Virtual Selling

1. Virtual selling is essential: Adapt or become obsolete

If you fail to rapidly adopt and assimilate omnichannel virtual selling into your business development, sales, and account management processes, you will either become extinct or be replaced by a robot.

Embrace the change. The global pandemic accelerated the adoption of virtual selling, compressing years of digital transformation into months. This shift is irreversible, making virtual selling the new normal. Salespeople must quickly adapt to this reality or risk becoming obsolete.

Develop new skills. Virtual selling requires a unique blend of technological proficiency and emotional intelligence. High-performing virtual sellers are adept at:

• Connecting disparate ideas and data
• Exploring and learning new technologies
• Observing nuanced human behavior
• Sensing and influencing emotions through digital channels

Balance human connection. While technology enables virtual selling, it's crucial to remember that sales is fundamentally about human-to-human interaction. Successful virtual sellers leverage technology to enhance, not replace, personal connections.

2. Blend communication channels for optimal results

Virtual selling is omnichannel communication. It's blending your communication channels along the steps of the sales and account management processes or sequencing channels when prospecting, to give yourself the highest probability of achieving your desired outcome, at the lowest cost.

Understand channel strengths. Each communication channel has unique advantages:

• Video calls: Closest to face-to-face interaction
• Phone calls: Efficient for prospecting and quick check-ins
• Email: Detailed information sharing and follow-ups
• Social media: Building familiarity and trust over time
• Direct messaging: Quick, informal communication

Map channels to sales stages. Strategically blend channels throughout the sales process:

• Prospecting: Phone, email, social media
• Discovery: Video calls, phone calls
• Presentations: Video calls, screen sharing
• Follow-ups: Email, direct messaging
• Account management: Mix of all channels

Be intentional. Analyze which channels work best for different types of interactions and prospects. Continuously refine your approach based on results and feedback.

3. Master video calls to enhance virtual connections

You are always on stage: Stakeholders are observing everything about you, including your appearance, facial expressions and body language, video and audio quality, your backdrop, how you are framed in the video window.

Invest in quality. Create a professional video setup:

• High-quality camera and microphone
• Proper lighting (avoid backlighting)
• Clean, uncluttered background
• Stable internet connection

Optimize your presence. Pay attention to non-verbal communication:

• Maintain eye contact by looking at the camera
• Use appropriate gestures and facial expressions
• Dress professionally
• Frame yourself properly (shoulders and upper chest visible)

Engage effectively. Make video calls interactive and memorable:

• Use visual aids and screen sharing
• Ask questions and encourage participation
• Summarize key points and next steps
• Follow up with a written recap or video message

4. Leverage phone prospecting for efficient outreach

The telephone has always been and will continue to be the most powerful virtual selling tool.

Overcome resistance. Many salespeople avoid phone prospecting due to fear of rejection or belief in its ineffectiveness. However, when done correctly, it remains one of the most efficient ways to reach prospects.

Follow a framework. Use the Five-Step Telephone Prospecting Framework:

1. Attention: Use the prospect's name
2. Identify: State your name and company
3. Reason: Explain why you're calling
4. Because: Give a compelling reason to meet
5. Ask: Request the next step confidently

Handle objections. Prepare for common objections using the Three-Step Telephone Prospecting Objection Turnaround Framework:

1. Ledge: Acknowledge the objection
2. Disrupt: Offer an unexpected response
3. Ask: Request the next step again

5. Email and direct messaging: Craft compelling messages

Message matters. What you say and how you say it carries impact.

Follow email best practices:

• Clear, concise subject lines
• Professional tone and language
• Proper grammar and spelling
• Relevant content tailored to the recipient
• Clear call-to-action

Leverage the Four-Step Email Prospecting Framework:

1. Hook: Grab attention with a compelling subject line and opening
2. Relate: Demonstrate understanding of their situation
3. Bridge: Connect their problem to your solution
4. Ask: Make a clear, actionable request

Use direct messaging strategically:

• Build on existing relationships
• Provide value before asking for anything
• Keep messages short and to the point
• Use a conversational, yet professional tone

6. Harness social media to build familiarity and trust

The more familiar a prospect is with you, the more likely the person will be to engage. Familiarity is virtual selling lubrication. It takes the friction out of virtual communication and makes everything easier.

Develop a consistent presence. Engage on social media platforms regularly:

• Share valuable content (both original and curated)
• Comment on and share others' posts
• Join relevant groups and conversations

Optimize your profiles:

• Professional headshot
• Compelling bio highlighting your expertise
• Relevant keywords for searchability
• Links to your website and other platforms

Build relationships strategically:

• Connect with prospects, customers, and industry influencers
• Monitor for trigger events and buying signals
• Use social insights to personalize your outreach

7. Execute the sales process: Questions and next steps are key

The real secret to effective virtual selling is not a sexy, cool Jedi mind trick. It's something much more boring. It's faithfully executing the sales process.

Master the art of questioning. Use open-ended questions to:

• Uncover needs and pain points
• Understand desired outcomes
• Explore implications of inaction
• Identify decision-making processes

Always secure next steps. At the end of every interaction:

• Summarize key points and agreements
• Propose a specific next action
• Get commitment on timing
• Send a calendar invite immediately after

Maintain momentum. Virtual selling allows for faster pipeline velocity:

• Follow up promptly after each interaction
• Use a mix of channels to stay top-of-mind
• Consistently provide value between formal meetings
• Be proactive in addressing potential roadblocks

Last updated: November 22, 2024