The Unexpected Resilience of Old-School Sales: Why Simplicity Might Beat Tech in 2024
While many in the tech world obsess over RevOps platforms, GTM engineering, and the perfect CRM, a recent observation at a youth football game offered a stark reminder: sometimes, the fundamentals win. A conversation with a sales professional from a remarkably successful, yet decidedly low-tech, company highlighted a growing tension in the sales landscape.
The €10 Million Company That Doesn’t Need a CRM
This company, generating €10 million in annual revenue selling technical products to the construction industry, has thrived for over a decade with a 50% profit margin. Their sales team? Just 20 people, led by four regional team leads and a single sales director reporting directly to the owner. What’s truly striking is what they don’t have: a CRM. Instead, they rely on a brutally simple system – daily email updates to the CEO (with the assistant CC’d) detailing visits and deals closed.
Their hiring strategy is equally unconventional. They don’t seek polished sales veterans; they recruit directly from the construction industry – former entrepreneurs and workers who understand the business and can build rapport. They sell premium products, requiring a more consultative, relationship-driven approach. A top performer consistently generates between €30,000 and €60,000 in revenue monthly, closing deals averaging €750 each.
This isn’t a case of luck. It’s a deliberate strategy built on core principles: a strong product, a clearly defined Ideal Customer Profile (ICP) – what the author calls the “droomklant” – a robust process, and a positive company culture. Monthly team dinners, with a small reward (€100-€500) for the top performer, and quarterly one-on-one check-ins with the CEO reinforce these values.
The Rise of “Anti-Tech” Sales Approaches
This example isn’t isolated. We’re seeing a counter-movement to the increasingly complex sales tech stack. A recent Gartner report predicts continued growth in the sales tech market, but also acknowledges growing frustration with integration challenges and the sheer volume of tools. Sales reps are spending more time managing technology than actually selling.
This leads to “tool fatigue” and a desire for simplicity. The focus is shifting back to the core skills: prospecting, relationship building, and understanding customer needs. Companies are realizing that a sophisticated tech stack doesn’t guarantee success if the fundamentals are weak. In fact, a HubSpot study found that sales reps spend only 35.8% of their time actually selling.
Did you know? The average sales rep uses 8-12 different tools daily, according to research by Sales Hacker.
Future Trends: A Hybrid Approach
The future of sales isn’t about abandoning technology altogether. It’s about finding the right balance. We’ll likely see a move towards:
- Selective Tech Adoption: Companies will be more discerning about the tools they implement, focusing on those that genuinely improve efficiency and don’t add unnecessary complexity.
- Emphasis on Sales Coaching: Investing in training and coaching to hone fundamental sales skills will become even more critical.
- Data-Driven Simplicity: Leveraging data analytics to identify key performance indicators (KPIs) and streamline processes, without relying on overly complex systems.
- Hyper-Personalization: Focusing on building genuine relationships with customers, understanding their unique needs, and tailoring solutions accordingly.
The construction company example demonstrates the power of a strong ICP. Knowing exactly who your ideal customer is allows sales teams to focus their efforts and maximize their impact. This is a principle that transcends industry and technology.
The “No CRM” Rebellion: A Sign of the Times?
The sales rep’s defiant statement – “A CRM is to control me, just let me sell” – encapsulates a growing sentiment. Many salespeople feel micromanaged by technology and crave the autonomy to focus on what they do best: building relationships and closing deals. This doesn’t mean accountability is unimportant; it means finding a balance between oversight and empowerment.
Pro Tip: Before implementing a new sales tool, ask your team: “How will this make my job easier?” If the answer isn’t clear, reconsider the investment.
FAQ
- Is a CRM always necessary? No. For some businesses, particularly those with simpler sales processes and a strong focus on relationship building, a CRM may not be essential.
- What is an ICP? An Ideal Customer Profile (ICP) is a detailed description of your perfect customer, based on demographics, behavior, and needs.
- How important is sales training? Extremely important. Continuous training helps sales reps develop their skills and stay up-to-date on best practices.
- What is RevOps? Revenue Operations (RevOps) is a strategy that aligns sales, marketing, and customer success teams to drive revenue growth.
The lesson from the football field is clear: don’t get lost in the hype. Focus on the fundamentals, build a strong culture, and empower your sales team to do what they do best. Sometimes, the simplest approach is the most effective.
Want to learn more about building a high-performing sales team? Explore our other articles on sales strategy and leadership.
