Australia Sales Update 2025: Trends Reshaping Recruitment

The sales industry in Australia is undergoing significant change and development as it looks ahead to 2025. A notable 74% of sales teams are planning to expand, signalling strong confidence in market opportunities. However, this anticipated growth comes with challenges. Companies are finding it increasingly difficult to attract and retain top talent, particularly in specialised roles such as business development managers and key account managers. This is reflected in more than half of sales teams still feeling under-resourced despite their expansion plans.

Technology, especially artificial intelligence (AI), is playing a major role in this transformation. Around 80% of sales teams are now using AI tools to improve operational efficiency. This shift is influencing the skills that employers are prioritising, with competencies in CRM optimisation (48%), AI-assisted content writing (43%), and sales data visualisation (36%) becoming increasingly essential.

To address recruitment challenges, companies are adopting more transparent hiring practices. A growing number of employers (68%) are now communicating key performance indicators (KPIs) and commission structures upfront in the interview process. Meanwhile, competitive benefits are emerging as a crucial differentiator in attracting talent. These include KPI bonuses (57%), flexible work arrangements (53%), and career development opportunities (50%).

Despite these efforts, one-third of hiring in the sales sector is still driven by staff replacements rather than growth, suggesting that employee turnover remains a key concern. Nonetheless, 58% of organisations report stable staff retention, indicating that companies are making headway in maintaining workforce stability.

"AI is now a staple of the sales landscape"

According to Sharna Bryant, Permanent Senior Consultant at people2people, "AI is now a staple of the sales landscape." This comment underscores a major trend shaping the sector. The integration of AI into daily operations is not only helping businesses operate more efficiently but also redefining what it means to be a competitive candidate.

Sharna highlights that the roles of business development managers and key account managers remain in high demand. "Hiring managers continue to report difficulties sourcing top candidates," she notes, emphasising the talent shortfall that persists even as teams plan for expansion. This has prompted a shift in how businesses approach recruitment.

"Sixty-eight percent now communicate KPIs and commissions upfront during the interview process," Sharna explains. This move toward transparency is helping companies attract the right candidates by setting clear expectations from the outset. Alongside this, employers are enhancing their benefits offerings. According to Sharna, "KPI bonuses, flexible work arrangements, and career development opportunities top the list." She also notes that businesses are introducing better car-related perks and uncapped commission structures to stand out in a competitive hiring market.

Even with these enhancements, the market is not without its difficulties. "More than half of sales teams still feel under-resourced," Sharna observes. This sentiment, coupled with the fact that 33% of hiring is focused on replacements rather than new roles, signals ongoing challenges related to turnover and resource allocation.

Looking forward, the sector is expected to maintain its focus on long-term strategies. With AI fully embedded in sales processes, businesses must now prioritise developing the right skill sets and communicating their value propositions effectively. As Sharna puts it, "Businesses that can clearly communicate their value proposition from growth opportunities to structured incentives will be in the best position to secure and retain top talent."

Tips for Sales Teams Adapting to 2025 Trends

• Invest in tools that support real-time data visualisation to improve decision-making.

• Incorporate AI-driven CRM systems to streamline client interactions.

• Provide continuous training in emerging sales technologies to upskill staff.

• Focus on transparent communication of performance expectations and rewards.



• Offer tailored benefits that reflect current employee values, such as flexibility and growth potential.