Adapting to Evolving Customer Needs and Buying Behaviour

This event will bring together sales researchers and industry executives to address a challenge identified as critical in the Sales Excellence Hub State of Sales Report: Adapting to evolving customer needs and shifting buying behavior. Customer needs and buying behavior in professional contexts are increasingly driven by digital access, heightened expectations for personalization, and complex decision-making processes. Adapting to these changes makes sales organizations face unprecedented challenges. Participants will gain insights from the latest sales research and explore best practices that successful organizations use to navigate these changes.

📅 Date: 20th February, 2025

📍 Venue: Gordon Ramsay Street Pizza - Southwark, London

Registration starts soon

SEH Impact Event #2 2025

📅 Date: April / May 2025

📍 Venue: TBA

SEH Impact Event #3 2025

📅 Date: September 2025

📍 Venue: TBA

SEH Impact Launch Event

The Sales Excellence Hub Impact Launch Event took place on February 29, 2024, in London. The event introduced the SEH's mission to address challenges in sales practice through academic research and knowledge dissemination. The initiative aims to bridge the gap between academia and sales practice, focusing on impact areas such as digital transformation, sales management, AI in sales, and evolving customer needs. The event featured key sales researchers and highlighted future activities, including surveys and further events to identify impact priorities in the sales profession.

SEH Impact Event: Digital Transformation

The Sales Excellence Hub's first lunch event, held on April 11, 2024, in London, focused on the challenges of digital transformation in sales. The event addressed how technological advances disrupt traditional sales practices and explored both the challenges and advantages of digital adoption. Discussions centred on best and worst practices for implementing digital tools, prioritizing personal versus digital customer interactions, and effectively managing sales teams in a digitally evolving environment. The goal was to identify key challenges and generate actionable insights to help sales professionals adapt and succeed in a continuously changing landscape

SEH Impact Event: Attracting, leading, and managing sales talent

The Sales Excellence Hub's second lunch event of 2024 was held on May 9, 2024, in London, focusing on attracting, leading, and managing sales talent. Key highlights included discussions on recruitment challenges, such as difficulty finding suitable candidates and retaining sales talent. Best practices emphasized strong employer branding, professional recruitment methods, clear performance objectives, transparent career development, and effective mentoring. Worst practices highlighted issues like ineffective recruitment strategies, lack of high-quality leadership, micromanagement, inadequate compensation, and frequent changes with unclear expectations.

SEH Impact Event: Incentives and Sales Performance

SEH's fourth impact event, held on July 3, 2024, focused on the role of sales incentive programs in driving performance, boosting motivation, and fostering a positive company culture within sales teams. The event addressed the key challenges associated with designing sales compensation plans and incentives, highlighting the advantages, disadvantages, and potential undesired consequences of various approaches. Participants engaged in discussions aimed at identifying priorities and generating knowledge on how to design and implement effective compensation plans that avoid negative outcomes.

SEH Impact Event: The Impact of AI on Sales, Compensation & Rewards Processes

SEH's fifth impact event, held on September 26, 2024, focused on how AI changes sales, compensation, and reward processes. AI use in sales is in its early stages and there is a consensus that it will bring future performance gains. Nowadays sales organisations use AI to gain efficiency and to a lesser extent to improve effectiveness. The sales organisations using AI use it in the early stages of the sales process and mainly for external processes at the customer-level. At the event, there was a consensus that AI provides multiple fruitful pathways for improving performance and incentive management.