The shifting global economy: what it means for businesses & sales professionals

Sitting in Zurich, reflecting on my own international journey, from my social service in Mexico, studying in Germany and Madrid to a global sales career at SAP, I can’t help but notice how the world economy is undergoing a fundamental shift.

For decades, globalization was the dominant force, driving international trade and economic interdependence. However, recent years have exposed the vulnerabilities of this system. The COVID-19 pandemic, geopolitical tensions, tariffs, and nationalist policies have led many countries and businesses to rethink their strategies.

What does this mean for global companies and sales professionals? Here are three key takeaways:

1. Local talent pipeline

Businesses are reducing dependencies on the global talent pipeline, investing in local talent. This shift impacts professionals who are looking for an international career. Intercompany-transfers as well as hiring across borders are impacted. A way around this trend is to move to your destination privately and apply for a local job. That way, you’d qualify as a local talent.

2. Local purchasing decisions

Governments and companies increasingly favor domestic suppliers due to tariffs, trade restrictions, and political considerations. For salespeople, this means adapting messaging to align with national interests, navigating regulatory barriers, and differentiating beyond price by emphasizing compliance, sustainability, and strategic partnerships. Understanding local culture is key to overcome this development successfully.

3. Relationship-Based Selling Becomes Even More Critical

With heightened economic uncertainty and protectionist policies, trust and credibility are more valuable than ever. Sales professionals must deepen their industry expertise, foster long-term relationships, and position themselves as strategic advisors rather than just vendors. Customers will look for partners who understand their evolving needs in this changing landscape.

Final Thoughts

The global economy is shifting toward a more localized and politically influenced model, requiring businesses, and sales professionals, to adapt. Understanding regional complexities, aligning with national strategies, and strengthening customer relationships will be key to success in this new reality.