Hybrid sales models increase sales by up to 50% more than traditional B2B sales strategies. In fact, more customer visits per week are possible on average by a factor of 4.2 if B2B sales intelligently combines on-site and online visits to communicate with customers. Digitalization has significantly changed the information landscape - with significant effects on customer buying behavior.
The modern customer wants and must be advised everywhere; they are present on all possible channels, offline and online. However, surveys show that 51 percent of the companies surveyed state that their sales representatives are only partially up to the challenges of virtual customer meetings. The exceptional situation of recent years has given the digitalization of B2B sales a huge push forward, but the successful use of new media along the sales process in a competitive B2B market is not enough.
Hybrid sales teams combine digital and personal touchpoints, supported by real-time process intelligence and flexible adaptability. While the sales force is traditionally responsible for servicing top customers - usually in person on site - they have barely any capacity to support B-customers. This is where the concept of hybrid sales comes in.
In this article, you will learn how to build a successful hybrid sales team, which tools and technologies - such as Bliro for efficient conversation documentation - can help you achieve this, and which leadership strategies ensure sustainable sales success.
What is a hybrid sales team?
A hybrid sales team combines the strengths of traditional and digital sales approaches to optimally reach and serve customers through various communication channels.
Definition of hybrid sales in B2B
Hybrid sales in the B2B sector means the clever combination of different sales approaches and channels. This involves both personal customer contacts and digital communication options. At its core is a team in which sales representatives are sales-active back office staff (Inside Sales). Both work hand in hand and efficiently divide up sales work. While the field service is responsible for on-site visits to strategically important customers, the inside sales department provides remote support - via telephone, video conferences and digital tools.
Difference from classic sales models
In classical sales model, sales representatives are primarily responsible for “sales outside”, while back office staff mainly take on administrative tasks. In the hybrid model, on the other hand, both become active sellers. The decisive difference: While a sales representative can visit around 4 customers per day, an inside sales employee manages on average 12 Customer contacts every day. As a result, hybrid teams achieve significantly higher efficiency.
Furthermore, marketing and sales are increasingly merging in hybrid sales. Both areas assume responsibility for sales - sometimes even under the common term “revenue.” This customer focus enables a continuous customer journey across all touchpoints.
Why hybrid sales are essential today
Hybrid distribution has become an indispensable approach for a number of reasons:
- Customer preferences have changed: According to recent surveys, buyers prefer a balanced mix of traditional, virtual and self-service interactions
- Higher productivity: Remotely working salespeople can reach four times as many accounts in the same time and up to 50% generate more revenue
- Resource optimization: The field service focuses on top customers, while Inside Sales weaker segments intensively over the telephone coached
According to a study by the Ruhr University Bochum, B2B sales in particular will be significantly more digital and therefore more efficient in the medium term. Experts predict that hybrid sales models will be the dominant sales strategy by 2024.
With tools such as Bliro for efficient conversation documentation, hybrid teams can also ensure that all customer information flows seamlessly between the various sales channels - a decisive factor for success in hybrid sales.
How to build a hybrid sales team
Building an effective hybrid sales team requires clear structures and a well-thought-out strategy. The right combination of personal contact and digital efficiency is crucial for a successful B2B sales strategy.
Distribution of roles: field service vs. inside sales
The field service focuses on personal customer loyalty, comprehensive product knowledge and negotiation security. He travels to the customer and creates trust through local presence. Inside sales employees, on the other hand, operate from a central location and communicate via telephone, e-mail or video conferences. Their strength lies in their high number of hits: While a sales representative can effectively serve a maximum of 100 customers, an Inside Sales employee is able to actively process up to 300-450 customers.
Customer segmentation and responsibilities
Strategic customer segmentation forms the basis of the hybrid sales model. In the classic ABC model the sales force serves the top-selling A customers, while the Inside Sales takes over the B and C customers. This provides comprehensive support for all customer segments. Clear responsibilities are essential here: Inside Sales is primarily responsible for the sustainable growth of its assigned customer group.
Collaboration between marketing and sales
In hybrid distribution, the merge beweteen marketing and sales are increasing. Both areas assume joint responsibility for sales and work closely to focus on customers. A regular exchange of information is crucial - all team members must have access to a common, carefully maintained database. Bliro can provide valuable services here as a tool for meeting documentation by ensuring that all customer information flows seamlessly between teams and that to-do's can be automatically transferred within the team.
Example structure for a hybrid team
A successful hybrid team is based on common goals - typically revenue or contribution margin. Both sales channels are committed to the same goal, which increases acceptance and promotes team-oriented work. Regular exchange between inside sales and field sales is essential, as is the participation of inside sales team meetings. Important: Inside Sales is not an administrative service provider for field sales, but an equal partner with its own sales responsibility.
