The Corona crisis is naturally affecting the sales sector, impacting the very area responsible for current and future revenue. The software industry is already much further ahead in this regard. Here, the so-called web demo has been a long-standing standard—sometimes effective, but often merely well-intentioned.
Meanwhile, many traditional sales organizations from other product sectors are realizing that they must also move their sales appointments online. However, individual sales representatives are often not sufficiently trained for this. The technical infrastructure is not optimal, and marketing materials are often unsuitable for direct use in online meetings.
Towards a Digital-Only Sales Process
Ultimately, this topic is about adapting and converting the entire sales process. In the current situation, we need a digital-only sales process.
After the Corona crisis, face-to-face meetings will naturally return. However, in many industries where web demos are not yet common, there will be no return to the old model. Procurement departments will resist it, and many specialist departments will also object. After all, why organize a face-to-face meeting when we can first get to know a company thoroughly through digital means?
This initial introduction involves much more than just delivering standard presentations. It is about everything that makes a first sales contact successful. Many sales employees must learn how to come across as likable, convincing, and competent in an online meeting, how to present their product or service professionally, and, of course, how to make professional sales appointments fully interactive.
From Product Sales to Solution Sales
In recent years, we have seen a trend moving from product sales to solution sales. Almost no one needs appointments where a product is simply displayed or presented. The goal is to develop a solution that the customer might not have even thought of themselves. This is only possible through interaction, a dynamic assessment of needs, and simultaneous initial idea development. The exciting question now is:
How can this be done online?
The good news is: it is absolutely possible. Similar to the learning industry, which now offers live online training instead of just webinars, sales teams can learn to make online appointments interactive and intentionally emotional. This ensures the customer has an entirely positive experience while the salesperson maintains a competent image. Naturally, the presentation of products and services must also be expert, convincing, and technically flawless.
In short, the topic of Virtual Sales will receive a massive boost from the current crisis. Companies are well-advised to use the current situation—where field staff and internal sales employees may even be on reduced hours—to prepare them for the post-Corona era. Even during the current phase, the focus is on ensuring a professional online presence. Those who are the first to adapt will have a clear competitive advantage.
[note note_color=”#e4e4e4″ text_color=”#333333″ radius=”3″] For this exact reason, we have created an online course for you. In it, you or your sales employees will learn how to ensure a professional online presence during online meetings with customers at every stage of the sales process and customer care.
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Touchpoints
Potential content is aligned with the sales process. We consider lead generation as part of marketing. The first touchpoint is then a phone call following the lead, followed by an online demo, and then the creation of an initial proposal. In between, there could be an audio summary, such as a sales podcast, followed by a feedback process with the customer via email or a messenger channel. Finally, a complete workshop can be conducted in an online format, using tools such as Miro or Mural. The use of the company’s relevant IT tools, such as Teams, Skype for Business, Slack, etc., also plays a role. Often, the customer decides which channel or tool is used for communication. This means if you work with Teams but the customer still uses Skype for Business, you need a solution that works with that as well.
Content & Formats
Regarding content, the first step is to define the process, the second is to determine which format serves which touchpoint, and the third is to define the right formats for each touchpoint and train staff accordingly. This means, for example, that written communication plays a larger role. Many employees, especially from the younger generation, find writing longer texts quite challenging. This means an old-fashioned topic like letter writing is experiencing a strange new renaissance. How do I draft emails or much shorter texts in a recipient-oriented way that suits the respective customer?
Then it is about the right appearance in online meetings. How do I introduce myself competently? What should I look like, and what about my background? These are all things that suddenly gain relevance. There is also an interface here with related tool training.
Another topic is adding an emotional touch to appointments retrospectively, for example, by including sketches or scribbles made during the live meeting. This then becomes part of the proposal. Alternatively, we can provide an audio summary after the appointment. The ideas are diverse and virtually inexhaustible.
Finally, the question arises: How do I present the offer? How do I follow up? How do I professionally conduct difficult negotiations remotely shortly before closing? And how do I ensure the customer has a good feeling in after-sales when everything happens exclusively online?
Content can be defined in great detail for all these topics. Much of it already exists. This is not about creating entirely new content, but rather about how this topic changes when the appointment takes place only online or the entire sales process is conducted remotely.
[note note_color=”#e4e4e4″ text_color=”#333333″ radius=”3″] In an online course, you or your sales employees will learn how to ensure a professional online presence during online meetings with customers at every stage of the sales process and customer care.
[/note]
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