A New Normal – or a Better Normal?

It’s become common for commentators to refer to the fast-evolving reality of B2B selling as the “new normal”, and I’ve often used this phrase myself. But in some interpretations, that seems to imply an acceptance that we’re going to have to learn to live with a situation that is somehow worse than what we had before whilst we strive to get back to the “old normal”.
I don’t believe this is either inevitable or appropriate. I believe we must instead use the events of the past few months as a stimulus to accelerate long-overdue changes in how we treat each other and how we behave as B2B sales professionals, and to eliminate the accumulated tolerance of wastage and inefficiency that has become characteristic of the sales profession.
We have an opportunity to emerge smarter and better for our recent experiences, and we need to grasp it.
Creating a climate of