There is a stark difference between these two sales motions to drive success. Each require a different set of tools to drive outcomes as well as different skills profiles.
With an optimal deployment, one discipline does not replace the other as they serve different customer types with different buying attributes and that require different “selling” investments. Put simply, would you invest the same amount to acquire a $1m deal vs a deal worth $20K? Probably not. Balancing between investing in depth and programmatic to serve different customers will deliver a more favourable ROI.
During and after Covid-19, not much has changed in the sales process other than the medium to engage (excluding market factors). Pre-Covid-19, Field Sales were already “virtual”. A good portion of their engagements with their customers relied on phone and email as customers were traveling and hard to pin down for a 100% face to face engagement. As part of the “New Norm”, Field Sales has had more frequent virtual engagements as customers are not traveling and adopted virtual engagements. However, this adaptation does not mean sales process itself has changed.
Net, Field and Virtual Sales models should be viewed as customer engagement strategies developed to serve your customers.
The change in engagement media does not mean these sales models are merging. The merging of these models only makes sense when all your customers behave in the same way. The best strategy is to ensure these models you deploy match your customer to maximise your growth and ROI potential.
In the New Norm, the terms “Field Sales” and “Virtual/Inside Sales” are out of place and both need a new name to match the world today. Perhaps Deep Sales and Agile Sales better describe these two functions in the New Norm.