Tools and technologies for hybrid sales teams
The right technology equipment is the key to the success of a hybrid sales team. Modern tools not only enable efficient work, but also seamless transitions between different sales channels.
CRM systems and data centralization
A central CRM system forms the backbone of every hybrid sales strategy. It stores all customer information in one place and makes it accessible to all team members. Integration with other sales tools enables complete tracking of customer interactions and precise evaluations. Particularly important: The connection with tools for Conversation documentation ensures complete documentation of all customer contacts.
Video conferencing and collaboration tools
Tools such as Microsoft Teams, Zoom, or Google Meet have established themselves as standard. These tools not only offer video capabilities, but also screen sharing, chat, and whiteboarding features for interactive presentations. These tools have become widely used as a result of the pandemic and are now part of the standard repertoire.
Bliro as a tool for documenting conversations
Bliro automates the time-consuming documentation of customer calls and creates sales staff around 8 hours more time for value-adding activities. The tool summarizes conversations in a GDPR-compliant manner, without a visible bot or consent requirement. Remarkable: Companies report 22% higher closing rates and 10% larger deals as a result of consistent use. Bliro can be seamlessly connected to common CRM systems and works both for virtual meetings and on-site appointments.
Social selling platforms such as LinkedIn
Social selling is an essential part of modern B2B sales strategies. LinkedIn has established itself as a central platform, particularly in the B2B sector. With LinkedIn Sales Navigator, salespeople can specifically identify potential customers, connect with them, and share relevant content. Advanced search filters and personalized InMail messages enable addressing targeted decision makers.
Automate follow-ups and lead maintenance
Automating post-works saves valuable time and prevents potential customers from being forgotten. Tools like Salesflare make it possible to automatically send Follow-up emails based on customer behavior. Particularly effective: Scheduling tools such as Calendly, which eliminate the time-consuming back and forth when making appointments. Sophisticated automation has been shown to increase conversion rates by up to 49%.
Leadership strategies for sustainable sales success
Successful leaders in hybrid sales understand that sustainable results go beyond processes and structures - they require a new way of managing people.
Managing hybrid teams: Trust and control
At a time when sales people are switching between home office and office, managers are becoming a decisive point of reference and value compass. Traditional control mechanisms are no longer effective. Instead, sales managers must balance trust and transparent communication. Web-based task management systems can help, but there is still a risk that too much visibility is perceived as control.
Fostering digital skills
Research shows that 95% of all product searches start on the Internet. As a result, promoting digital skills is essential. Modern sales management means specifically training employees in tools such as Bliro, which allows them to document customer conversations more efficiently. The focus should be on the personal development aspect, as motivation primarily comes from the desire for self-improvement.
Target agreements and performance measurement
Management by Objectives has established itself in sales, but simply announcing targets not off. In fact, experts recommend a mixed system of Balanced Scorecard and OKRs (Objectives and Key Results). It is crucial that both overarching sales goals and individual employee goals are clearly defined. Regular interim goals and monitoring dates should also be set.
Feedback culture and continuous learning
An open feedback culture is particularly essential in hybrid environments, as physical distance can lead to communication gaps. Bliro supports this by automatically documenting customer conversations, which provides an objective basis for constructive feedback. Ideally, feedback is not only provided during annual meetings, but is also understood as a continuous process. Sales managers should also offer personalized training solutions that build on individual strengths.
Conclusion
The development of a hybrid sales model is undoubtedly more than just a temporary trend. In fact, the data clearly shows that, through the clever combination of field service and inside sales, hybrid teams can reach up to 50% more revenue. In addition, this approach enables significantly wider market coverage, as B and C customers can now also receive intensive support.
However, the successful implementation of a hybrid sales model depends on several key factors. First, your team needs a clear division of roles between field service and inside sales. Second, you must strategically segment your customers to make optimal use of resources. In addition, seamless collaboration between marketing and sales is essential for a customer-focused experience.
The right technological tools are particularly important for your success. A central CRM system provides the foundation, while video conferencing tools enable digital communication. Tools such as Bliro for automated conversation documentation play a decisive role in this - they not only save valuable time, but also ensure that no important customer information is lost. As a result, your team can spend around eight more hours a week on value-adding activities and significantly increase completion rates.
However, managers are faced with the challenge of finding a new balance between trust and transparency. The promotion of digital skills, clear target agreements and an open feedback culture are therefore essential elements of a successful management strategy in hybrid sales
Regardless of whether you're just starting to build a hybrid team or want to optimize your existing model, the key to success lies in intelligently linking personal and digital touchpoints, supported by the right tools such as Bliro. With this approach, you and your team are well prepared to meet changing customer expectations and sustainably increase your sales success.
