The sales industry has been characterized by cramped offices, cold-call battles and the walk-and-talk pose. These are all old-fashioned, but still relevant, tropes from a time before covid. Successful business models today don’t depend on office culture, but they still need cultural norms to keep their employees engaged. Gartner says that companies that formalise policies for hybrid working tend to have three categories of explicit norms: those that encourage connections, those that allow flexibility, and those that increase employee visibility.
The same research shows that companies without explicit hybrid norms may increase employee departures by as much as 12%. It is therefore incumbent upon businesses to formalise hybrid working in order to make it successful and, most importantly, to retain their employees. The corporate world is awash with this idea, but nowhere more than in B2B selling.
The evolution of Sales
In general, the evolution towards a hybrid working model was shaped by the need for greater inclusion, flexibility and connection. Research shows that hybrid and remote work models are more sustainable than traditional five-day-a week office schedules. Pipedrive’s State of Sales & Marketing Report 2024 found that 28% of respondents whose employers offer flexible work models stated that their mental health has improved significantly with the availability of flexible working. Flexible and remote work models also have a positive effect on performance and productivity, according to the majority of respondents (77%)
The office-home debate is particularly prevalent among those in sales. The debate over whether to work in an office or at home is rife among those in sales.
Not only those who close deals are in agreement. A McKinsey & Co report recommended that B2B clients look for a variety of channels, convenience and personalisation, including in person interactions, virtual contact by phone or video as well as ecommerce self-service throughout the buying journey. This is a trend that’s marked by a move away from traditional and “inside sales” to a hybrid model that moves with customers. 90% of companies plan to maintain their hybrid model in order to serve B2B clients the way they want.
Bigger doesn’t always mean better
It makes sense that large businesses, who all share the goal of improving efficiency and effectiveness, would focus on areas where they can improve productivity. Although it may be difficult, shrinking project teams will improve their mobility and ability to complete them. This can reduce overheads and make for a happier workforce.
Search for tools that are designed to meet the needs of flexible working environments, whether they’re remote, hybrid or in-office. The right tech platform enhances autonomy and ownership in teams by facilitating virtual public communication, displays of appreciation and virtual public communication. It is possible to integrate with popular productivity tools, perform seamless task-management, deliver insights and real-time reports, and make it easy to do so. This allows teams to focus their efforts on the most important priorities, such as building and nurturing relationships, achieving personal goals, and closing deals.
Futureproofing your sales pipeline
Compatibility with hybrid working has proven to be flexible and scalable, no matter how you work. In an increasingly omnichannel world, the use of multiple channels to reach buyers at different touchpoints is more important than ever. This allows reps to engage with customers in real time and drive deeper engagement.
Sean Evers VP Sales & Partner,
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