Our Sona Martirosyan’s article has been published on Sostav.ru titled “Sales Models and Their Transformation in 2025: What Changes to Consider and How to Work with Them.”
In her article, Sona explores how sales remain one of the fundamental drivers of business growth, directly influencing market positioning, customer acquisition, and overall profitability. She highlights that effective sales organization not only strengthens a product’s competitive presence but also shapes the initial perception of a brand, as sales managers are often the first point of contact between a company and its clients.
The article provides a structured overview of key sales models, classified according to the interaction between seller and consumer. The first sales model, active sales, is where specialists proactively search for and attract customers. The second one is passive sales, which is initiated by the consumer. The third model is called direct sales, which is conducted without intermediaries. Ans last but not least are the indirect sales, implemented through partner and representative networks.
Beyond traditional classifications, Sona emphasizes that there have been significant transformations in consumer behavior and business processes.
One of the most notable changes is the evolution of the consumer decision-making model. Today’s clients, empowered by digital tools and artificial intelligence, approach sellers at a much later stage of the funnel, often with clearly defined needs and expectations. As a result, the role of the sales manager shifts from initiator to expert consultant.
Another major trend is the rise of hybrid sales funnels that combine automation, AI-powered self-service tools, and human expertise. Chatbots and automated systems handle standard inquiries, while sales professionals step in during complex negotiations, large-scale deals, or situations requiring strategic thinking and empathy.
Sona also underscores the growing importance of long-term partnerships. Sustainable business relationships built on trust, shared goals, and mutual benefit are becoming the most effective and professional sales model. Retaining loyal, strategically important clients increasingly proves more impactful than continuously focusing on new customer acquisition.
The article concludes that selecting the optimal sales model requires analytical precision, process configuration, and continuous testing. The approach must align with the sales cycle, product complexity, and market segment. While mass-market products rely more heavily on automation, highly specialized industries demand personalized communication, extended negotiations, and a comprehensive, expert-driven strategy.
Check out Sostav.ru for the full article.