Central to the report is the impact that Customer Relationship Management (CRM) will have on the sales profession between now and 2005, and its implications for sales leaders.

The role of technology
Of those questioned, over 60% agree and approximately 12% strongly agree that, as technology provides greater customer knowledge, the sales function is becoming increasingly CRM. Those at the top of the sales tree will therefore need to harness technology and the knowledge it offers.

Changing priorities
What will the successful sales leader of tomorrow look like? Those surveyed said that qualities considered key in the past - such as leading by example and product knowledge - would be less important in 2005. Those considered pivotal to CRM will grow in importance: vision, direction, relationship management and people development.

The customer department
Having a customer director and a department devoted to finding, sorting, servicing and retaining customers is seen as a highly likely development. Over 40% of respondents reported that marketing, sales and service were already a combined function. Tomorrow's sales boss could well take on the new role of 'customer director' and will certainly need to be skilled at managing internal as well as external relationships.

The need for training
In addition to traditional technical skills, tomorrow's salespeople will increasingly need 'softer' skills and a wider skill-set to cope with a more customer-focused future. The sales directors and managers surveyed therefore believe that training and the need for an independent centre of professionalism will be crucial to the sales industry of the future.

Recruitment and retention
The report claims that good salespeople are hard to find and that this is a challenge that will intensify. The lack of career development - echoing the need for training - is cited as the major reason for salespeople changing jobs: a key issue for the sales leader of 2005.

'The Future of Selling' report interviewed over 100 senior sales directors and sales managers in major UK companies, and was commissioned by Winning Business.
Please call 020-7378 1188 for more information.

• Ensure that customer measurement is improved and more focused
• Make effective use of technology and e-commerce
• Be leaders of vision, adept at managing relationships
• Develop the CRM skills of their salespeople
• Most importantly, take the lead and champion the cause of CRM, convincing reticent company leaders of its potential for success

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