As buyer behavior evolves faster than ever, businesses that still rely on a single sales channel are rapidly losing opportunities. HubSpot clearly highlights that modern buyers respond best to multiple communication formats—including Social Media, Video, In-person interactions, and Email—reflecting a more complex buyer journey and increasingly data-driven decision-making process.
This is why in 2025–2026, Multi-Channel Selling is no longer just a competitive advantage—it has become the new standard for high-performing sales teams.
1) Buyers Use More Channels—and Respond Differently to Each One
Buyers today engage across multiple touchpoints, with varying levels of responsiveness by channel:
Meanwhile, Email and Phone have declined in effectiveness compared to previous years.
This means that if your sales team relies only on email or phone outreach, you’re engaging with just a fraction of the buyer journey, not the full picture.
2) Social and Video Are the Most Powerful Conversation Starters
This is why modern sales teams must master Social Selling—not just posting content, but actively engaging, listening, and participating in buyer conversations where decisions begin.
3) Buyers Conduct Extensive Research Before Talking to Sales
Today’s buyers are “super-informed buyers.” By the time they speak with a sales rep, they already have substantial information and expect a seamless, connected experience—without having to repeat the same information across different brand channels.
In simple terms, Multi-Channel Selling is not about having many channels, but about connecting them so buyers feel that “the brand remembers me.”
1) Start with the Real Customer Journey—Not Your Sales Team Structure
Ask critical questions:
Then design a natural sequence of touchpoints, such as:
Social → DM → Email → Video Call → Proposal → Social Follow-up
The flow should feel like guiding the buyer forward, not repeating sales messages across every channel.
2) Use Social as the “Front Door,” and Other Channels to Close the Deal
HubSpot recommends a Social-first prospecting approach for 2025, expanding into other channels afterward.
A high-performing sequence looks like this:
This approach feels natural and consultative, not overly sales-driven.
3) Assign a Clear Role to Each Channel to Avoid Redundancy
When buyers receive the right message, through the right channel, at the right time, conversion rates increase significantly.
4) Use New KPIs to Measure True Multi-Channel Performance
According to HubSpot, modern sales teams should track KPIs such as:
These metrics reveal whether your Multi-Channel strategy is truly effective—or simply creating more complexity.
If your sales team communicates across five channels but stores data in five separate places, they lose visibility into buyer intent.
HubSpot emphasizes the need for a central CRM that unifies data from Social, Email, Video, and Calls—enabling teams to understand:
When every touchpoint is connected, outreach becomes better timed, more relevant, and far more effective.
In 2025–2026, buyers choose their own path. Sales teams must meet them naturally within that path.
The priority now is to:
Businesses that execute Multi-Channel Selling consistently and systematically are emerging as clear winners in a market where buyers have more power than ever before.
Reference : HubSpot. (2025). 2025 State of Sales Report. Retrieved from https://blog.hubspot.com/sales/hubspot-sales-strategy-report
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