A Changing World

Sales, like the rest of the world, has changed. As cliched as it is, the sales industry has been forced into unprecedented territory at an unprecedented rate. As short as two years ago, the sales world was as it had always been – standard, if not predictable. We always had a meeting – starting with lunch with a prospect and continuing to meet with them throughout the sales process, until invariably, it ended with a handshake in an office board room. But nowadays, those same lively board rooms have been shuttered, offices that were once full of water-cooler chats and ringing phones now run on a skeleton crew. Of course, we all know about the ongoing impact of the COVID-19 pandemic, and as we had to adapt our personal lives to a more isolated world, our industries had to do the same.

That’s not to say that the sales industry was caught totally unprepared – we’ve been emailing and texting for well over a decade now. The emergence and continued use of social media as a marketing and selling tool as well as video chat platforms, has made it an easy transition for the innovators and early adopters but has left the late majority and the laggards with no choice but to join the online world.

It’s no surprise that the forced transition and the upheaval of society as we know it, has resulted in some old-world inefficiencies when it comes to selling. Naturally, we’re unable to drive across town and meet face to face, which leads us to ask – “What now?” That is where Hybrid Selling has stepped up to fill the void.

The Basics

So, what is Hybrid Selling exactly? Like a hybrid engine wants to maximize fuel economy, Hybrid Selling is a method of selling that strives to maximize efficiency for both the buyer and the seller. That’s great and all, but what precisely does that mean for your sales team?

For starters, Hybrid Selling allows for the sales team to increase its geographic reach, meaning that a salesperson in Edmonton, Alberta can reach a client in Regina, Saskatchewan from the comfort and ease of their living room…office. It means that your company saves time and money not having to send salespeople on expensive trips. Furthermore, it enables your company to do more with less - less budget and less time, while aiming to increase the number of sales dollars per employee.

Your Team’s Skills

“But what are the skills that my salespeople need?” As Hybrid Selling revolves around personal selling in an online world, your sales team needs to equip themselves with the necessary online skills. Knowing how to effectively use social media is paramount, starting in the qualifying stage. Interacting with prospects online can help establish rapport with the prospect. Secondly, your sales team needs to be able to send cold emails that actually get responses; use of video embedded in the email produces measurable results. The sales team also needs to be able to build their sales process and workflows into a Customer Relationship Management tool (CRM). In order to maximize efficiency and do more with less – a good CRM and proper use of it will go a long way for your team and their results. Your sales team also needs to be adept in using the phone to start communication! Build trust with the potential buyer! Lastly, your sales team need to know when to run that crucial first meeting on a video platform. Do they know how to set up their lighting and audio? How do they maximize the “Screen Share” function and use it properly?