Sales statistics 2025-2026: Key figures & trends
The world of sales is changing rapidly, shaped by technological advances, new customer expectations and ever more sophisticated strategies. To be successful, businesses need to rely on reliable and current data to guide strategic decisions. This document brings together recent and relevant sales statistics, covering the business cycle from prospecting to conclusion, customer relationship management, team performance and the impact of new technologies. These figures illustrate current trends and reveal the strengths and weaknesses of modern business strategies.
1. Commercial prospecting and customer acquisition
1.1. Importance of prospecting
Strategic priority: 60% of business leaders consider commercial prospecting to be a priority. (Uptoo)
Increase in budgets: 45% of French companies increased their prospecting budget compared to the previous year. (Uptoo)
Effectiveness of customer recommendations: A call based on a customer recommendation leads to an appointment in 80% of cases, compared to 2% for a “hard call”. (Spyral Council)
1.2. Prospecting techniques
Number of calls to contact a prospect: It takes an average of 8 calls to reach a prospect. (Spyral Council)
Ineffective phone messages: Only 4.8% of prospects call back following a voice message left by a salesperson. (Spyral Council)
Importance of reasoned contacts: Between 10 and 15% of well-founded contacts lead to an appointment. (Spyral Council)
1.3. Use of social networks
Use for prospecting: 72% of salespeople use social networks to find out about targeted decision-makers and companies. (Uptoo)
Building relationships: 63% of salespeople use social networks to establish relationships with potential customers. (HubSpot)
Performance increase: Sales people using social networks increase their success rate by 51%. (Uptoo)
Major prospecting trends in 2025-2026
- Prospecting remains a major strategic priority with increasing budgets. On the other hand, it will be more targeted and smarter.
- Customer recommendations are significantly more effective than cold calls. You have to bet on it.
- Persistence is key, because reaching a prospect requires several attempts and voice messages are not very effective.
- Social networks have become essential tools for finding information, creating relationships, and improving business performance.
2. Prospects and reminders follow-up
2.1. Importance of reminders
Number of reminders required: 80% of Sales require reminders between the fifth and twelfth contact (Spyral Conseil) or at least five reminders after the first contact to be concluded (Invesp).
Follow-up deficit: 48% of salespeople do not follow up with their prospects after the first contact. (Spyral Council)
Effect of multiple follow-ups: The response rate increases by 49% after the first reminder by email. (Belkins)
2.2. Recovery techniques
Early abandonment: 44% of salespeople give up after a single follow-up attempt. (Invesp)
Persistence in follow-up: Only 10% of salespeople generate more than three contacts with a prospect before giving up. (Spyral Council)
Lack of preparation: 42% of salespeople don't have relevant information about their prospects before calling them. (Spyral Council)
Trends in lead follow-up and reminders for 2025-2026
- Persistence in following up (often 5 contacts or more) is essential to close sales, but it is often overlooked. If it was tolerated in a period of excess lead, the current cycle will not forgive it.
- A significant portion of salespeople abandon the follow-up process too soon. Sales departments are aware of this and will follow this point more and more.
- Email reminders are effective in increasing response rates. This indisputable fact must be understood by all.
- The lack of preparation and relevant information prior to contact hampers the effectiveness of reminders.
3. Sales closing and commercial performance
3.1. Closing rate and conversion
Average closing rate: In 2023, the average sales closing rate is 29%. (HubSpot)
Impact of personalization and follow-up: 75% of leads do not lead to a sale, often due to a lack of personalization and follow-up. (Spyral Council)
3.2. Skills and modernization
Skills at the conclusion of a sale: Two-thirds of the salespeople evaluated do not have the level expected to close a sale. (Uptoo)
Lack of active listening: 32% of salespeople are not proficient in active listening, which hampers the conclusion. (Uptoo)
Impact of the training: 44% of salespeople believe that training is the first motivator. (Uptoo)
Modernization required: 82% of salespeople think that businesses need to modernize their sales techniques. (Uptoo)
2025-2026 trends in sales skills training and assessment
- Average closing rates remain relatively low, underlining performance challenges and a need to modernise techniques. Significant investments are needed.
- Personalization, follow-up and active listening are crucial but often insufficient, leading to the loss of leads. This is becoming a priority in the current business cycle.
