From Order Taker to Trusted Advisor

Nen recent years, the role of the salesperson has undergone a radical transformation. The traditional order taker, with their transactional and short-term focus, is being replaced by a more evolved figure: the trusted advisor. This professional creates value by supporting the customer throughout the decision-making process.

This evolution also requires a fundamental rethink of incentive models, which must shift from a purely quantitative logic to one that rewards long-term value creation.

Order takers simply collect orders, often focusing on volume and quick closings. Their sales compensation is generally straightforward and linked to sales commissions.

In contrast, the trusted advisor builds lasting relationships, understands customer needs and proposes bespoke solutions. This requires advanced skills in consulting, analysis and strategic management, and therefore also a more sophisticated incentive system.

In this scenario, the sales process becomes more complex: it is necessary to educate the customer, gain their trust, and co-design solutions. The sales cycle lengthens and traditional KPIs (such as quarterly revenue alone) are no longer sufficient.

What impact does this have on sales compensation?

• Competition is no longer solely based on price, but also on the ability to generate value, so margins and deal quality are important. Incentives must reflect this evolution by rewarding margins and the quality of closed opportunities rather than just volume.
• Account retention and growth: the relationship does not end once the contract has been signed. A trusted advisor supports the customer over time, fostering loyalty and developing the account.
• New KPIs: Consultative selling requires different metrics: These include Net Promoter Score (NPS), product adoption rate, customer engagement, retention and customer lifetime value (CLV). Sales compensation must become more data-driven and hybrid, linking not only to immediate results, but also to the sustainability of the relationship.