Hybrid Selling and the Future of B2B Sales

Sales professionals can't have failed to notice just how much B2B sales has changed over the past four years. New technologies, artificial intelligence, and shifting customer preferences are all rapidly changing the way sales teams do business, and in order to close deals and drive growth into the next decade, sales leaders need to better prepare their teams and revamp their sales strategies.

And with 90% of sales organizations poised to sustain and increase their hybrid sales structures over the coming years, it's essential for B2B sales teams to get ahead of the curve right now.

So to help us get to the bottom of the future of B2B sales - what key trends sales professionals need to stay on top of to keep their sales processes fresh and effective - Leadium recently invited Fred Copestake onto the podcast. Fred is the founder of the sales training consultancy Brindis, as well as the influential author of Selling Through Partnering Skills (2020) and Hybrid Selling (2021). In other words: he's the go-to guy when it comes to the future of B2B sales.

During our discussion, we explored everything from what hybrid selling really means, how buying behaviors are changing, the essential sales skills reps are going to value, and much, much more. So if you want to be proactive as a sales rep or sales leader and prepare yourself for the sales revolution to come, you're in the right place.

A better understanding of hybrid selling

What do you think when we say the words 'hybrid sales process'?

Chances are, you probably imagine a cross between remote selling and in-person meeting - a tech savvy sales rep who spends most of their day behind a screen working with various software. But the truth is, that's only half of it.

Sure, hybrid sales reps need to be familiar with a variety of new technologies and digital channels - in fact, Gartner found that a shocking 33% of buyers prefer a completely 'seller-free sales experience'. But in order to provide that experience, the modern hybrid sales professional also needs to incorporate parts of other specialities (traditionally assigned to other roles) into their sales process.

Fred points out that one thing sales reps have to understand is that 'going hybrid' means bringing in elements of customer success management, parts of account management, and other aspects of separate sales roles in order to build a repertoire applicable to modern customer needs.

So no, hybrid selling isn't all about working from home more; it's about becoming a more rounded sales professional ready to adapt to today's market and flex skills across multiple areas.

The customer journey is changing

Consumers' behavior is changing - and fast. According to one study, 59% of consumers expect more from sales reps than they did just one year ago. And research shows that 87% of people now begin their buyer's journey with an online search.

What such figures demonstrate is that customers are more informed and deliberate than ever before. People are less susceptible to advertising and want to explore their options before making a decision. And with those options growing, it's getting harder and harder for potential customers to separate the wheat from the chaff.

One thing that can help you, the sales team, help them make this separation is through personalization. Traditional sales processes reliant on tired sales pitches and one-size-fits-all solutions just aren't going to cut it in today's competitive marketplace.

There's evidence to support this, too: HubSpot found that 94% of marketing professionals believe that personalization increases sales. So when it comes to customer acquisition (as well as customer retention), it's more vital than ever to provide flexible, personalized buying journey experiences and meaningful interactions than ever before.

Update your sales skillsets

While the explosion of new technology within the sales industry has many sales reps sweating, sales teams have a unique opportunity to gain a competitive advantage by sharpening their essential skills to integrate emerging technologies, relationship building, and data driven decisions.

And this is especially pertinent to hybrid sales teams. Remember what we said about hybrid selling earlier? Well, this is what we mean: modern salespeople need to be proficient in a variety of fields in order to meet more advanced customer needs.

Hybrid sales leaders and sales reps should brush up on:

• Virtual selling
• Opportunity management
• Leadership (of customers through the buying process)
• Value selling (this is so important we've added a section for it below)
• AI-driven CRM and sales organization software

Let's take a look at an example of how managing these skills can help in the modern sales industry: customers today want quick responses. In fact, they're nine times more likely to engage with a sales rep if they respond within five minutes. Okay, five minutes isn't long, but by getting to grips with emerging CRM technologies, that kind of response time becomes fair more achievable.

A combination of these skills is critical. Fred likens many modern sales professionals to a drummer with one drum - you can play, but it won't be very impressive. A great drummer uses an entire drum kit to give a memorable performance. Guess what? It's no different for sales teams.

Trust your sales process

How many times have you heard a salesperson say that they usually 'just wing it'? Too many, probably.

And their sales stats probably aren't that great, either. Sales organizations work round the clock to perfect and provide seamless sales process playbooks for a reason - because they improve efficiency and increase sales.

Today, with so many moving parts (new skills, different channels, remote selling, shifting markets, etc.) it's crucial for sales leaders to provide - and sales reps to use - a watertight sales process.

Understand value selling

Lots of salespeople call themselves value sellers without really understanding what value selling actually is.

Value selling isn't about stuffing the 'value' (i.e., the benefits and features) or your product or service down your prospect's throat. The concept is actually far more fluid.

You have to understand that value is a mystery which depends entirely on the individual customer. What is valuable about your solution to one prospect might not be the same for another, and so on. Great sales teams will figure out what the prospect values over the course of their interactions and adapt their sales strategies accordingly, not simply regurgitate the same sales pitch over and over again.

This is already an important concept, but will become even more relevant in the future. With customer expectations and experience more advanced than they were just a few years ago, uncovering the secret something that makes your solution truly valuable to that particular customer is a more important skill than ever before.

Sales professionals can prepare for the future of sales today

Despite all of the changes at work in the world of B2B sales, sellers don't need to panic: the future of B2B sales is bright, and the opportunities for sales reps to upgrade their skillsets and stay ahead of the competition is greater now than it's ever been.

We talk a lot about 'hybrid selling', but how well do you really understand the concept? It's not just about working from your computer; the term encompasses a new generation of sales reps who need to turn their hands to fundamental skills in key areas in order to close more deals. Likewise, consumer behavior is evolving to favor more personalized, multi-channel experiences.

Sales reps need updated skills and processes to effectively fulfil modern customer needs and stand out in a competitive marketplace. Sales processes and a deeper understanding of the concept of value are all crucial to achieving this.

We've barely scratched the surface of this subject. With the future of sales constantly evolving, you need to stay on top of as many changed and trends as possible. Fred Copestake is the guy to follow. You can reach out to him on LinkedIn or head over to his website for more information.

And, as always, for more expert insight on all things B2B lead generation and sales development, check out the Leadium blog. There, you'll find a ton of useful tips and tricks you can use to boost your business and stay ahead in the modern sales world. Reach out to Leadium for experienced, professional services working round the clock to drive revenue for hundreds of businesses nationwide.