- Significant gaps exist in sales closing skills. The most fragile organizations will not survive without a significant improvement in their commercial competence.
- The use of a CRM (see section 4) and training are key levers for improving performance and motivation. Other levers will appear or accelerate, such as AI tools for assisting in appointments or creating commercial proposals.
4. Organization and commercial efficiency
4.1. Use of technology (CRM & Automation)
Impact on goals: Sales representatives using a CRM exceed the annual sales target by 24%. (HubSpot)
Increased productivity: A salesperson equipped with a CRM and automation tools is 35% more productive. (Uptoo)
Integration and value: 62% of employees believe that a CRM that is well integrated and used in all teams creates more value. (Uptoo). However, 70% of businesses have a CRM that is misused. (Uptoo)
Time spent on sales: Only 33% of salespeople's time is actually devoted to selling. (Spyral Council)
4.2. Cross-team alignment
Impact of sales-marketing collaboration: A 15% increase in the success rate is observed when sales and marketing teams work in a coordinated manner. (Uptoo)
The 2025-2026 trends in terms of organization and commercial efficiency
- The adoption and effective use of technologies (CRM, automation) significantly increase productivity and the achievement of goals.
- A significant portion of salespeople's time is not dedicated directly to sales, underlining the potential for optimization.
- Proper integration and use of CRM across teams is essential to maximize its value.
- Strategic alignment between sales and marketing teams significantly improves success rates.
5. Customer relationship management and loyalty
5.1. Customer expectations
Understanding the client's goals: 86% of B2B buyers are more likely to buy if the business understands their goals. (Salesforce)
Role of trusted advisor: 84% of buyers want salespeople to act as trusted advisors. (Salesforce)
5.2. Loyalty lever
Importance of personalization: 73% of shoppers say personalization is key to building loyalty. (Salesforce)
Value of the recommendation: 91% of customers are ready to recommend, but only 11% of salespeople ask for it. (Spyral Council)
The 2025-2026 trends in CRM and loyalty
- A positive customer experience (see section 12) is critical for loyalty and repeat purchases.
- Understanding the client's goals and acting as a trusted advisor are key for B2B buyers.
- Personalization plays a critical role in customer loyalty.
- There is an underexploited potential in actively soliciting customer recommendations.
6. Marketing strategy and sales channels
6.1. Revenue models and indirect sales
Recurring sales as the main source: 42% of sales managers say recurring sales are their main source of revenue. (Salesforce)
Increased impact of indirect sales: 83% of professionals note an increased impact of indirect sales on revenue. (Salesforce)
6.2. Evolution of channels and behaviors
Increasing use of TikTok (Gen Z): 46% of Gen Z shoppers use TikTok to search for products/brands. (HubSpot)
(B2B online research is covered in section 13. The use of social networks by salespeople is dealt with in section 1).
Sales channel trends 2025-2026
- Revenue models based on recurring sales and indirect sales strategies are gaining in importance.
- The emergence of new channels like TikTok is influencing the buying behaviors of certain demographics (Gen Z).
- The B2B buying process remains highly digitized (see section 13).
7. Technology, innovation and artificial intelligence
7.1. AI adoption and impact
Investment in AI: 81% of sales teams are investing in AI. (Salesforce)
Growth thanks to AI: 83% of teams using AI saw their turnover increase. (Salesforce)
Impact on productivity: Teams using AI increase productivity by 14%. (McKinsey & Company)
7.2. AI challenges
Trust issues: 35% of professionals lack confidence in the accuracy of AI data. (Salesforce)
Security concerns: 73% believe that generative AI introduces new security risks. (Salesforce)
Lack of resources/training: 33% of salespeople lack the budget, staff, or training to use AI effectively. (Salesforce)
The 2025-2026 trends in innovation and sales technology
- The adoption of AI in sales is massive and correlated to revenue growth and productivity.
- Despite adoption, significant challenges remain regarding trust in data, security (especially with generative AI).
- A lack of resources (budget, training, staff) hampers the optimal exploitation of AI by sales teams.
