Been in sales for more than five years? Notice any changes? Of course you have, but probably not the ones I’m going to talk about.

I’m NOT talking about the economy, customers in financial trouble, slow sales, price pressures from competition or pressure from your boss to “sell more now.”

By the way, how about YOUR changes? Still cold calling? Still learning “how to close”? Still “finding the pain”? Still trying to figure out social media? Still a bit behind technology? That’s your problem.

I AM talking about changes that have taken place over the past five years that will affect sales into the next decade. Your sales.

Here are the major changes that have taken place, and how you must take advantage of them:

• The mobile phone is now your main communication device. It’s fast and reliable, and gives you instant access to message and respond.

• The Internet is your new marketplace. It’s not just how your website stacks up against the competition; it’s also how it exceeds customer needs. How easy is it to do e-commerce business with you?

• Google is your new reputation and character builder (or assassin). Where do you rank? Not just as a company, but also as a person. Your customers are Googling you. It’s time to build a foundation of positive information online.

• Your customers expect INSTANT – not a computer voice. They want and expect a live, friendly person ready to help them when they call. If you want to know how you’re doing in this department, call yourself five minutes before you open, or five minutes after you close, and try to place a $100,000 order.

• China is the 51st state. Get over it and get with it. Figure out how to use China’s work force and quality of manufacturing to help your customers.

• Text communication is the new “instant.” Five years ago, it was e-mail. Text is more personal. CAUTION: GET PERMISSION TO TEXT.

• Collaboration with customers. Do they consider you a partner or a sales rep? Are you a trusted adviser or still bidding on jobs as they come up? Are you inside the decision-making room or outside waiting for a call as to your fate?

• Differentiation from the competition. It’s no longer a price fight to the finish unless you’re looking to do business with Wal-Mart or give up your profit (or both).

• Value messaging rather than sales pitching. Any advertisement should be about value after ownership and/or a testimonial statement directly from customers. Customers wanting to buy can validate any claim you make in a Google nanosecond by looking online first.

• Value-driven sales presentations. Are you using boring “slide decks from marketing” or are you finally getting that sales is about what happens AFTER ownership? How will they produce and profit?

• Profit from purchase, not “save money, buy now!” No real decision maker is looking at saving money as a reason to purchase. CEOs, presidents and business owners want to make a profit.

• Using voice of customer as proof to your claims. Testimonials are the only proof that your claims are valid.

• Using social media to make connections. Five short years ago, there was no awareness of social media sites or YouTube. They were all just born or a year old. Facebook is now the third-largest country in the world. Link in rather than cold call. Tweet a daily value message to your customer and prospect base. Create and consistently post on your business Facebook page.

• Weekly e-mail magazine with a value message. Sent to all customers, prospects and influential people in your industry.

It ain’t the way it was, and it never will be that way again. Don’t WAIT for things to happen – MAKE things happen.

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2010 Jeffrey H. Gitomer