The future of the field sales representative profession

The advent of digital technology has breathed new life into the sales universe over the last twenty years. In this new era, the role of the salesperson has been completely transformed, with many sectors betting on inside sales forces to drive their business development. Today, 60% of the sales force works inside.

However, the predicted demise of the field salesperson is by no means a reality; quite the contrary, as there have never been as many field salespeople as there are today. The truth is that physical business relationships remain a necessity in many industries.

In which scenarios is sales more than just a 100% digital relationship?

Sales cannot always be reduced to a 100% digital relationship, and many sectors or types of products require in-person sales. Sidely provides an overview of these industries for you.

Your products are complex

Complex goods or services such as industrial equipment, vehicles, or customized software solutions often require in-person demonstrations and detailed consultations to ensure they meet customer needs.

In addition to complexity, certain products - often high-end - like haute couture clothing, luxury jewelry, or furniture, may require the customer to see, touch, or try them on before purchasing.

You operate in a confidential market

Transactions involving large sums or specific agreements, such as those in the real estate sector or high-level commercial contracts, often require personalized negotiations. These interactions benefit from in-person meetings, which are essential for building trust and ironing out details.

Similarly, transactions requiring a high level of confidentiality and security, such as certain banking or legal operations, are better managed face-to-face to minimize security risks associated with online data.

Your clients/distributors need in-person visits

In many sectors, particularly those where your clients or distributors deal with numerous suppliers, regular in-person visits to maintain the commercial relationship are essential.

In addition to strengthening the relationship, these visits are the perfect opportunity for up-selling, cross-selling, and presenting your latest products. It is also the best way to keep your finger on the pulse of your industry and conduct competitor intelligence.

Furthermore, in certain sectors like healthcare, insurance, or financial services, trust and credibility play a crucial role. Clients often prefer to meet their providers in person to discuss sensitive matters.

Your business requires field monitoring

Whether in Food & Beverage, Wines and Spirits, Cosmetics, or Paramedic care, it is vital to have visibility of your operations in the field and your retail exposure (supermarkets, specialized stores, HoReCa, or others). A physical presence of your teams is therefore essential as often as possible to collect accurate field data and make the right decisions in real time.

You have adopted the tools that allow your teams to be effective in the field

For many companies employing both field salespeople and inside salespeople, the digital strategy implemented is often the same.

This is a major mistake, yet it has an explanation. While digital tools have boosted the productivity of inside sales reps, they have made very little inroad into the field.

When on the move, your employees need tools tailored to their daily lives. They need software developed for mobile devices, access to documents to share with their clients online or offline, and solutions that minimize the friction caused by administrative tasks (visit reports, expense claims, etc.).

In which scenarios is physical sales an advantage?

Hiring inside salespeople does not prevent them from traveling to meetings.

An inside sales representative is distinguished from a field sales representative by their prospecting method. An inside sales representative prospects primarily by phone or email from the company, whereas a field sales representative develops and retains their client portfolio through physical meetings.

You work with qualified prospects

On average, a field salesperson's conversion rate in a company is twice that of an inside salesperson. Besides the psychological aspect tied to human interaction, this success rate is also due to the fact that field sales reps target identified and better-qualified prospects, for whom an interest already exists. Traveling and meeting, though more costly, are therefore necessary to 'close' the prospect before your competitors do.

Ultimately, the return on investment will be positive.

You work with key accounts

While inside sales allows for a higher volume of sales activities, building a quality relationship between two parties is best facilitated by physical meetings. For complex issues and long sales cycles, decision-makers are always more likely to trust representatives with whom a human connection has been established.

Inside sales will therefore be preferred for simple, purely transactional sales, whereas field sales will foster a more sustainable, long-term relationship.

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A hybrid approach between headquarters and the field: the most effective way to make the most of your market?

A mix of an inside sales force to clear the ground and qualify leads into prospects, and a field sales force to close deals and secure the commercial relationship is often seen as the most suitable solution.

