Sales in the intermediary market has always demanded adaptability, but the past few years have accelerated its evolution like never before. The pandemic forced a rapid pivot to digital engagement, and while in-person meetings have returned, the hybrid model is here to stay. For firms selling into IFAs, wealth managers, and other intermediaries, the most successful sales strategies now blend face-to-face connection with the efficiency of digital tools.

At Fram Search, as intermediary sales recruiters, we’ve seen this shift play out firsthand. The demand for hybrid sales talent—professionals who are as comfortable on a video call as they are at a client’s office—has become a defining trend in our recruitment work. Firms seeking to capture opportunities in a recovering market must embrace this change, ensuring their teams are equipped to thrive in a world where field and digital sales coexist.

Video meetings and telephone sales teams, once seen as temporary measures, have become permanent fixtures in the intermediary sales landscape. Video calls offer convenience and efficiency, allowing sales professionals to cover more ground in less time. For firms with regional or international clients, digital engagement has made it easier to maintain regular contact without the need for constant travel.

This shift hasn’t diminished the importance of personal connection; rather, it has expanded the ways in which relationships are built and maintained. The best hybrid sales professionals know how to make an impact through a screen, combining technical proficiency with strong interpersonal skills to create meaningful interactions, even in a digital format.

Telephone teams, too, have taken on a more prominent role. As the first point of contact for many clients, they set the tone for the relationship and play a critical role in lead generation and nurturing. Firms that invest in the development of their telephone sales teams are reaping the benefits, ensuring they have a strong foundation for client engagement.

Despite the rise of digital tools, the value of face-to-face interaction remains irreplaceable. Post-pandemic, in-person client events and educational programs have surged in importance. These gatherings offer opportunities for deeper engagement, allowing sales professionals to demonstrate expertise, build trust, and foster loyalty in a way that digital tools can’t fully replicate.

For firms, these events are also an opportunity to differentiate themselves in a crowded market. They showcase thought leadership, provide value beyond products, and strengthen the relationships that drive long-term growth. The best field sales professionals understand how to leverage these events, using them not only to connect with clients but also to gather insights that inform future strategies.

In 2025, the most successful sales teams will be those that blend field and digital expertise. The hybrid sales professional is a versatile individual, equally adept at delivering a polished pitch on a video call as they are building rapport over coffee at an event. These professionals are not just reactive; they are strategic, using data and insights to tailor their approach to each client’s preferences.

Strong hybrid sales professionals excel at relationship building, combining technical skills with deep product knowledge and a consultative mindset. They work closely with marketing teams to ensure their efforts are supported by high-quality materials and campaigns that amplify their message.

This collaboration is particularly important in a hybrid model, where digital touchpoints often serve as the starting point for client engagement.

For sales directors, the challenge is clear: building a team that thrives in a hybrid environment requires careful planning and a clear understanding of the skills needed for success. At Fram Search, we specialise in finding intermediary sales talent who can excel in this dynamic landscape. Our expertise spans field sales, telephone sales, and hybrid roles, ensuring we can identify candidates who align with your strategic goals.

We’ve seen how firms that invest in the right talent are better positioned to capture growth opportunities, adapt to market changes, and maintain strong client relationships. Whether you’re looking to strengthen your field sales team, enhance your telephone sales function, or find individuals who bring a hybrid approach, we can help.

As the intermediary sales landscape continues to evolve, firms must embrace the blend of field and digital strategies that define modern success. This isn’t about choosing one over the other; it’s about integrating both seamlessly to meet clients where they are. By investing in hybrid talent, leveraging video and telephone tools, and capitalising on the resurgence of in-person events, firms can build sales teams that thrive in 2025 and beyond.

At Fram Search, we pride ourselves on being trusted intermediary sales recruiters, helping asset managers, DFMs, and VC GPs build high-performing sales teams. If your firm is ready to adapt to the new reality of hybrid sales, contact us today. Together, we can help you secure the talent you need to succeed in this dynamic and competitive market.