Throughout my time in the B2B sector, I’ve seen sales teams evolve from in-person pitches to video calls and virtual demos. Today, nearly half of UK workers operate remotely at least part of the time, and many prefer an 80:20 split of office vs home working. This hybrid work model offers flexibility but also brings new challenges when it comes to staying connected and maintaining client relationships.
Working in the Hybrid Sales Landscape
A hybrid sales landscape means splitting time between the office, home and client sites. The pandemic proved B2B sales can adapt. However, historically, most sales roles weren’t designed to be remote-friendly, so adapting our team strategy is essential. The hybrid work model offers real benefits, but also means rethinking how we organise territories and meetings. The hybrid approach demands that we stay connected with our people and our customers, even when we aren’t face-to-face.
Managing Remote Workers Effectively
Success with remote and hybrid teams depends on trust, clear communication and focus on outcomes. Micromanagement won’t work – checking who is “online” often matters less than delivering results. Agreeing on clear objectives and assessing the quality of work might need to take priority over hours at a desk. But how can you set these guidelines out in a way that’s accessible to remote workers and efficient for your business?
Set clear goals and expectations. Define targets, deadlines and deliverables. Check in on progress regularly (via weekly calls or similar) so everyone knows where they stand.
Trust and autonomy. Resist the urge to micromanage. When people feel trusted, they take ownership and become more productive.
Frequent communication. Hold regular team video meetings and one-to-ones. Daily huddles can work, but for more self-sufficient teams, as little as a weekly check-in builds camaraderie and maintains focus.
Multiple channels. Use a mix of email, chat and video. Instant messaging can handle urgent queries, while video calls humanise conversations.
Support wellbeing. Recognise that working from home can be isolating. Encourage staff to talk about workload or pressures.
Celebrate success. Publicly acknowledge wins of any size. Celebrating achievements motivates teams and shows appreciation.
Tracking Performance with B2B Sales KPIs
For hybrid teams, identifying the right B2B sales KPIs is crucial. Try to focus on outcomes: qualified leads, conversion rates, average deal size, sales cycle length, and revenue. These metrics show whether reps are closing deals and building pipelines, regardless of location.
Customer retention and satisfaction are also essential KPIs since repeat business drives growth. By tracking deals closed, pipeline value and activity levels, you can see if hybrid work is driving success. It also answers whether you are hitting your sales targets: if not, is the issue lead quality or follow-up?
Maintaining Client Relationships Remotely
Sustaining bonds with clients can be challenging when you’ve only got limited face-to-face time. The personal touch still matters; it just shifts online or to occasional visits. Encourage your team to use video calls for regular catch-ups or product demos, as seeing faces – even remotely – still builds trust.
Creating and sending personalised content (insights, case studies, newsletters) by email or social media also helps you to stay top-of-mind. When possible, try scheduling an occasional lunch or site visit – even an outdoor coffee can make a big impression.
Communication training plays a huge part, too.
An excellent listener on a video call can build rapport almost as well as an in-person meeting. Sales staff should learn to read tone and body language through a screen and respond with empathy. Always follow up a meeting by email summarising action points and next steps, as this can massively reinforce trust, showing that you’re on the ball.
Technology, Culture and Continuous Improvement
A successful hybrid work model depends in equal parts on technology and culture. Make sure your team has the right tools, such as a reliable CRM, standardised video conferencing and collaboration apps, secure laptops, and good internet.
Standardising on familiar platforms (for example, Microsoft Teams or Zoom for meetings, Salesforce or HubSpot for CRM) means everyone is pulling in the same direction, too. It’s important to remember that everyone will have differing levels of computer literacy, too. This means you’ve got to train your team thoroughly on these tools to remove friction. With practice and patience, tech becomes second nature.
Don’t neglect the workplace culture.
Remote teams need a sense of shared identity, and this can be hard when you’re geographically disparate. You can build camaraderie by setting aside time for things like virtual working lunches or team social events to help people get to know each other. It might sound unorthodox, but dedicating a little time and energy to creating these rituals can help your team mesh and create a supportive workplace culture that people want to be a part of.
Looking for Bespoke Support for your Remote B2B Sales Team?
As Interim Marketing Director and consultant with over 25 years of B2B experience, I’ve got deep expertise in boosting business processes and performance, helping companies refine their marketing, sales and operational strategies.
My services range from interim leadership roles to project-based consulting, all aimed at driving measurable growth. If you’re looking to adapt your team to remote or hybrid work models or improve your business processes, I can help. Get in touch for a discussion today, and let’s work together to optimise your operations and achieve your goals.
FAQs
What is a hybrid work model?
A hybrid model means that employees split their time between working from home and working at the office of a client site.
How can I measure my sales team’s performance remotely?
Focus on outcome-based metrics. Typical KPIs might include revenue, sales pipeline growth, conversion rates, and the number of deals closed. You can track these through your CRM or dashboard to keep an eye on progress. It tends to be better to assess productivity by results rather than hours at a desk.
How do I keep a remote or hybrid sales team motivated and engaged?
Ensure frequent communication and clear goals. Regular check-ins, achievement recognition, and a culture of support can all help, too.
Further Reading
- How Simplifying Your Business Processes Can Boost Growth
- Using Non-Executive Directors to Improve Risk Management
- Can A Non-Executive Director Help with Business Expansion?
- Why Competitive Positioning Is Crucial to Your Business