The article highlights a critical shift in sales today: buyers have changed how they want to buy, and many sales organizations are struggling to keep up. Traditional sales tactics like cold calling, unsolicited emails, and hard sells are no longer effective. Modern buyers don't want to be sold to; they want help from someone they trust, who understands their challenges and can guide them to the right decision.

To succeed, sales teams need to stop focusing on their own products, processes, and quotas, and start focusing on helping buyers solve their problems. The key is to become a trusted advisor, not just a salesperson. When salespeople lead with empathy, industry expertise, and a genuine desire to help, they not only win deals but build long-term relationships.

In short, stop selling, start helping—and the results will follow.