8. Remote selling and hybrid working
8.1. Adopting hybrid models
Hybrid work and remote sales: 67% of sales representatives in France work in hybrid mode or remotely. (HubSpot)
Prevalence of virtual sales in B2B: 80% of B2B sales are made virtually. (Salesforce)
Perception of ease: 56% of professionals believe that distance selling makes the process easier. (HubSpot)
8.2. Distance selling channels and tools
Communication channels: Email and telephone (48%) dominate, followed by social networks (38%) and video chats (31%). (HubSpot)
Perception of effectiveness: 21% of sales representatives think that distance selling is more effective than selling in person. (HubSpot)
Use of AI in distance selling: 52% think that AI helps to better understand remote customers. (HubSpot)
The trends of distance selling and hybrid working in sales in 2025-2026
- Hybrid working and remote selling have become the norm in the commercial sector.
- Virtual selling largely dominates B2B interactions and is perceived as facilitating the process by a majority.
- Traditional communication channels (email, telephone) remain predominant, but digital tools (social networks, video) are widely used.
- AI is considered to be a potentially useful tool for improving customer understanding in a distance selling context.
- Some companies, under pressure, tend to return to teleworking. We see no credible future in this, turnover and competition for the best commercial talent leave businesses with little choice.
9. Human resources, training and quality of life at work
9.1. Importance of training and motivation
Training as a motivator: 61% of salespeople consider it to be the main motivator, before remuneration. (Uptoo)
Employee satisfaction: 76% say management focuses on their satisfaction. (Salesforce)
9.2. Talent retention and turnover
High turnover: 4% of new salespeople leave within the first day, and 22% within the first 45 days. (Uptoo)
Increase in remuneration: 81% of professionals saw their salary increase. (Salesforce)
Talent Retention: 64% would leave their job for better pay elsewhere. (Salesforce)
Development opportunities: The lack of development prospects and management clarity are major reasons for departure. (Salesforce)
Major trends 2025-2026
- Training is perceived as the most important motivator for salespeople.
- Early turnover remains a significant challenge, underlining the importance of integration and perspectives.
- While satisfaction and salaries are on the rise, compensation and clear career opportunities are crucial for talent retention.
10. Financial Management and Budgets
10.1. Budget monitoring and optimization
Increased monitoring of budgets: 70% of sales managers note increased monitoring of budgets. (HubSpot)
Investment in prospecting: 45% of French companies have increased their prospecting budget. (Uptoo)
Buyers' caution: 78% of B2B buyers say their business is more careful about spending. (Salesforce)
10.2. ROI and marketing automation
Impact of marketing automation: Businesses using marketing automation generate 50% more qualified leads and improve their conversion rate by 53%. (HubSpot)
Major 2025-2026 trends for commercial budgets
- Budgets are under close surveillance and buyers are more careful about spending.
- Investments focus on areas considered strategic, such as prospecting. Soon managers will realize that it is more important and profitable to invest in business efficiency, even if it is more difficult.
- Marketing automation shows great potential for KING in terms of lead generation and conversion.
- Optimizing financial performance also requires inter-team alignment and the effective use of technology.
11. Market analysis and economic trends
11.1. Market expansion and digitalization
Increase in the number of businesses: The number of businesses in France increased from 2.2M to 3.1M between 2009 and 2020. (Statista)
E-commerce expansion: In 2022, there were 207,000 active merchant sites in France, +35% compared to 2019. (FEVAD)
11.2. Competition and economic context
Increased competition: 57% of sales managers say there is an increase in competition. (Salesforce)
Impact of inflation: Macroeconomic conditions (inflation) remain a challenge for 27% (compared to 39% in 2022). (Salesforce)
Maximizing value: 76% of buyers seek to maximize the value of each purchase. (Salesforce)
Major trends 2025-2026 on the market and their impact on sales
- The economic landscape is characterized by a growth in the number of businesses and a continuous expansion of e-commerce. But these businesses are very modest in size and do not yet offer a sufficient number of new business opportunities.
- Competition is intensifying and buyers, in the face of economic pressures, are looking to maximize the value of their purchases. This trend will continue, with the most commercially effective organizations being the biggest winners in this cycle.
- The digitalization of buying behavior and the influence of values are major fundamental trends. The economic situation will not affect this trend in any way.
