From Sales Reps to Sales Funnels: Modernising for Growth
For decades, sales in the Home, Gift and Living sector have relied on traditional models, travelling sales reps, trade show orders, and catalogue-driven buying. While these methods still play a role, the retail landscape has changed dramatically. Today, the businesses that grow fastest are those that combine strong B2B relationships with a streamlined, digital-first sales funnel.
The Shift in Buyer Behaviour
Retail buyers and consumers alike now expect a seamless digital experience. Buyers want quick access to product information, instant ordering options, and clear visibility of stock. Consumers, meanwhile, expect direct-to-consumer channels that are intuitive and friction-free.
For businesses still dependent on outdated models, this creates challenges:
Sales reps alone can’t cover the breadth of opportunities available in a digital-first marketplace.
Manual processes create delays, errors, and missed opportunities.
Without data, it’s hard to understand customer behaviour or forecast future demand.
What Modernisation Looks Like
Modernising sales doesn’t mean abandoning human relationships. It means enhancing them with systems and processes that make doing business easier, for both trade buyers and end consumers.
I’ve recently worked with a client to redesign their entire sales process. This included:
Implementing a CRM system to track leads, measure performance, and ensure no opportunity was missed.
Building a trade shop and B2B website, giving buyers a 24/7 ordering platform that reduced reliance on reps while increasing convenience for retailers.
Streamlining the B2C journey to remove friction and improve the consumer experience, leading to higher conversion rates.
The result? Faster response times, better visibility of sales performance, and stronger retail uptake, all achieved without losing the value of personal relationships.
The Role of Change Management
Modernising sales is not just about technology, it’s a change management project. It involves rethinking roles, retraining teams, and embedding new processes into everyday operations. Done well, it transforms how a business engages with both B2B and B2C customers, ensuring long-term growth and resilience.
Takeaway
Moving from a sales-rep-driven model to a funnel-driven model isn’t about replacing people; it’s about future-proofing your business. By modernising your sales approach through a blend of digital tools and relationship-building, you unlock faster growth, stronger retail partnerships, and sustainable revenue.
In today’s market, modernisation isn’t optional, it’s one of the fastest ways to unlock new revenue streams.