We’ve noted how COVID-19 has changed the way we do business. In the case of face-to-face sales calls, the changes that have occurred are largely permanent. For example, a McKinsey survey in November 2020 found that more than 75% of B2B buyers prefer virtual sales calls.
And as vendors adapt, they too are discovering the benefits of virtual sales. For one thing, video conferencing sales calls cost a lot less than field sales calls.
It’s now up to companies to equip their reps with the skills and technology to succeed and the training necessary to be irresistible to prospective buyers.
One of the biggest challenges for reps selling remotely is to keep their prospects on point and focused in discussions. This is no small feat considering that as much as 99% of audiences could be multitasking during virtual sales calls.
Here are six techniques that will help make their B2B video sales calls irresistible.
1-Hook `Em Upfront
While a joke or a good story has long been a traditional icebreaker, you need more than humor to capture attention—especially when text messages, phone calls and office interruptions can easily break the flow of a virtual sales call.
So yes, reps need to be entertaining, but they should demonstrate upfront that they are good presenters worthy of a buyer’s time and attention. Reps need to prove in the first minute or two that they not only know their business but also that they’ve done their homework on the buyer’s business.
This is critical considering that a RAIN Group Center for Sales Research survey found that:
- Only 26% of buyers think sales reps can conduct a needs discovery online effectively.
- Similarly, just 34% report that reps can present viable solutions to their problems.
- And still more discouraging—only 16% of buyers reported receiving a compelling ROI case for what the vendor was selling.
Let them know you mean business, and they will appreciate the results.
2-Focus the Message and Make It Personal
According to neuroscientists, immediately following a 10-minute presentation, the average listener recalls only about half of what was said, and within a week, that number has dropped to just 10%.
The challenge for your reps is to make sure audiences remember what you want them to remember.
A traditional technique worth continuing is to reinforce the main message by:
- Telling them what you’re going to tell them at the beginning
- Repeating that message (in different ways) at least three times during the presentation
- Concluding by telling them what you told them
Also, don’t cram too much information or too many ideas into one presentation. They will likely capture a buyer’s interest if they make the key point and tie it to their situation or problem. Reps can then follow up with other points.
What’s more, it’s okay to challenge buyers on an issue. They are more likely to remember a concept that nags at them like a burr under a saddle.
When stimulated by something funny or challenging, people will remember messages closely associated with the stimulus. So stimulate them and then quickly (within 15-30 seconds) deliver the key message.
3-Engage and Interact With Prospects
Sales reps can still interact with customers and build relationships even in a remote, virtual environment. Here are a few techniques that will help:
- Don’t make a sales pitch. Engage the prospect. Build rapport.
- Use stories to captivate and connect. As an added benefit, stories help improve the recollection of facts.
- Be edgy. Again, a little friction will encourage audiences to engage the speaker.
- Switch it up too. Use different graphic techniques such as whiteboards which allow others to see what you write or draw instantly. Include quick polls. Direct questions to the buyer and encourage the prospect to ask questions.
- And don’t fill up the screen with slides. Let both the sales rep and the buyers see one another.
4-Prepare and Practice
I know it’s common to think that your message is the most important thing. But you can’t rely on content alone. It’s estimated that an effective presentation is 38% voice, 55% nonverbal communication (body language) and only 7% content. This is why it’s critical to let the customer see the sales rep.
It’s important to come across as professional and totally in control. You don’t want technology glitches during a presentation. Ensure your reps know how the software and hardware work and that everything is going well BEFORE connecting with the prospect. You can do this by encouraging your reps to practice connecting remotely with one another.
And speaking of practicing, Presentation Panda estimates that 79% spend at least one hour practicing their presentation before giving it. We suggest that your reps practice at least that long, ideally longer.
If your reps need help with their presentation style, hire a professional to build their skills and teach them the basics of good sales presentations. A sales rep who conveys confidence to prospective customers will be successful.
5-Ditch the Tired PowerPoint Presentation
While people admit that they lose interest in a PowerPoint presentation after about 10 minutes, the vast majority (89%) of presenters still rely on PowerPoint. It’s time to break out of convention and try something else. PowerPoint is too `80s and not dynamic enough given the technology available today. You’re in the digital video era now; arm your sales reps accordingly:
- There are several alternatives to PowerPoint, including Prezi Video, Visme and Slidebean.
- Ensure reps have access to screen-sharing technology to be more interactive and spontaneous.
- Include live demonstrations.
- Mix up the graphics to include bullets, charts, whiteboard and video.
- Record presentations so your reps can share a copy with the prospect. This way, buyers can review it at their leisure and pick up important points they may have missed or forgotten.
6-Leave them with a Call to Action
“Always be closing” is still important to keep the sales process moving forward. Close with strong advice. Recommend next steps. Offer to send information. Invite prospects to review the presentation. And above all, set a follow-up date and time.
With a few simple techniques and adaptations, your sales reps can deliver video conferencing sales calls that are irresistible!
Call us at +1 813-320-0500 (US) or +39 06 978446 60 (EMEA) or contact us online for help meeting your sales goals.
