If you're still picturing the sales team of the future as a room full of bots closing deals, let's pump the brakes. The real future? It’s way more exciting (and way more human).
Technology isn't replacing salespeople. It's making space for them to be even better at what they do best: connecting, listening, strategizing, solving problems. In fact, the smartest sales teams (yes, even in the association world) are already blending tech with talent in ways that make both shine brighter.
Let's break it down.
Traits that matter: What to look for in your future sales team
We're not just looking for people who can talk the talk or rack up call metrics. The future of sales demands a more nuanced skill set. It's about people who know how to build trust, pivot quickly and confidently use technology to level up their game.
- Resilience: This one never goes out of style. Sales is still full of ups, downs and plenty of no's. What separates the good from the great? People who persist when things get tough. They bounce back. They rethink the strategy. They keep going. Especially in association sales, where the decision cycles can be long and layered, resilience is a must-have.
- Agility and adaptability: If your team waits for step-by-step instructions before trying something new, they're already behind. Whether it's a new CRM feature, a shift in member needs or an unexpected market curveball, future-ready sales pros move quickly and think on their feet.
- Tech-savviness: This goes beyond "I can log into Salesforce" tech skills. These are people who are curious and proactive. The kind who use generative AI to prep for a sales call or build a new prospect list with an AI agent. They're the ones who figure things out first.
- Emotional intelligence: The ability to read a room, even a virtual one, is still undefeated. The best salespeople know when to pause, when to push, and how to make people feel seen and heard. AI can surface buying signals, but it can't replace trust. That still happens person-to-person, moment by moment.
Tools that make great humans even better
When you've got the right people in place, technology becomes the tool that helps them move faster, stay sharper.
- AI-powered insights: Imagine knowing exactly which leads are warming up before you make the call. That's what AI can do. It scans behaviors, pulls patterns and gives your team the gift of focus. Instead of playing the numbers game, they're playing the smart game.
- Automation that cuts the clutter: Your team didn't get into sales to send calendar invites or draft "just checking in" emails. Tools such as Calendly and Copilot give reps more time for what matters: real conversations.
- Smarter marketing: Elevate your sales engagement strategy with advanced lead scoring techniques that prioritize the hottest prospects, ensuring your team spends time where it matters most. Pair that with web-based media kits and you've shortened the sales team on the front end, so your team is spending more time talking to engaged prospects.
So...do you have the right team?
Associations thrive on relationships and relationships don't scale without the right mix of EQ and efficiency. So, what's your team look like?
- A resilient, emotionally intelligent salesperson doesn't panic when a sponsorship deal stalls; they get curious.
- A tech-savvy rep uses automation to keep leads warm while crafting a strong follow up tailored to that specific industry partner.
- A nimble team adapts fast when travel budgets shift or event formats change, tweaking the pitch without missing a beat.
The bottom line? It's not about who can automate the most; it's about who can use technology to make their human skills even stronger. It's smart, adaptable, emotionally intelligent people using technology to get to yes faster and with more intention.
At MCI, we've built the sales dream team. We start with humans who lead with heart and curiosity. Then, we give them the tools to work smarter because the best sales strategy in 2025 and beyond is:
- People first
- Tech-powered
- Relationship-driven
It's exactly how we've been generating millions of dollars in non-dues revenue for our clients for the last 30 years. We're resilient, tech-savvy and nimble then, now and into the future.
Brittany Shoul is the senior vice president of revenue strategy and operations at MCI USA.
