Hybrid, in-office or field: which sales organization should you adopt?

Building a High-Performing Sales Organization: Inside Sales or Field Sales?

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You've probably already understood the importance of a well-oiled sales organization. In an environment marked by fierce competition, where markets evolve rapidly and customers are more demanding than ever, structuring your sales team becomes the million-dollar question! To find answers, let’s dive into the challenges of the sales organization.

The Sales Organization: A Strategic Challenge

The sales organization reflects your company's strategy. It will determine:

• How the resources are allocated;
• How the teams are structured;
• How the processes are defined to meet sales targets.

It’s much more than a simple division between those who remain in the office and those who hit the road. Thus, this strategy must be aligned with numerous criteria:

Market Segmentation

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Every market is unique, with its own characteristics and needs. A B2B company selling software solutions won’t take the same approach as a B2C company selling everyday consumer products.

Segmenting allows you to adapt your offer and communication to each group of customers. It’s as if you were speaking directly to each one, knowing their needs and expectations. This makes your approach more personal, more relevant, and ultimately, more effective.👥

To do this effectively, you must set segmentation criteria which can be:

• Demographic (age, gender, family situation, etc.);
• Geographic;
• Psychographic (lifestyle, values, etc.);
• Behavioral (brand loyalty, product usage, etc.).

The Sales Cycle

The sales cycle is the time that elapses between the first contact with a prospect and the closing of a sale. A short cycle, as seen with everyday consumer products, might favor an inside sales approach leading to a quick sale ⏩.

Conversely, a long cycle, such as for expensive industrial equipment, will often require in-person meetings, demonstrations, and close follow-up, hence the importance of field sales.

The Nature of the Product

Some products require an in-person demonstration to be fully appreciated, such as complex technological solutions. Others can be easily explained and sold remotely, like standardized software.

Competition and Positioning

If you operate in a highly competitive market, a field approach could allow you to stand out by offering a personalized customer experience. If you are positioned as a market leader, an inside sales approach might suffice, as your reputation often precedes the sale.

Budget and Resources

The sales organization must also consider the resources available. A field team involves additional costs (travel, accommodations, etc.), but can justify a higher ROI in certain industries 🏭. Conversely, an inside team may allow you to reach a larger volume of prospects at a lower cost.

Inside Sales: The Art of Remote Selling

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The inside salesperson is generally the first point of contact in the customer journey. Their role is therefore crucial in lead qualification and account management.

Their Tools

The telephone remains a central tool, allowing for direct contact with the customer. This voice interaction is often complemented by emails, which are essential for conveying detailed information, proposals, or confirmations.

However, videoconferencing platforms are increasingly important, offering a visual dimension to interactions and thereby strengthening the closeness with the customer.

Their Key Skills

Active listening is paramount. In the absence of visual contact, the inside salesperson must decipher the customer’s needs and hesitations through their voice and words. This skill is even more effective when combined with mastery of CRM tools, which allow for rigorous tracking of interactions. Finally, the ability to summarize information is essential to communicate effectively in a short amount of time.

Their Advantages

Responsiveness is one of the main strengths of the inside salesperson. Without the need to travel, they can quickly respond to customer requests. This responsiveness, combined with the flexibility of the tools at their disposal, enables them to manage a high volume of customers or prospects in a single day. Maintaining a trustful relationship despite the distance is not easy; that is their main challenge.

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📍 Tip: To maximize the efficiency of an inside sales team, it is recommended to invest in continuous training, both in remote sales techniques and in the use of digital tools. This is where Alto comes into play!

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Make your teams invincible and boost their performance! With Alto, help them master the essential knowledge through:

• Gamified training programs: create your programs in just a few minutes, making learning more engaging.
• The integration with your favorite tools: use Alto or your internal tools. Everything is designed to seamlessly integrate with your ecosystem.
• Notifications and follow-ups: ensure that your teams stay on track. Notify and follow up with them at any time to maintain their engagement.

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