The new commercial reality is transforming the business models of companies and, consequently, their commercial teams. This is the case of the spirits sector, which is moving towards a hybrid sales model, with the aim of turning increasingly towards the digital customer to evolve from the traditional seller to the hybrid seller.

At least that is what the expert in hybrid sales Sergi Ramo, CEO of groWZ Consultants, who has participated as a speaker in a workshop recently organized by Diageo – one of the main international companies in the manufacture and distribution of alcoholic beverages – assures, for whom the pandemic has accelerated a digitization that had already been announced, a scenario in which all sectors have been forced to reinvent and transform themselves, so that traditional sales faces a new challenge: transforming the mentality and business strategies to adapt to a new era digital and, with this, a new trend emerges: hybrid sales, a sale focused one hundred percent on a customer who will sometimes be face-to-face and other times digital.

The business models of the future

“It is clear that the sales sector is constantly evolving. Sales representatives must adapt to change and must be flexible to reach the different channels used by the new digital client ”, stated Sergi Ramo, relying on data from a study by the consulting firm Deloitte that indicates that in just four years millennials will represent 75% of the global workforce, so everything indicates that we must focus our eyes on this generation involved in digital trends.

In this sense, the new digital customer is someone who interacts at some point in the purchase process with a digital medium. Precisely, in the new digital environment, 57% of the purchase process has been carried out before interacting with a seller. And in this scenario, the salesperson who is able to add value is the one who will be successful. Adapting to this digital transformation and providing that added value will require a new hybrid seller profile, who will know how to combine the value of presence with the opportunity of digitization, explained the expert.

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Hybrid sellers

It should not be forgotten, however, that this transformation towards a hybrid business model does not diminish the importance of the presence of commercial visits. “From now on it will be very important to know how to justify the presence of a commercial team and to be able to define a hybrid contact strategy: The objective is to sell more, so we must generate more commercial activity. Hybridizing the purchase process will allow the optimization of activity, adapting to customer habits, better monitoring of the entire process, quick access to information and more effectiveness in the sale through more frequent and personalized approaches with more guarantees of success ”, assured Sergi Ramo in his presentation.

Presence, therefore, will remain with much more added value, but we must not forget that remote visits are here to stay. The challenge of the hybrid salesperson is to know how to complement these two modalities and they must be able to think about which omnichannel sales strategy to implement in order to focus on both current and potential customers.

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The business models of the future in the spirits sector

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The new reality is transforming the business models of companies and their commercial teams. This is the case of the spirits sector, which is moving towards a hybrid sales model, with the aim of turning increasingly towards the digital customer to evolve towards the hybrid seller.

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Gastronomy Journal