Should your next sales hire be a “Tweener”?

Continuing the hot topic of Sales 2.0, I had a wonderful conversation today with Sales 2.0 author and expert Anneke Seley, CEO of Bay-area sales consultancy PhoneWorks. Anneke is well-versed in the shift in technique and approach that is disrupting the business development profession.

Checking Anneke’s blog uncovers a interesting interview with a sales vice president Bill Lohr who describes the new “hybrid” sales role he employs at his software services company he calls a “Tweener”: 50% inside and 50% field.

So, the logic goes, opportunities under $500k are managed with clients via phone and Webex, and more complex deals are handled in person — with the same account exec.

Seems to make sense, and it works well for Mr. Lohr. But what would widespread adoption of this new model mean for the profession?

For one, it requires a new sales personality profile. I can’t see many of the attention-deficient outside sales guys I know sitting behind a desk half the time, and I have trouble envisioning an inside rep with all the skills necessary to close larger deals. These are, in general, two different people.

However if technology and customer demands are indeed colliding, business development professionals must adapt. Like they always have. They could even gain real benefits. Half the travel? A great start. A little deal variety? That’s a plus. 

The economy’s troubles are forcing companies to find new ways of buying and selling. The most important thing for sales professionals to do today is to remain relevant to their customers and employers in an increasingly networked and information-rich marketplace.