Traditionally dominated by outside sales, where representatives travel to meet clients face-to-face, the industry is now embracing the growing trend of inside sales. Carl Henrik Edfors, Senior Consultant at Compass HRG, elaborates: “Many companies are increasingly focusing on penetrating and increasing the share of wallet with high-potential customers. This also impacts new sales territories, leading to the need to efficiently manage the large number of accounts through the inside sales function.”
This shift is driven by several key factors, each contributing to the increasing prominence of inside sales teams across the sector.
Cost Efficiency: Reaching More Clients at Lower Costs
One of the primary drivers of the move towards inside sales is cost efficiency. In a highly competitive industry like life sciences, where margins can be tight and budgets are closely monitored, the ability to reduce costs without sacrificing reach is invaluable.
Inside sales teams can engage with a larger number of potential clients without the substantial travel expenses associated with outside sales. This not only reduces costs but also allows companies to allocate resources more strategically, focusing on innovation and product development.
For Daniel Haid, Commercial Manager at the life science company, Tecan Nordic, the development of inside sales is a key strategic priority: “At Tecan Nordic the vision for inside sales is to not only handle administrative tasks but being a key component of driving the business and winning market shares.”
Inside sales reps can handle multiple clients in a single day, using digital communication tools to connect with prospects across the country — or even internationally — without leaving their offices.
This scalability is particularly important in Sweden’s life science sector, where companies often serve a global market.
Technology: Bridging the Gap Between Sales Teams and Clients
Advances in communication technology have been pivotal in enabling the rise of inside sales. With the proliferation of high-quality video conferencing tools, CRM systems, and other digital platforms, inside sales representatives can now engage with clients as effectively as if they were meeting in person.
Video calls allow for face-to-face interaction, making it easier to build relationships and trust, while email and instant messaging provide quick and convenient channels for follow-up and support.
Carl Henrik explains: “My personal experience is that customers anticipate a quick response and appreciate a timely reply, either by phone or email. The response time is usually much quicker from an inside sales specialist who is not traveling in the field.”
Moreover, these tools allow inside sales teams to conduct product demonstrations, share detailed presentations, and provide technical support in real-time, bridging the gap between the representative and the client.
This technological capability is essential in the life science industry, where products and services are often complex and require detailed explanations. “This could eventually speed up the sales process and have a positive impact on sales velocity,” says Carl Henrik.
Data-Driven Approaches: Enhancing Precision and Effectiveness
The life science industry thrives on data, and the sales process is no exception. Inside sales teams are increasingly leveraging sophisticated data analytics to enhance their targeting and engagement strategies.
By analyzing customer data, sales reps can identify the most promising leads, tailor their messaging to specific client needs, and time their outreach for maximum impact.
In Sweden’s life science sector, where clients range from academic researchers to large pharmaceutical companies, this data-driven approach allows inside sales teams to be more precise and effective.
Hence, they can focus their efforts on the right prospects, reducing the time spent on unqualified leads and increasing the likelihood of closing deals.
The Continued Importance of Outside Sales: A Hybrid Model Emerges
Despite the growing prominence of inside sales, outside sales still play a crucial role in the Swedish life science industry, particularly when it comes to complex products that require in-person demonstrations or detailed discussions.
For these products, the nuances of face-to-face interaction are often irreplaceable. Clients may need to see a product in action, ask in-depth questions, or discuss customization options — situations where outside sales reps excel.
Recognizing the strengths of both approaches, many companies are adopting a hybrid model, where inside and outside sales teams work together to maximize reach and effectiveness.
Inside sales teams handle the initial outreach, qualification, and nurturing of leads, while outside sales reps step in for critical touchpoints that require a personal presence.
This collaborative approach ensures that clients receive the attention and support they need at every stage of the sales process.
Conclusion: A Balanced Approach for the Future
As the Swedish life science industry continues to evolve, the role of inside sales is set to grow even further. By combining cost efficiency, advanced technology, and data-driven strategies, inside sales teams are becoming indispensable to companies looking to scale their operations and reach new markets.
However, the continued importance of outside sales, particularly for complex products, means that a hybrid model — where both inside and outside sales teams collaborate — will likely become the standard approach.
This balanced strategy allows companies to leverage the strengths of both sales methods, ensuring they can effectively meet the diverse needs of their clients while staying competitive in a rapidly changing industry.
The strategic development within inside sales is also calling out for more qualified employees. As Daniel Haid explains: “Finding maybe less qualified people for the role will limit the development of the inside sales. I see the role of inside sales to become much more advanced containing more challenging assignments — thereby also increasing the requirements and changing the status of the role.”
As inside sales take on a more prominent role, Swedish life science companies are well-positioned to thrive in this new era of sales efficiency and collaboration.
