As a continuation of our blog about the lasting impact of virtual selling on market dynamics, the sales process, and team selling, I wanted to unpack the effects (and the importance of) on one-to-one sales interactions. 

 The capabilities and skills required to sell virtually are different. Especially for field sellers learning to adapt to a virtual (or hybrid) model of selling. Whether it’s on Zoom, Teams, Webex, or the phone, virtual interactions require a different skill set than face-to-face interactions.

We need to continue to elevate our virtual selling game, because whether we like it or not, virtual selling is here to stay in one form or another. 

I discussed this idea with John Cerqueira, ASLAN Regional Vice President. You can listen to my conversation with him on our sALES with ASLAN podcast episode 96:

Adapting to the Future of Virtual Selling 

The truth is, the virtual world is decidedly more convenient in many ways. Companies are saving money by minimizing or eliminating travel costs. We’re able to expand our geographic reach, bringing in experts or specialists on calls, even if they’re located clear across the country. It allows us to connect with prospects for an initial meeting before spending valuable windshield time traveling to meet with them. We can schedule more meetings, optimize how we spend our valuable time. 

While we may “return to normal” at some point, virtual selling will still hold a place in our sales process, for many of the reasons outlined above. So, what can we do to continually adapt as salespeople?

Focus on Finding Truth

One-on-one sales interactions are less intuitive in a virtual setting. There are new challenges and barriers. As sellers, we need to be able to take our authentic approach to closing sales, and accomplish it virtually. 

John Cerqueira believes the foundation lies in shifting our mindset from “convincing” to simply “finding truth” in our one-on-one sales conversations. What’s the difference? 

Many sellers have a level of pressure, whether self-imposed or from a higher level in the organization. Sellers often get the message that they need to “sell their stuff,” whether the customer really needs it or not. Just close the deal. Sell the fries with the burger. Hit your number. But that’s like trying to fit square pegs into round holes. 

This mentality causes a lot of pressure and stress for sellers. It’s not the right approach. It rarely works in a normal selling environment, and it definitely won’t work virtually. 

The way to sell authentically and effectively is almost completely opposite to that selling philosophy. At ASLAN, we call this Other-Centered® selling. It’s grounded in being passionate about serving the customers that can truly benefit from what we have to offer. The focus is on finding the truth instead of applying pressure. It’s about uncovering the truth about how your customer would benefit from partnering with you; offering your solution when it’s the right fit for both parties. 

It’s a shift from “I need you to buy my stuff,” to “Let’s figure out how to best serve your organization.” That’s the epitome of being Other-Centered. The foundation rests on finding truth in regards to whether or not my solution is best suited to serve my customer. 

These principles apply to sellers across fields, B2B or B2C reps, inside or field sellers, product or service, hardware or software. All of our clients went through the same changes we all did last year. It’s been a shift for everyone. And the way forward – the way to fruitful and mutually beneficial sales interactions or partnerships – is with an Other-Centered approach to virtual sales. 

Turning Heads in a Virtual Selling Environment

Like the rest of the world, we had to make adjustments to our sales process based on the virtual environment we all learned to inhabit. 

Nowadays, it’s even harder to break through the noise and stand out to your prospects and customers. It’s vital that salespeople establish themselves as unique and different, to avoid adding to prospect’s existing Zoom fatigue.

How do we differentiate ourselves, as sales professionals, in the virtual or hybrid world of selling? Let’s look at some tangible techniques for virtual selling success:

Technology

The goal is to establish your personal online brand as a sales rep. It’s critical to convey your personal brand virtually and make sure that technology is helping, not hindering, your sales process. 

There is a minimum standard that is expected of all sales professionals. We want to have the right virtual skills and tools to impress.  

• Bandwidth

(Minimum of 15 MB upload and download speed). Test your speed here. 

• Video Quality

Ensure the quality of your video is clear and crisp. A fuzzy feed or  video lag can detract from the conversation you’re trying to have and the point you’re trying to make. 

If you want to stand out from the crowd of average sellers in the virtual world, you need to use a high definition camera that has 720p (pixels) and 30fps (frames per second). 

• Audio Quality

There are many options that are far superior to simply speaking into your laptop speaker. Depending on your location and amount of background noise, the sound quality can be muffled, filled with feedback, or even inaudible. Better options include AirPods, a bluetooth earpiece, or a headset.  

Capabilities With Virtual Meetings

• Looking at the camera. 

This is a simple but great differentiator that will set you apart and elevate your delivery of virtual meetings – it’s very easy to understand, but very hard to do. Pay attention to this throughout the meeting and make “eye contact” with the camera as much as possible. 

•  Using two screens. 

Most sales reps are probably already doing this, but it’s worth noting how much this will help you when selling and presenting virtually. 

Share one screen with your presentation pulled up, and use the other to display your customers’ faces. Watch for facial cues and body language, watch for when they lean in or look away, watch for when they mute and unmute themselves (this will indicate when they may want to chime in or ask a question). 

• Using polls. 

Polls are a great tool within Zoom (or whichever service you’re using to conduct meetings) to shake things up, impress your audience, keep them engaged and get their feedback. They are quick questions with multiple choice answers for the audience to vote on. You can then share the (anonymous) group results on your screen. 

Why? It shows that little extra effort on your part, it’s something that’s unique and stands out, and it keeps your customers involved. Try this and you’ll see, your audience will literally lean in.

• Using a second camera/ flipchart. 

Most video conferencing platforms have an option to share a second camera. Set up another camera (even your iPhone or iPad with a tripod) somewhere else in your home office. Get some type of flipchart or a whiteboard and have your second camera focused towards it. During your virtual presentation, switch to share your second camera (as your whole screen), and walk over to your flipchart. This movement will grab your participants attention and really get them to engage with you. 

• Toggling between screens. 

Another trick to ratchet up participation is to stop sharing your screen whenever you want to really have a conversation with your group. Simply stop sharing your presentation slides for a few minutes and just connect face-to-face.

•  Play some funky music. 

This is a great icebreaker during virtual meetings. Have some music playing as people come into the virtual meeting room. Ask for suggestions or their recommendations – have them send them in the Chat. If you take a break during your session, have one of the requests playing as everyone comes back in. 

Summing It Up

According to popular opinion, virtual selling will continue to have a place in our sales process. Even as we begin to re-open our doors and engage in-person, we need to continue to hone our ability to sell, whether face-to-face or in a virtual meeting. 

We hope some of our insights have helped you reflect on your own selling practice. 

By focusing on finding the truth, instead of pressuring or convincing customers, and employing some of the techniques above, you will find more success (and fulfillment!) when selling virtually.