The sales industry in New Zealand is experiencing a dynamic period of growth and transformation. With 74 percent of sales teams across Australia and New Zealand planning to expand in 2025, the sector is clearly gearing up for a significant push. However, this growth is coupled with ongoing challenges. Hiring managers continue to face difficulties in sourcing top-tier talent, especially for roles such as business development managers and key account managers. More than half of all sales teams report feeling under-resourced, a sentiment that underscores the urgency for effective recruitment and retention strategies.

Technological innovation is also making a notable impact. A substantial 80 percent of sales teams have now integrated AI tools to streamline operations, ushering in a shift in the skill sets that employers prioritize. Competencies in CRM optimization (48 percent), AI-assisted content writing (43 percent), and sales data visualisation (36 percent) are now viewed as essential. These developments are prompting businesses to rethink how they attract candidates. Transparency is on the rise, with 68 percent of companies now clearly communicating KPIs and commission structures during interviews. Competitive benefits remain key, with KPI bonuses (57 percent), flexible work options (53 percent), and career development opportunities (50 percent) leading the charge.

"AI is now a staple of the sales landscape"

Sharna Bryant, Permanent Senior Consultant at Frog Recruitment and people2people, sees these trends as both a challenge and an opportunity. Reflecting on the market, she shares, "Sales hiring in 2025 is about balancing tech innovation with human capital. We’re seeing businesses invest more in their value proposition to attract talent, not just with money but with meaningful growth pathways."

The rise of AI is changing not only how sales teams work, but also what skills they need. Sharna notes, "We're coaching clients to look beyond traditional CVs. AI skills, adaptability, and even how candidates use tools like CRM or sales dashboards are now just as important."

Interestingly, while expansion plans are widespread, 33 percent of current hiring is being driven by staff replacement rather than new roles. Despite 58 percent of organisations reporting stable staff retention, turnover remains a concern. This disconnect hints at the underlying pressure sales teams face and the need for employers to maintain strong engagement and reward systems.

As AI continues to evolve, the landscape of sales will require more than just basic digital literacy. Teams that can harness AI tools for lead generation, content creation, and performance tracking will have a competitive edge. Sharna underscores this shift: "It's not just about using AI. It's about integrating it in a way that actually frees up your salespeople to build relationships and close deals."

The coming year will likely see a continued focus on long-term strategy. Businesses that clearly communicate their growth plans and offer structured incentive systems are expected to outperform in talent acquisition and retention.

Practical Strategies for Navigating the Sales Landscape in 2025

According to the latest insights, sales teams can stay ahead by focusing on the following key strategies:

1. Lead with Value: Prospective clients are more informed than ever. Tailor pitches to address specific pain points rather than using a generic sales approach.
   
   
2. Invest in Sales Enablement Tools: Technology that supports your sales process – from AI-powered CRM systems to data visualisation dashboards – can help streamline workflows and improve decision-making.
   
   
3. Prioritise Soft Skills: While technical ability is important, communication, empathy, and relationship-building remain at the core of successful sales teams.
   
   
4. Upskill Continuously: Regular training on the latest tools, platforms, and customer engagement tactics ensures that your team stays competitive.
   
   
5. Foster Collaboration: Break down silos between sales, marketing, and customer service teams to deliver a cohesive experience that converts prospects into loyal clients.
   
   
6. Measure What Matters: Go beyond basic KPIs. Track customer satisfaction, sales cycle length, and conversion rates to understand performance in depth.
   
   
7. Maintain Transparency: Be upfront about expectations, incentives, and career progression to attract and retain top talent.
   
   

As businesses across New Zealand prepare for the challenges and opportunities ahead, those that combine innovative technologies with a people-first approach will be best placed to thrive. With experts like Sharna Bryant leading the charge, the future of sales in 2025 looks both promising and transformative.