Virtual selling has become a permanent part of the typical brokers’ life. Basically, virtual selling is any form of selling that occurs without the client and the broker physically present with each other in the same room. Telephone, text, email, Zoom – it’s all virtual selling. Since virtual selling, in that sense, is long standing, there’s no reason to think negatively about it.
The first key to successful virtual selling is to accept the fact that selling fundamentals don’t change just because you’re using a communications tool that is new to either you or the prospective client. The medium used to communicate with your target audience is just that – a medium. Your product or service must stand on its own merit.
As it turns out, clients actually like virtual selling – not ALL clients, but many. A 2021 report by McKinsey indicates that 71 percent of buyers preferred virtual communication channels when considering new vendors.
According to LinkedIn, 65 percent of professionals who make buying decisions work remotely more than half the time. Therefore, if you want to reach them, you’re going to have to communicate virtually.
In order to sell virtually, consider the following:
- Don’t get hung up on the technology. Make sure you have practiced all the features you’re going use.
- Be prepared – if more than one broker is going to be involved in the meeting, figure out ahead of time who’s doing what. For some reason, the fumbling that goes on between brokers comes across as more annoying and unprofessional on virtual platforms than when you are in person.
- Because you’re not physically present in the room, you might need to be a little more energetic and perhaps even a little more animated than you are in person. It is easier for prospects and clients to get bored, drift off and secretly look at their phones in a virtual setting than in a physical one. Also, I have noticed that brokers are more likely to talk in monotone voices and mindlessly focus on features and benefits in a virtual setting than when in person.
- Don’t forget that questions are more important than telling when meeting with a client. Because the virtual format seems a little more artificial, some brokers don’t ask as many questions as they would in person and don’t listen as intently either.
- Make sure your PowerPoints and shared documents are as interesting as possible. Again, it’s easier for clients to drift off when you’re not there in person, so you definitely don’t want boring visuals.
- Remember your mini closes or next commitment. Whenever you meet with a prospect, you never want to leave without getting a commitment from them as to the next step. That need does not change just because you’re on Zoom.
- Don’t dwell on the fact that you’re meeting virtually. When you call someone on the phone, you don’t waste 10 minutes talking about how weird it is that you’re on the phone instead of in person. Well, don’t do that on Zoom either.
- Make sure your background is professional and not distracting. Similarly, control your environment for good sound.
Regardless of the communication channel used, people make purchases based on what they value. They do business with people and companies they like. Never forget those fundamentals just because you’re talking on Zoom instead of on the phone or in person.