Given the target-based nature of sales, last year was frustrating for many, Stokes said.<\/p>\n
Just 43% of New Zealand salespeople hit their targets and achieved bonuses last year.<\/p>\n
Only 6% listed their pipelines as being strong going into 2026.<\/p>\n
\u201cWe definitely expected last year to be better than it was,\u201d Stokes said. \u201cPeople were bruised.\u201d<\/p>\n
Sales leaders also raised concerns about the level of support businesses were providing.<\/p>\n
Marketing budgets, professional development and new technology investment were all down in 2025.<\/p>\n
\u201cThere is a significant risk salespeople will begin to feel undervalued, given the lack of commitment to development and flat remuneration,\u201d Stokes said.<\/p>\n
Only 5% rated marketing as \u201cexcellent\u201d, while 31% rated it \u201cnot great\u201d or \u201cvery poor\u201d.<\/p>\n
Only 51% said their firms had increased investment in sales technology in 2025. This was the third consecutive year that this figure declined.<\/p>\n
There was a big lift in the number of salespeople using AI (artificial intelliegence) to enhance performance, with 90% saying they used it in 2025. That compared to 56% in 2024 and just 22% in 2023.<\/p>\n
But this most likely reflected the increased use of personal accounts, given the lack of large-scale tech investment by firms, Stokes said.<\/p>\n
\u201cA significant majority believe salespeople using smart technology will be the future, and 0% feel salespeople will become redundant due to AI.\u201d<\/p>\n
Business development was the standout frustration with sales teams, far ahead of any other single issue, Stokes said.<\/p>\n
Average investment in sales development plummeted by 50%, with the average spend per salesperson now $1500 in 2025, compared with $2979 in 2024.<\/p>\n
Fifty-nine per cent received some training, leaving a sizeable 41% without development, Stokes said.<\/p>\n
\u201cDevelopment for salespeople became a casualty of the financial environment, leaving teams to navigate a hard market with reduced training and support.\u201d<\/p>\n
Sales leaders noted that strong relationships, including trust in people and brand, remained the biggest reason for winning deals \u2013 ahead of price and product superiority.<\/p>\n
But when it came to \u201cdeal-killers\u201d, price stood out as the number one issue.<\/p>\n
The gap between Australia and New Zealand continued to widen, Stokes said.<\/p>\n
New Zealand achieved 41% total market growth, which Australia outpaced with a 60% increase.<\/p>\n
In Australia, 18% of respondents were bullish and expected strong growth in 2026. Just 9% of New Zealanders felt the same.<\/p>\n
In Australia, 67% of salespeople hit their targets in 2025.<\/p>\n
There were some bright spots in the survey.<\/p>\n
One-third of respondents were exporters and 64% reported moderate or strong growth, despite the global tariff turmoil.<\/p>\n
Only 6% reported declining sales.<\/p>\n
Nearly 70% of exporters said the US tariffs had no impact on their business.<\/p>\n
Overall, there were reasons to be positive about 2026, Stokes said.<\/p>\n
But it was understandable that after last year\u2019s false start that expectations were tempered, he said.<\/p>\n
\u201cWe\u2019ve called it cautious realism.\u201d<\/p>\n
Liam Dann is business editor-at-large for the NZ Herald. He is a senior writer and columnist, and also presents and produces videos and podcasts. He joined the Herald in 2003.<\/p>\n