What Is a Hybrid Sales Model? (And How To Create One)

By Indeed Editorial Team

Published April 2, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Sales teams implement a variety of strategies to generate quality sales leads and complete sales transactions. A hybrid sales model can help sales representatives benefit from digital and in-person sales tools to enhance customer satisfaction and increase revenue for the company. Learning more about this technique can help you develop an effective model for you and your sales team. In this article, we discuss what the hybrid sales model is, analyze why it's important, list steps you can follow to create your own model and include helpful tips.

What is the hybrid sales model?

A hybrid sales model combines digital and in-person sales techniques to contact potential and existing customers. This can help sales professionals reach customers who prefer digital interactions to learn more about a company and its products or services. This model often relies on customers contacting a company through digital means and company sales professionals returning the customer's inquiry through digital channels, over the phone or in person.

Related: What Are Sales Channels? A Definitive Guide

Why is the hybrid sales model important?

There are many reasons why creating a hybrid sales model is important for a company and its sales team. Using a hybrid sales model can:

  • Increase a company's consumer base

  • Reduce its overhead expenses

  • Improve its quality of service

  • Enhance a company's brand and reputation

Related: What Is a Hybrid Team? Definition, Advantages and Challenges

How to create a hybrid sales model

Learning how to create a hybrid sales model can help you develop a strategy that works for your sales style. Here are some steps you can follow to help you create your hybrid sales model:

1. Develop omnichannel experiences

Creating a sales strategy that provides the same type of experience to shoppers, regardless of what platform or method they use to complete a purchase, can improve customer satisfaction. Many customer experiences start virtually with interactions on the company website or by reviewing product reviews online. Customers then typically initiate other phases of the sales process by requesting a quote or more information, which often involves speaking with a sales representative over the phone or in person. Using different types of channels together can help provide a cohesive experience for customers that can improve customer satisfaction and encourage sales.

To help develop an effective omnichannel experience, you can review customer feedback and view your current sales strategy through the lens of a potential customer. Analyzing other company sales strategies can also help you learn how to create a customer-centric method. Modifying your current sales approach to focus more on the customer's experience versus the sale itself can also help you develop strong customer relationships and improve your sales performance.

2. Encourage hybrid sales interactions

Encouraging your sales team to visit potential customers in person and use digital sales prospecting methods can help improve sales performance. Using digital tools, such as customer relationship management (CRM) software or video conferencing in conjunction with occasional in-person visits, can help sales professionals allocate their time effectively and improve productivity. Some tools can also help guide sales professionals with recommendations about what to accomplish next, which can be helpful for new sales professionals.

Some ways to encourage hybrid sales interactions include adding more structure to sales calendars and timelines. Developing standard sales strategies that rely on these types of interactions can also help sales professionals transition from in-person sales strategies to a more hybrid model. Converting sales operations and management duties to use a digital format can also help professionals on the sales team adopt virtual sales interactions.

Related: A Guide to the Challenger Sales Model and How It Works

3. Enhance internal sales capabilities

Expanding internal sales capabilities can also help sales teams manage customer accounts and service a variety of customer transactions faster. This can improve the internal sales team's productivity, which can provide extra time throughout the day that these professionals can allocate to other sales tasks. Developing your internal sales team can also help you as a manager assign tasks to more individuals, which can improve the team's ability to manage the company's customer accounts.

Some ways to enhance and expand your team's internal sales capabilities are by gradually introducing larger accounts to the internal team. This can help them develop additional skills and sales techniques. Creating training programs for your internal sales team can also help them manage more of the actual sales process, which can improve the company's customer management capabilities.

4. Foster long-term customer relationships

Long-term customer relationships can cause an increase in repeat purchases, an improvement of the company's brand reputation and an increase in sales revenue. Long-term customers can also help a company remain profitable during market or society changes. These types of relationships can also help reduce sales-related expenses because sourcing new sales prospects and onboarding new customers costs more than maintaining customer relationships.

There are many ways you can change your sales team's focus from closing sales to managing long-term relationships. Some ways to change this focus include:

  • Reducing new sales incentives

  • Providing incentives for customer satisfaction

  • Adding relationship management responsibilities to each team member's daily tasks

  • Analyzing customer feedback and satisfaction surveys for improvement opportunities

  • Maintaining sales representative accountability

5. Combine marketing and sales operations

For mid to large-sized companies, it might be helpful to combine marketing and sales operations. This can help reduce expenses from having individual departments and can help professionals expand their skill sets. Using the same metrics and digital tools can help your team integrate sales and marketing responsibilities efficiently.

This can also provide you with the opportunity to review performance reports from one system, which can lead to a more insightful analysis of these reports. For example, you might have your sales team ask customers about how they discovered the company and its products. This can help you develop more effective marketing campaigns for the organization.

6. Analyze buyer trends

Investing in buyer data by using data collection technologies and key performance indicators (KPIs) can help you identify consumer trends. These insights can provide you with direction to enhance hybrid sales strategies to appeal to larger audiences and improve sales. Analyzing certain aspects of buyer trends can help you discover more about your client base and find indicators of potential sales, which can help your sales team contact customers at the right time. Some indicators to analyze include:

  • Number of recent site visits

  • Frequency of site visits

  • Type of digital content reviewed

  • Engagement with the sales team

Related: Consumer Decision Journey: What It Is and How To Use It

Tips for creating a hybrid sales model

Here are some tips to consider when developing your hybrid sales model for yourself or your team:

  • Establish hybrid sales policies. These types of policies can prevent confusion and encourage your sales team to integrate these policies into their sales strategies.

  • Determine key performance metrics. Metrics can help you develop your team by giving you the ability to identify improvement opportunities in your team's current sales methods.

  • Focus on customer-centric strategies. These strategies can help improve customer satisfaction and increase sales.

  • Remain flexible and adaptable to market changes. Remaining flexible with hybrid sales models can help you adjust sales policies to meet market changes.

  • Invest in training. Training can help you and your team learn about digital sales tools and can help develop valuable skill sets.

Explore more articles

  • What Is Fulfillment? And When To Use a Fulfillment Center
  • Q&A: What Is Accrued Revenue?
  • How To Create a Pareto Analysis Graph
  • What Is Agile Marketing?
  • What Is Net Operating Income?
  • What Is a Display Ad?
  • 10 Expert Cross-Selling Tips for Sales Professionals
  • What is a Comptroller?
  • How To Close More Deals
  • What Is CPU? (Plus Elements and Key Functions)
  • What Are Art Elements? A Definitive Guide
  • How To Write a Letter to the Editor in 8 Steps