12. Customer service and customer experience
12.1. Importance of customer experience
Impact on repeat purchases: 93% of customers are more likely to make repeat purchases from businesses that offer great customer service. (Salesforce)
Impact of a positive experience: 94% of consumers are more likely to make a purchase again after a positive experience. (Salesforce)
Customer service/performance link: 73% of business leaders say there is a direct link between customer service and business performance. (Salesforce)
12.2. Quality of service and technology
Consequence of poor service: 48% of customers changed brands in the past year to benefit from better customer service. (Salesforce)
AI and service efficiency: 76% of customer service professionals say that AI allows them to respond to more requests without compromising quality. (Dialpad)
Customization challenges: 39% of support professionals are concerned about the lack of personalization due to excessive automation. (HubSpot)
Major customer service trends 2025-2026
- Excellent customer service and a positive experience are critical to retaining customers and driving repeat sales.
- Poor customer service leads to a significant loss of customers (churn).
- AI is seen as a tool to improve customer service efficiency, but raises concerns about maintaining personalization.
13. Buying and consuming behaviors
13.1. Information search and buyer autonomy
Autonomous search for prospects: 96% of prospects do their own research before speaking with a sales representative. (HubSpot)
Use of various sources: 86% of consumers look for multiple sources before making a purchase decision. (HubSpot)
B2B online search: 80% of prospects consult the Internet before buying in B2B. (Uptoo)
13.2. Importance of personalization
Preference for personalization: 78% of shoppers say they are more likely to buy from businesses that offer personalized experiences. (HubSpot)
Major trends 2025-2026 in buying behavior
- Buyers (B2C and B2B) are highly autonomous, conducting extensive online research on a variety of sources before engaging in sales.
- Personalizing the customer experience is an increasingly influential buying factor.
- Brand values and ethical practices have become major decision-making criteria.
14. Telephone and e-mail prospecting
14.1. Telephone prospecting
Number of reminders required: 80% of sales require 5 follow-up calls before closing. (Invesp)
Time spent on voice messages: Sales people spend 25 hours per month leaving phone messages. (Spyral Council)
Low message reminder rate: Only 4.8% of prospects call back following a voice message. (Spyral Council)
14.2. Email prospecting
Email Personalization: Custom subject lines increase open rates by 22%. (HubSpot)
Marketing emails: 24% of marketing emails are opened; 35% of decision makers base openness on the relevance of the subject. (Spyral Council)
Ideal email length: An effective email is between 50 and 125 words long. (Spyral Council)
Major trends in telephone and email prospecting 2025-2026
- Telephone prospecting requires great perseverance with multiple calls/reminders required.
- Voice messages are very ineffective in generating reminders, despite the time invested.
- Personalization, especially of the subject, is key to improving the effectiveness of prospecting by email.
- Relevance and conciseness are essential for prospecting emails.
15. Social responsibility and corporate values
15.1. Expectations of consumers and buyers
Importance of shared values: 86% of consumers are more likely to buy from a brand that shares their values. (Salesforce)
Rejection of discrimination: 82% of consumers refuse to buy from a brand that practices discrimination. (Salesforce)
Expectation of ethical practices: 73% of buyers say businesses need to adopt ethical practices to retain them. (Salesforce)
15.2. CSR and business practices
Strategic integration of CSR: 79% of businesses say that their business strategy now includes CSR goals. (Salesforce)
Responsible communication: 67% of businesses include social responsibility as a selling point. (Salesforce)
Impact on loyalty: 45% of companies believe that their CSR strategy contributes directly to customer loyalty. (Salesforce)
Major CSR trends in sales in 2025-2026
- Corporate values, ethical practices and CSR have become determining factors in consumer choices and loyalty.
- Businesses are increasingly integrating CSR into their business strategies and using it as a selling point.
- CSR is perceived as a lever that contributes directly to customer loyalty.
Conclusion
Through this analysis, it is clear that sales forces can no longer afford to rely on traditional methods. The rise of artificial intelligence technologies, the use of hybrid sales models, and the growing demand for personalized and ethical customer service are no longer simple options, but imperatives to survive in an increasingly competitive market. The companies that stand out will be those that manage to combine the intelligent use of technology with the strategic alignment of their marketing and sales teams.
The key to success also lies in a thorough understanding of customer needs and values and in adapting quickly to new expectations. Investing in training, adopting a customer-centric approach, and using the tools to their full potential will allow sales teams to maximize every opportunity. In short, as you can see, in a world where every interaction counts, data is more than ever the main lever for guiding decisions and improving commercial performance.