This approach offers several advantages:

• Deep understanding of the local market: Field teams gather valuable information on local specificities and consumer preferences, enabling headquarters to make decisions aligned with field realities.

• Increased responsiveness: Local teams, close to their clients, can react quickly to demands, supported by headquarters which facilitates the implementation of solutions on a large scale.

• Resource optimization: Headquarters focuses on strategy development and resource management, while field teams adapt and apply these strategies locally.

• Driving innovation: Interaction between headquarters and the field encourages innovation, with fresh ideas emerging from the ground that headquarters can help develop and deploy.

• Balance between consistency and personalization: Headquarters ensures brand and strategic consistency across different markets, while field teams personalize the approach according to local needs.

• Talent development: This method promotes targeted skill building, offering training and promotion opportunities, particularly from the field to headquarters positions, enriching the company with their direct experience.

For this approach to be successful, maintaining regular and effective communication between headquarters and field teams is crucial. It is important that roles do not compete, but rather cooperate intelligently.

To do this, implementing the right tools is critical. For example, a good CRM will provide a collaborative tool for your employees and offer clarity and continuity in your client/prospect database so you never miss another sales opportunity.

However, not all systems are created equal. The majority of CRMs were designed for sales management rather than the end-user, often resulting in insufficient CRM usage rates by salespeople, leading to incomplete or even unusable data.

Moreover, many of these tools do not offer a mobile version, or offer only a degraded mobile version of the tool.

To ensure your field sales reps are in the best position to succeed and guarantee a strong return on investment, opt for hybrid solutions tailored to your business activity and the roles of your salespeople.

Career trends for field sales representatives

Traveling sales reps, or field sales representatives, play a specific role and will continue to be essential in many sectors, even in the digital age.

The field sales rep: from seller to consultant

Just two decades ago, in the vast majority of cases, the sales process was the realization of a relationship of trust built between two parties through regular visits, shared meals, and tips.

The introduction of the Internet into our professional daily lives opened up a very new spectrum in the buyer/seller relationship, giving the buyer the ability to gain a much better understanding of their needs and what is available on the market.

This new convenience in information access drastically changed the relationship between buyer and seller. Since buyers can now make more informed choices, they now expect advice and expertise from the salesperson to meet their needs.

The field remains a necessity in many cases

While inside sales has erupted in recent years, field presence remains mandatory in many industries, where a physical presence remains a major key success factor for companies and the primary condition for staying competitive.

A hybrid approach to the sales profession

What if the salesperson of tomorrow were both an inside and an outside rep?

Today, even for traveling sales reps, a hybrid approach that combines virtual and in-person meetings is increasingly common. This strategy makes it possible to cover more territory while keeping costs down, in response to the changing expectations of clients who are increasingly comfortable with digital interactions.

How has remote selling affected the field sales rep? Remote selling has transformed the field sales rep by reducing the need for in-person visits and increasing the use of virtual meetings. This has allowed sales reps to cover a wider territory with less travel, while maintaining meaningful interactions with clients through videoconferencing.

Adoption of tailored digital tools

Although the traditional role of a field sales rep involves face-to-face interactions, using digital tools is becoming vital. Traveling sales reps increasingly use mobile CRMs, appointment scheduling apps, and performance tracking tools to improve efficiency in the field.

How is technology transforming field sales representatives? Technology is transforming field sales representatives by integrating digital tools that improve efficiency and accuracy. Modern CRMs make it possible to track client interactions and analyze data to optimize sales strategies. Additionally, mobile apps facilitate route management and real-time communication with headquarters.

Continuous training

Since the end of lockdowns, a trend has been emerging on the employer side, marking a new phase in the working world. Companies are stepping up investments in continuous training for sales teams, including traveling sales reps. This training aims to hone communication, negotiation, and customer relationship management skills to boost sales performance and better meet client expectations. This clearly illustrates the changing expectations of customers, whether B2B or B2C, who now look for more than just a seller: they want a trusted advisor, an expert capable of facilitating their purchasing process.