type" : "WebPage" }, "name" : "10 Things That Have Dramatically Changed Sales", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```