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Get startedDriven by technological advancements in AI and automation, customer expectations have shifted seismically. We’re seeing a host of new trends and innovations that promise to help Sales Leaders empower their teams, drive growth, and deliver for customers in a way that fits around new behaviours.
From personalised sales coaching, to how AI-powered solutions are transforming the way we sell, let’s explore the key sales trends for 2025.
1. The death of demos: Selling what customers truly need
A major anticipated shift in 2025 is the move away from traditional product demos. Recently, our Chief Sales Officer, Fred Viet, took part in GTMnow’s podcast, explaining that, over the last several years, people have been coming to tech companies, saying “we need XYZ”, but sales teams’ responses haven’t always been beneficial to either party:
“Instead of selling, teams were just demoing a product without selling the value. We always think about the features. We always think about training in terms of product. The reality is we’re missing that customers are coming to us because they’ve got pain. And sometimes they don’t know the pain they’ve got. You are the trust advisor.”
-Fred Viet, Chief Sales Officer, Aircall
Customers today are looking for solutions that can solve their specific challenges rather than a generic product showcase. This means sales conversations need to be personalised, value-driven, and consultative, aligning more closely with customer pain points and goals.
2. AI-Driven sales enablement: Unlock the possibilities in 2025
AI is no longer just a buzzword or a far-off fantasy; it’s a powerful tool that’s reshaping the sales landscape. At Aircall, we’ve integrated AI into our solutions to provide real-time insights, streamline workflows, and enhance productivity. Aircall’s AI features offer sales teams a competitive edge by automating laborious and repetitive tasks like call transcriptions and call summaries, allowing salespeople to focus on high-value activities like relationship-building and closing deals.
And this kind of tech is levelling the playing field for growing businesses, too:
“Think about the small company, say a carpenter. Every day, they are working. They are on the ground. They are not on the phone. They are losing business, because people try to reach you, maybe make an appointment. Are they going to hire someone to answer the phone? No. Can they use AI? Yes. [AI] is helping the emerging business disrupt and change the landscape in some areas.”
-Fred Viet, Chief Sales Officer, Aircall
And what’s great is that - while there are a lot of innovations to be unveiled throughout 2025 - there’s so much useful tech available right now that integrates with the platforms that businesses are already using, and will develop with them as they scale. Aircall’s AI-powered features, such as smart call routing and sentiment analysis, empower sales teams to work efficiently, understand customer needs better, and close deals faster, right now.
3. The rise of sales coaching and continuous development
A slight shift in sales coaching has been making itself known over the last couple of years, and is certainly going to be relevant throughout the coming months: Coaching vs. Training. When we talk about training, we typically think of ways to close, opening lines, sales scripts, product familiarity, etc. But coaching involves more holistic development; working towards long-term goals, fulfillment, resilience, and support with all of the above. Sales coaching is crucial for developing high-performing teams, and 2025 will see a stronger focus on continuous learning and in-the-moment coaching.
According to the latest State of Sales Coaching report, “Organisations that prioritise regular coaching sessions see 17% higher sales performance.” With this in mind, Aircall’s productivity and coaching features have been developed to help reps and their managers save time on admin and repetitive tasks, enabling them to spend more time deep-diving into challenges and goals that can help reps develop, improve their wellbeing, and ultimately, improve their performance.
Effective sales coaching goes beyond just hitting quotas; it’s about fostering a growth mindset. As the report highlights, “Top-performing salespeople are those who receive targeted coaching that is tailored to their individual strengths and weaknesses.” By leveraging tools like Aircall’s analytics platform, managers can provide actionable feedback, track performance, and ensure that every salesperson is continually improving.
4. The growth in ecosystem selling
In 2025, sales teams must operate within a broader ecosystem of partners, marketing, and product teams. Fred Viet emphasises that the “alignment between sales and marketing is key to driving success.” At Aircall, our growing and supportive Partner Collective brings together partners from all corners of the world, and all corners of expertise to help grow our selling machine together, and ultimately deliver a cohesive and seamless customer experience. This alignment is essential for building long-term relationships and ensuring customer satisfaction at every touchpoint.
5. Personalisation at scale
And finally - not a new trend, but certainly an increasingly essential one: personalised selling. Sales teams must focus on hyper-personalisation to meet the unique needs of each customer; it’s become an expectation for consumers and businesses alike, and now anything short of a highly personal experience is missing the mark. AI helps sales professionals deliver tailored experiences to prospects by analysing historical data, identifying trends, and suggesting next steps. Personalisation is no longer a luxury – it’s a necessity in a competitive market.
The future of sales is rooted in value-driven conversations, AI-powered efficiency, and ongoing sales coaching. By embracing these trends and continuously adapting to customer needs, sales teams can stay ahead of the curve and continue to drive growth and success.
To discover how a unified tech stack, AI-powered communications, and even better sales coaching tech can help you achieve sales success, try Aircall for free.
Published on May 27, 2025.
