Implement a strict rule for field sales: do not conduct an in-person prospecting visit unless you are almost certain the prospect fits your ideal customer profile (ICP). This forces deep pre-qualification using virtual tools and prevents wasting valuable selling time on poorly matched leads.

Field sales must adopt a hybrid model. Relying solely on virtual channels makes reps easily replaceable and commoditized. Conversely, relying only on in-person meetings leads to being outpaced by more efficient competitors. The strategic blend of both is the only sustainable path to success.

Many field sales teams attribute their 2021-2022 success solely to market factors, ignoring the massive efficiency gains from being forced to use virtual tools. By reverting to pre-pandemic habits of excessive driving, they've abandoned these proven processes and are now underperforming.

Frame in-person prospect visits as a finite resource. By allocating a limited number of 'poker chips' for drop-ins each month, field sales reps are forced to qualify leads more rigorously and use virtual tools for less critical interactions, combatting inefficient territory management.

Remote work eliminates the energy of a traditional sales floor, increasing call reluctance. To combat this, have reps hop into a shared Zoom room to make calls together. This creates a sense of community, allows for peer feedback, and normalizes the 'suffering' of cold calling, making it a shared activity.

Over-reliance on video calls adds unnecessary friction for busy prospects. After an initial meeting, ask clients directly how they prefer quick communications—text, email, or a phone call. Adapting to their workflow builds rapport and accelerates the sales process.

Scrutinize the common sales mantra of protecting "selling time." It's often used as an excuse to avoid crucial but non-transactional activities, like proactive client visits. This "fake productivity" can lead to massive revenue loss that dwarfs any time saved.

To prevent digital engagement from feeling robotic, teams must connect with the real world. Accompanying field reps on visits provides invaluable, direct feedback from HCPs, leading to more human-centric content formats like 30-second videos instead of text-heavy emails.

Sales processes become bloated over time, killing rep productivity. Instead of asking what to add, leaders should constantly ask what can be removed to achieve the same outcome. The best way to identify this friction is to be a rep for a day and experience the workflow firsthand.