Rainmakers
Is Virtual Selling Really Different?
By Dr. Clifford Ferguson
Is Virtual Selling Really Different? Here Are The Facts. In the last couple of years, my inbox has been bombarded with articles about how you need to dramatically change your business development approach in order to sell in a virtual environment. Of course, I always try to meet face-to-face with a prospective client, because the dynamics of a personal meeting are so much richer than a phone call. But that hasn’ t always been possible, and it certainly isn’ t right now for many of you. So, over the last decade, I have concluded dozens of major sales by phone and video.
The Immutable Laws of Business Development
Here’ s my point: While succeeding in both modes- virtual and in-person- I never thought I was doing something differently for one versus the other. The laws of gravity don’ t change whether you are sitting, walking, or running. Similarly, the basic principles that lead to successful business development don’ t change whether you are meeting in person or are on a video conference. Let’ s look at these briefly. Then, however, I will share some small but important tactical changes you should make while building relationships virtually.
So what are those principles or“ laws”? You probably know them, but here’ s a quick recap. Keep in mind the big picture: A client becomes a buyer when an urgent need meets a proven solution in the context of a trusted relationship.
The business development process must accomplish a number of important steps. You need to:
• Gain access, usually based on a pre-existing relationship, a warm introduction, the power of your / your firm’ s brand, or the intrigue of an interesting idea that captures the prospective client’ s interest.
• Build rapport and trust and establish credibility in the area under discussion.
• Uncover the client’ s most important priorities, needs, or goals- their
“ Agenda.”
• Identify / home in on an issue of mutual interest, frame it to define the total problem and total solution, explore the issue and add value, and demonstrate a solution path to solve it.
• Get a next step to advance the relationship and the client’ s understanding of how you can help them solve the challenge. This final step must ultimately be a submitted proposal.
Seven Ways to Improve Your Effectiveness in a Virtual Environment
Does this process change in a virtual environment? No. But how you accomplish these steps- some of your tactics- will change. Here’ s a quick list of some of the adjustments you need to make. They are not huge changes, but they will make a difference in your effectiveness:
More conversations
The laws of gravity don’ t change whether you are sitting, walking, or running. Similarly, the basic principles that lead to successful business development don’ t change whether you are meeting in person or are on a video conference.
You probably didn’ t expect this as number 1... but right now, I believe you actually can and should have MORE first conversations- more“ top of the funnel” interactions- than you can in a pure face-to-face environment. It’ s easier for a client to agree to a 30-minute phone call than it is to agree to a 60-minute personal meeting. And, you have more time for contacting prospects and clients because you don’ t have to drive or fly anywhere.
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