The distribution industry has long relied heavily on its sales force as the critical driver of customer relationships and revenue. Traditionally, outside sales reps have been the backbone of this effort, building in-person relationships through frequent visits and face-to-face interactions. However, evolving customer preferences and technological advances have driven significant changes in how distributors design and deploy their sales teams.

 

Embracing Remote Engagement for Wider Reach

As video conferencing and remote communication tools have become more prevalent, many distributors are shifting to more robust inside sales teams. Inside sales reps proactively engage customers via phone, email, and video — differentiating themselves from reactive customer service roles that mainly respond to inbound inquiries.

This shift allows distributors to reach more accounts at a lower cost, while also reducing customer churn when reps transition out of the company. Inside sales teams offer agility and scale, helping distributors stay connected with clients in a digital-first world.

 

Blending Field and Virtual Sales for Key Accounts

To better serve high-value accounts, some distributors are adopting hybrid sales models that assign both inside and outside reps to the same customers. This dual-coverage approach blends the relationship depth of outside reps with the efficiency and flexibility of inside teams.

However, hybrid sales require tight coordination. Without aligned processes, sales reps risk overlapping efforts or missing customer requests, which can harm the client experience. Successful hybrid sales teams build consistent communication rhythms and clear responsibilities to maximize their impact.

Sales Specialization: Hunters and Farmers in Action

Another emerging trend is the hunter-farmer sales model, which separates new business acquisition from account management. Hunter reps focus on landing new customers and expanding markets, while farmer reps nurture long-term relationships and drive repeat business.

While this division can boost efficiency and specialization, it demands smooth handoffs to avoid customer confusion or disengagement. Clear protocols and ongoing communication between hunters and farmers are essential to maintain a seamless customer journey.

 

Meeting Modern Market Challenges with Smarter Sales Models

Distributors face mounting competitive pressures from evolving go-to-market models and advancements in AI-enabled tools. Recent research with distribution leaders highlights optimizing the sales force as a top imperative for thriving in this shifting landscape.

Partnering for a Smarter Sales Future

While industry trends provide valuable guidance, every distributor’s journey is unique. NSA partners with distribution companies to:

· Assess current sales workflows and identify gaps or inefficiencies

· Design sales force structures aligned to business goals, whether inside, outside, hybrid, or hunter-farmer

· Implement technology solutions like Infor CSD and Strategic Edge Solutions such as Proton.AI, Kodaris, Unilog, etc to automate routine tasks and provide real-time data insights

· Facilitate process alignment and training to ensure smooth collaboration across sales teams

By combining deep industry expertise with powerful software tools, NSA helps distributors build future-ready sales forces that drive growth while controlling costs.

—

Ready to optimize your sales team for tomorrow’s distribution challenges?

Contact NSA today for a tailored sales force assessment and roadmap. Contact us at Solutions@nsacom.com to learn more.