“How you sell matters. What your process is matters. But the medium doesn’t anymore.- Tiffany Bova”
Selling virtually is a challenge for even the best sellers.
You have to change the way you sell and use different technologies to maximize your success. While many of the principles of consultative selling remain the same (i.e., you have to build rapport, uncover needs, inspire with new ideas, build an impact case, etc.), how you go about doing these in a virtual environment is drastically different.
Here are some key tips that’ll help you in mastering the virtual conservative selling method:
Build Rapport: In the pre-COVID times, building rapport with a prospect was fairly easy. But in these unsettling times, it gets tough to build a relationship with a client who is on the other side of the computer screen. There are no inviting customers and prospects out to lunch or to sporting events. You can’t check in prior to the meeting start while pouring coffee or walking the halls. You must be deliberate and proactive in your relationship-building efforts. When selling in a virtual environment, you must consciously create space and time for personal discussion and connection.
Dress to impress: When virtually selling, your appearance and background matter a lot. Don't attend meetings in a t-shirt with a messy background of clothes just lying on your bed. Buyers expect a certain level of professionalism even when you’re working from home. Project confidence and professionalism with a well-curated look for yourself and your background. Take a look at the 5 grooming tips every salesperson should follow.
Plan for Success: You must prepare for your conversations and manage the virtual setting. Make sure your tech is ready to go (video, webcam, audio, a good microphone, bandwidth, office scene, lighting, screens, etc.). Take the lead in your meetings by orchestrating them from start to finish. Prepare visuals. Share an agenda. Plan how you’ll collaborate. Do your research. Follow up immediately with a call summary and next steps.
Mind your eyes: Look at the camera as much as possible to simulate eye contact with your prospect. Turn off self-view in Zoom, so you aren’t tempted to look at yourself, and put the participant window as near as possible to your camera.
Balance Advocacy and Inquiry: One of the biggest mistakes we see sellers make as they transition to virtual selling is presenting too much. It’s easy to fall into this trap as you walk buyers through a prepared PowerPoint deck. Be deliberate in your interactions. Check in often and ask, “How's this going for you? Too much detail? Am I missing anything? How do you think this would work at your organization?” A good rule of thumb is to talk for no more than 6 minutes, then stop and check-in. This is especially important to keep in mind when delivering demos where sellers tend to speak for long chunks of time.
With these five strategies, you’re well on your way to thriving in your new digital sales relationships.
