The sales DNA of the salesperson in 2025 (VIDEO)

The Sales DNA Revolution?Sales DNA is what sets every salesperson apart, but does the stereotypical salesperson even exist anymore? Generally speaking, anyone can recognize the typical salesperson based on an initial conversation. You might think you know after that first glance or handshake, but you could be making a false assumption.

DNA is a blend of “nature and nurture”—in other words, a combination of character, personality, and skills that gives a salesperson that “edge.”

The key, then, is to gain insight as quickly as possible into key intrinsic motivators such as passion, fitness, motivation, energy, and, of course, the will to win.

We believe that video can play an important role in the recruitment process when it comes to identifying sales DNA. Video provides immediate insight into several of the factors that are so crucial to sales DNA. A resume, on the other hand, is static and cannot reveal anything about a salesperson’s ability to perform or their drive to win.

The sales DNA of salespeople who were, so to speak, born with a phone in their hand can no longer be characterized as that of the typical salesperson. Generations Y and Z have grown up in a digital world and are characterized by their typical way of communicating through short, quick messages before engaging in a conversation. In addition, as far as we’re concerned, the pandemic has served as a catalyst for a trend that is now unstoppable:

“Buyers actually prefer asynchronous communication for much of the buying cycle. And the phone is seen as a disruptive way to sell.”

However, there's also something else going on.

The appeal of selling via chat, video, or audio messages is growing rapidly among young salespeople.

So, in early January 2020, we posted a sales job opening: Video Seller Wanted.

We received 43 responses and had many conversations with Generation Z sales talent

It was the word “video” that prompted them to apply for a sales position.

Remarkable.

The DNA of sales is asynchronous communication

Our conclusion is that Generations Y and Z prefer to go through the prospecting phase primarily via email or social media.

This is confirmed in a short-form podcast I recorded with my former colleague Yaalit.

For example, she explicitly states that she feels video is a much better fit as a means of communication. It gives her the space to think through her presentation and message, and she offers the following reasons for this:

The sales DNA is no longer that of the typical extroverted, jovial salesperson.

– The fact that I don't ask anything first gives me what feels like a mental edge.

– Chat, audio, or video is something that comes much more easily to me than making a phone call. It feels more natural, and it gives my prospect room to respond.

– It’s much easier for me to maintain my creativity and energy. Plus, I can take the time to think through my messages and give my prospect the same space that I need myself.

– For example, if a video isn't good enough, I can redo it. And I always do so according to my own quality standards.

Generally speaking, we believe that Sales DNA is primarily influenced by technological trends. As a salesperson, you must therefore constantly adapt and be able to apply multiple sales strategies like a skilled juggler.

Consider, for example, the trend that, according to Gartner, 57% of the buying cycle takes place online—without any contact with a salesperson. In practice, this means that salespeople need to demonstrate their value earlier in the process and online in a 1:100 relationship rather than a 1:1 relationship.

As a result, the sales DNA is increasingly shifting toward online channels, with a greater focus on content creation to generate demand.

In practice, however, cases are rarely dropped; instead, more are added every time.

In addition, research shows that while many buyers consider the phone to be “disruptive,” they also indicate that a phone call offers the best chance of securing an appointment.

Bottom line: The sales DNA of the future may change, but one thing will always remain the same. Strong performance will always be appreciated, regardless of the tool or technology you choose.

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