Selling virtually or digitally is not something that is completely new to us. It has been around for quite some time. However, with the common developments around the world in recent times, People are looking at these aspects with more enthusiasm and interest.
Research also shows that all of us are managing these transitions in a very positive manner and are comfortable making it the new normal. A recent McKinsey & Company survey showed 79% of respondents were “very likely” or “somewhat likely” to maintain their “new sales model” which relies far more heavily on digital outreach vs the face-to-face and tradeshow outreach more common with traditional sales prospecting Model.
With these considerations, the need to incorporate digital or virtual aspects in your selling process becomes even more significant. If you are amongst the ones who already have the necessary systems in place, great. If not, then this is the right time to do so.
I’ll take a quick look at a couple of aspects that are better if prioritized while developing a virtual/digital sales process.
1. Increase in communication:
With physical communications out of the picture or very limited along with more people getting used to the new communication formats, any seller should not miss out on connecting with the buyers. The age-old principle “Out of Sight, out of mind” holds the same significance hence the sellers much make sure the communications are intact. The need to communicate more is also important as all of us are adopting new formats and a lot of things are changing around us. It is also the seller’s responsibility to communicate these changes which in turn will help them in reducing any communication mishaps. All in all your digital sales strategy should be communicated well and should reach the right audiences.
2. Use buyer-friendly formats:
The use of mediums/formats for communication is also a crucial consideration. As consumer behavior is changing and consumers are switching formats it is important to understand and incorporate these changes. Choosing the wrong platform/medium is equally as disadvantageous as opening a store in the wrong location. After all, the intention is to reach the buyers and make sure the message is communicated well. If the format is a hindrance in doing so, why wouldn’t you want to take a look at this? The sudden burst in the use of video messages, tutorials, and podcasts along with the use of formats like Tik Tok are guided by the change in these consumer preferences.
3. Engagement is key:
If Communication was the ace in your deck, Engagement is the ace of spades and nothing less. Using buyer-friendly formats as mentioned above helps you in two ways
- It does wonders for your visibility.
- The chances of these buyers engaging are also high.
Without engagement, the entire effort does not get the right justice. As I say it is the sellers’ responsibility to help the buyer transition to the new normal, a seller can look at options like Demo calls, Guided tours, Virtual meets to make sure the intended buyers are aware and are able to use the platforms well.
4. Prioritize your existing customers:
Research also proves the significance of retaining customers. The current times indicate the smartness in retention compared to onboarding. If not anything this strategy will help you in keeping the social bond strong. Also you can always reach out for testimonials that will again speak a very buyer-friendly language in your communication strategy.
Tough times call for smart measures. Moving to a digital/virtual marketplace and incorporating the same in your sales process is not as difficult or completely new as it may sound. The key is to guide/nurture your customers along with your transition. The ability to understand their needs and implementing the same in your sales process will help you ease their challenges and reduce the chances of losing a customer. This very simple tool can also work as a great competitive advantage in this difficult time frame.