As the notorious AI seems to make heavier impact on our lives every day and the world is breathing in massive whiffs of innovation, it is very important not to lose the vision of the global sales ‘big picture’, especially if your revenue comes from software sales.

How does software industry make its income today? Have the approaches changed in the recent years? I tried to trace the major shifts in sales strategies that have happened since 2010, and here are the conclusions I can make:

The major global players have been the the U.S. and European IT markets, where the industry has shifted from selling rigid, one-size-fits-all solutions toward offering highly customizable, value-driven, and long-term services. Also, such features as the rise of SaaS, nearshoring, and the emphasis on security and transparency have become key drivers of sales today, when AI is increasingly supporting the personalization of sales efforts.

1. Shift Toward Value-Based Selling

Instead of focusing mainly on the features and technical capabilities of software, the most successful IT companies have shifted towards value-based selling, which emphasizes the business outcomes and benefits that software solutions deliver.

(!) Clients now demand a clearer understanding of the return on investment (ROI) they can expect, with discussions often centered around efficiency gains, cost savings, or revenue growth.

So, nowadays, the IT service providers must present a comprehensive understanding of their clients’ business models and pain points, and propose solutions tailored to solving those specific challenges.

2. Adoption of Agile and Flexible Project Models

The confident rise of Agile methodologies and the shift away from traditional, rigid project models has significantly changed how software development projects are sold. This allows for more flexibility and adaptation throughout the development process.

Clients want assurance that they can make changes as business needs evolve during a project. Agile allows for iterative feedback and adjustments, reducing the risk of failure and increasing client engagement during the development process. Sales teams need to demonstrate flexibility in project management and be adept at explaining the benefits of Agile development to clients who may be unfamiliar with this approach.

3. Emphasis on Consultative Sales and Thought Leadership

Particularly in the U.S. and Europe, software development firms have embraced consultative selling—where the sales process involves educating clients, offering insights, and helping them navigate complex technology landscapes.

Clients often look for partners who can provide expert advice, not just software development. Firms that can position themselves as thought leaders and trusted advisors are more likely to win long-term contracts.

(!) This has increased the importance of content marketing, webinars, whitepapers, and technical blogs, all of which demonstrate a company’s expertise.

4. Rise of Nearshoring and Offshoring Models

The global nature of the software industry has led to the rise of nearshoring and offshoring, especially in Europe.

(!) Companies are increasingly looking outside of their local markets for cost-effective development solutions in nearby regions (nearshoring) or farther abroad (offshoring). This trend has caused increased competition, particularly between European software development companies. As a result, sales processes must emphasize unique value propositions, such as local market knowledge or specific industry expertise.

European firms, especially in regions like Eastern Europe, have embraced the nearshore model, promoting time zone alignment and cultural similarities to attract clients from Western Europe.

5. Personalization and Customization of Solutions

There has been a growing demand for customized software solutions tailored specifically to the needs of individual clients. This trend is strong in both the U.S. and European markets, and is quickly developing globally.

(!) Clients expect vendors to deeply understand their industry and business challenges and deliver custom solutions rather than off-the-shelf products.

So, sales approaches now require a deeper discovery phase, where vendors collaborate with clients to design tailored proposals. This can make the sales cycle longer but can result in more profitable and long-term contracts.

6. Increase in SaaS and Subscription-Based Sales Models

The rise of Software-as-a-Service (SaaS) has transformed how software development projects are sold. This subscription-based model has moved much of the industry away from large upfront investments toward ongoing monthly or yearly payments.

SaaS has become a dominant model because it lowers the barrier to entry for clients and provides ongoing revenue streams for vendors. For many European markets, the flexibility of SaaS also aligns with their evolving digital transformation strategies.

Selling SaaS involves more than just getting clients to sign up; it is necessary to ensure continuous engagement and satisfaction over time. Customer success and support are now key parts of the sales process.

7. Demand for Transparency and Security

With increasing regulations such as GDPR in Europe and growing concerns around data security, there has been a heightened demand for transparency in pricing, processes, and security measures.

Companies are now more focused on ensuring their software solutions comply with strict data protection laws and mitigate risks related to cybersecurity.

Keeping this in mind, sales teams tend to emphasize security credentials, certifications, and compliance of their software solutions with local regulations. In Europe, this is especially important given the stringent GDPR requirements.

8. Focus on Long-Term Partnerships over One-Off Projects

Increasingly, clients in the U.S., Europe and globally prefer long-term partnerships rather than engaging in one-off development projects.

(!) Clients seek continuity, support, and the ability to iterate and evolve their software solutions as their businesses grow.

This has shifted sales strategies toward offering ongoing maintenance, upgrades, and support, positioning software firms as long-term technology partners rather than just service providers.

9. Emergence of AI and Automation in Sales Processes

The use of AI and automation tools in the sales process has gained traction, particularly in managing customer relationships, lead scoring, and personalizing communications.

AI-driven insights allow companies to optimize their sales processes by targeting the right prospects with the right message at the right time.

(!) Sales teams are becoming more data-driven, using CRM systems integrated with AI to predict customer needs and behavior, thus improving conversion rates and client retention.

10. Outsourcing and Freelance Platforms

The rise of platforms like Upwork and Freelancer in the U.S. and Europe has made it easier for companies to source freelance developers and small agencies for short-term projects.

These platforms allow companies to experiment with outsourcing for specific tasks without committing to full-scale projects or long-term engagements.

This has created a need for software development firms to be more flexible in offering smaller, short-term contracts, as well as competing with a larger pool of freelance talent.