In today’s fast-paced market, sales teams need to adapt to meet customers where they are, across a variety of platforms and touchpoints. Omnichannel sales, which integrate different channels like in-person, online, and mobile interactions, provide a seamless experience for customers. For sales professionals, this means embracing a new approach to selling—one that requires collaboration, co-selling, and continuous communication across channels.

We explore how sales teams can thrive in an omnichannel environment, drive customer engagement, and deliver strong results.

Understanding the Role of Sales in Omnichannel

Omnichannel sales aren’t just about being present on multiple platforms—it’s about creating a unified experience for the customer. Whether a customer walks into a store, engages with your team via email, or shops on your website, they expect the same level of service and consistency.

For sales teams, this means coordinating with marketing, customer service, and other departments to ensure the message is clear and consistent across all touchpoints. By aligning with these teams, you can:

• Enhance the customer journey by offering seamless transitions from one channel to another
• Provide personalised interactions based on customer data from all channels
• Improve sales conversion rates by being proactive and available wherever customers engage

Co-Selling in an Omnichannel Environment

A key component of succeeding in omnichannel sales is effective co-selling. Sales teams can no longer rely on a single channel or individual effort to close deals. Co-selling involves working together—within your team and with other departments—to create a unified customer experience. This means:

• Collaborating with marketing to align messaging across channels
• Working with customer service to ensure follow-ups are consistent and timely
• Partnering with technology teams to integrate CRM and data systems that help track and personalise interactions across platforms

For example, a customer might first interact with a social media ad, then move on to your website to learn more about your product. At this stage, your sales team must be ready to engage with tailored messaging and follow-up through email or phone, depending on the customer’s preferences. This kind of team effort ensures the customer receives a seamless experience, which builds trust and increases the likelihood of a sale.

Empowering Sales Teams with Data and Technology

To effectively co-sell and manage omnichannel sales, salespeople need access to the right data and tools. Customer relationship management (CRM) systems are key to tracking interactions across channels. Having visibility into where a customer has engaged with your brand—whether through social media, email, or in person—enables your team to provide more targeted and relevant outreach.

In addition, automation tools can help streamline follow-ups and lead nurturing across channels. This frees up sales teams to focus on high-value activities, like personalising communication and building relationships. The key is to use these tools to support, not replace, the human touch that makes the difference in closing deals.

Training and Skills Development for Omnichannel Success

As omnichannel strategies become essential, sales teams need to develop the skills required to succeed in this environment. This includes:

• Understanding different platforms and how customers interact with each one
• Developing flexibility to switch between channels and respond quickly to customer needs
• Collaborating effectively with other teams to ensure a consistent message across platforms

Training your salespeople to be comfortable in an omnichannel environment is critical. They need to know how to pivot from a phone call to a live chat or respond to a social media inquiry, all while maintaining a consistent brand voice. Sales teams that can navigate these varied channels with ease will build stronger customer relationships and close more deals.

Continuous Feedback and Optimisation

The omnichannel approach requires continuous improvement. Sales teams should regularly review performance data across different channels to see what’s working and where adjustments are needed. By gathering insights from customer interactions—whether online, in-store, or via mobile—salespeople can refine their techniques, adjust messaging, and find new ways to add value to the customer experience.

Conclusion

For sales teams, thriving in an omnichannel sales environment means working collaboratively, staying flexible, and leveraging technology to provide a seamless customer experience. Co-selling with other teams and departments is crucial for delivering the consistent, personalised interactions that today’s customers expect. By mastering the art of omnichannel sales, your team can increase engagement, build trust, and drive business growth.

At Keith Flanagan Consulting, we help sales teams adapt to the demands of omnichannel selling. From training to system integration, we provide the tools and strategies needed to succeed in this new landscape. Ready to transform your sales approach? Contact us today to learn how we can help your team co-sell and thrive in an omnichannel world.