Relationship management is generally used for companies who have longer sales cycles, expensive products or software, or things that require more commitment when it comes to purchasing. When you sell remotely, without building a working relationship, customers may feel like they are just a number, so need to apply your relationship selling skills to the virtual environment.
Virtual selling may seem less personal. Pay attention to little details, like the name of the meeting on the calendar invite, to always set clear expectations. Sharing content before a virtual meeting can educate and prime them, so your actual call can focus on developing a relationship and driving key points. Give the prospect something they didn’t have before. Start finding unique ways to spark a conversation where you both have common interests or can relate in some way.
Video helps build rapport and create a connection with buyers. Even if a buyer isn’t sharing their video, it’s best to keep yours on. If you let your buyer know in advance that you’ll be using video, they’ll tend to follow your lead. Video is one thing, sound is another. If people can’t hear you, then you can’t be effective.
Make sure your room is presentable. You and your background represent your brand. Dress appropriately and professionally. Show a background that reflects a work environment according to the message you want to present. You also need to consider the color contrast with your background.
When selling virtually, you need to lead the meeting. However, virtual selling doesn’t mean you must constantly be speaking. Collaborate with and involve the buyer in the conversation. Pay attention to your buyers. If they’re on video, watch their body language. One of the best ways to get a prospect to feel engaged is by asking them questions. The answers to your questions will likely create other follow-up questions, and this path will uncover areas where you can help. Without trying to build a connection, the buyer may feel like they are only a bunch of dollar signs to you.
The virtual buying experience can be highly distracting. Deliver value from the start so people will see the benefit of paying attention. Start the meeting with a fresh idea or unique challenge you’ve identified through working in your prospect’s industry. Prepare a list of questions to engage the other side prior to every meeting and spend more time on the building relationship.