Rethinking B2B Sales: Towards a New “Hunter” Profile?
A Market Under Pressure
The Belgian B2B Sales market is currently going through a silent but very real state of tension. Over the past 18 months, job openings in this sector have surged by 30%, while only 7% of professionals surveyed reported actively looking for new opportunities.
A striking imbalance that raises important questions. Companies struggle to recruit the right profiles, while candidates — often passive — no longer identify with traditional sales methods.
It is in this context that Generations Recruitment organized a roundtable gathering 10 industry experts from companies as diverse as Dstny, Monizze, SalesHive, EMAsphere, Winpeo and Actito.
The theme: “What does the new face of the B2B Sales Hunter in Belgium look like?”
A Profile to Reinvent
The first shared insight from all participants was unanimous: the old-school “hunter” model no longer works.
Gone is the pushy salesperson making endless cold calls, talking more than listening, and measuring success solely by volume. Today’s top-performing Sales profile is strategic, curious, agile, and deeply human.
Jean-Louis Van Houwe, founder and CEO of Monizze, sums it up in three words:
“Curiosity, resilience, and customer-centricity. It’s no longer about selling to sell — it’s about deeply understanding your client’s challenges.”
The Entrepreneurial Mindset: A Core Theme
All speakers agreed: the Sales Hunter of 2025 must have a true entrepreneurial spirit.
They need to work autonomously, carry a long-term vision, constantly adapt their tools and methods, and most importantly, not wait for a fixed framework to be handed to them.
Mitch Goovaerts, Sales Director at CheckHub, takes it further:
“You have to dare. Try. Fail fast. And learn even faster. Sales today is permanent test & learn.”
This mindset shift is also a response to the increasing complexity of the sales cycle. It’s no longer about converting a lead in three calls — it’s about co-constructing trust in a fast-changing environment.
The Key Skills of an “Augmented Sales Hunter”
While the word “hunter” is still used, its definition has radically evolved. During the roundtable, several skills were repeatedly emphasized:
- Coachability: the ability to take feedback, reflect on it, and adapt.
Emine Youssef: “What we’re looking for are people who can receive constructive feedback, integrate it, and readjust.” - Emotional intelligence: the ability to listen, understand, and sense when to speak — or stay silent.
Estelle Vanderhaegen: “Today, soft skills make the difference.” - Market awareness: knowing your product, of course. But also your client, your client’s competitors, and the broader environment.
Benoît De Nayer: “The self-centered Sales profile is over.” - Curiosity and feedback culture: a great Sales professional is a constant learner who is not afraid of not knowing everything.
AI: Partner or Threat?
It’s impossible to discuss the future of Sales without mentioning artificial intelligence.
Participants were unanimous: AI won’t replace Salespeople, but it is already reshaping the landscape. It automates tasks, feeds data, anticipates behaviors…
But what remains irreplaceable is the human connection, the ability to read between the lines and build authentic relationships.
Salvatore Provenzano, Sales Director at Dstny, clarifies:
“AI optimizes, but doesn’t replace. The Salesperson of tomorrow will be augmented by technology, not replaced by it.”
What Future for Young Sales Talents?
Another core topic: how do we pass these expectations on to the next generation?
Everyone agrees on the need to guide young professionals with kindness, without compromising on the standards expected.
Jean-Charles Hebbelinck offers a reminder:
“Sales remains demanding. But it’s also an amazing journey when you give it meaning.”
Michael Tron wraps it up with a powerful message:
“To be a salesperson is to really think out of the box and to live out of the box.”
Conclusion: A Profession Worth Revaluing
Far from the clichés of the pushy or burnt-out Salesperson, today’s B2B Sales Hunter emerges as a strategic, value-driven professional — a true growth driver.
But to attract these rare profiles, companies must change how they look at sales, adjust expectations, rethink hiring processes… and sometimes even their managerial culture.
As Generations Recruitment — initiator of this event — points out:
“Hiring a Salesperson is no longer about finding a standard profile. It’s about identifying the right mindset, potential, and growth partner.”
Want to go deeper? Watch the interview videos of each participant as they share their vision, advice, and convictions about the future of Sales. These insights enrich and complete the roundtable takeaways.
If you’d like to share your thoughts, observations, or simply connect: join the conversation on our LinkedIn page.
Because tomorrow’s Sales won’t look like yesterday’s… it will be something we build together.
