Changing Buying Behaviour Is Transforming Recruitment – New Demands in Technical Sales

"Today, every company has to be a customer company." – Marc Benioff, CEO, Salesforce

In technical B2B sales, this means: anyone wanting to sell successfully must know their customers just as well as their own product. Whether in software solutions, automation technology or mechanical engineering – technical sales teams are under immense pressure to adapt. Informed decision-makers no longer expect a product pitch but instead seek sound advice, tangible solutions, and a partnership-based dialogue at eye level.

"Traditional sales roles are no longer effective," confirms Bianca Knittel, Managing Consultant at Robert Walters in Frankfurt am Main. "Today, companies need individuals who understand technical contexts but are also capable of strategic thinking and building trust."

Shifting from Product Focus to Partnership

Technological progress has led to a multitude of highly specialised products – while at the same time, B2B buyers and decision-makers now expect comprehensive advice along the entire customer journey. Pure product selling is becoming less important. Instead, questions such as the following are moving into focus: How efficiently can a solution be integrated? What is the return on investment? What services are provided after the purchase?

"Anyone selling a machine is often also selling the matching spare parts, maintenance, or training alongside it," explains Bianca Knittel. "That’s why interface competencies are indispensable today – for example, close coordination with customer service or after-sales teams."

The sales process itself has also changed: according to Knittel, many decision-makers only approach suppliers once they have already completed 70–80% of their research. First impressions now matter more than ever – and they require a different mindset: technical understanding, connected communication, and a feel for long-term customer relationships.

This development is also reflected in the numbers: according to a report by Commercetools, B2B decision-makers now use an average of 10.2 channels during their decision-making process – twice as many as in 2016.

Recruitment Must Adapt

These shifts have a direct impact on the filling of strategic sales positions – and thus on recruitment strategies. Companies are seeking individuals who combine technical expertise with strong communication skills. Particularly in software sales, it is becoming clear that traditional sales career paths are no longer sufficient – career changers with a technical background or dual-qualified engineers are often the better choice.

"Companies must move away from only looking for classic sales careers. What matters far more is whether someone can understand complex systems and inspire others," says Knittel.

For an overview of current salary ranges and in-demand profiles in technical sales, please refer to our Salary Survey – an invaluable resource for your workforce planning.

Three Recommendations for Companies

1. Position Sales Strategically

Technical sales is no longer just about selling – invest in roles that build bridges between technology and business.

2. Rethink Talent Pools

Don't only look for trained sales personas. Actively develop talent from tech-oriented backgrounds.

3. Specialisation over Broad Targeting

Clear target markets, industry expertise and strong alignment with technical teams – these should form the foundation of every role in technical sales.

"Technical sales has never been simple," Knittel concludes. "But today, it is more relevant than ever – and a crucial competitive advantage for many companies when set up correctly."

Looking for the Right Talent for Your Sales Team?

Building a future-proof sales team requires targeted recruitment strategies and a deep understanding of new requirement profiles.

As a specialised recruitment consultancy, we support companies in identifying exactly these talents. We would be happy to discuss your needs or review your vacancy specifications directly – to take the next right step together. Contact us here.