Here’s How Leading Organizations Actually Close Deals Via Video Conferencing
Most organizations use video conferencing internally as a medium for remotely communicating with key business stakeholders. Some even use it to communicate with clients. However, did you know that it can also be used as a direct sales tool?
Using Video Conferencing as a Sales Tool
If you aren’t always selling, you’re falling behind. And in a marketplace that’s no longer bound by geographic borders and physical location, you have to be willing to move outside of your immediate market and go after prospects who are located in different cities, states, and countries.
Considering that it isn’t always feasible to interact with clients in the same physical location, video conferencing is the next best solution. It allows you to converse in a face-to-face manner, even when you’re in two totally separate locations.
The question is, how? How do you use video conferencing as an actual sales closing platform? Practice makes perfect, but the following tips will help:
1. Test Before Calling
Nothing is more unprofessional than initiating a call, only to realize you have issues with video, audio, or connectivity. You always want to enter a video conference call prepared – particularly if it’s a sales call.
Prior to initiating the call, run a test call and make sure everything is functioning as it should be. This will save you some embarrassment and avoid unnecessary worries from creeping in at the last minute.
2. Send Information Ahead of Time
If there are certain files, PDFs, or spreadsheets that a prospect needs for the video conference, send that information ahead of time. It’s nice if you send it a few hours in advance, though any time before the actual call will do.
You want your sales prospects to be as informed as possible. Not only does this allow them to ask the right questions, but it also increases the likelihood that they’ll be able to make a decision on the spot. When a prospect feels like they have all of the information they need, they’re able to reach a conclusion sooner rather than later.
3. Build Trust
Nothing matters more than trust. Typically trust is forged through personal interactions and experiences, but video serves as a serviceable alternative. This is something Dalmec, a leading manufacturer of industrial manipulators and material lift assist devices, has discovered firsthand.
“We sell large, expensive equipment. When a customer makes a purchase with us, they’re really making an investment in the future of their business,” Dalmec explains. “We use video conferencing as a way of building trust when we aren’t able to meet face-to-face. It’s far more effective than phone, which lacks the visual component.”
Make sure you start off the call by building trust. This means being as transparent and honest as possible. The “selling” portion of the call can come later.
4. Optimize Visual Presentation
The value of video obviously lies in its visual nature. As a salesperson, you should take full advantage of this by optimizing the visual presentation.
For starters, think about how you look and what setting you’re in. Even if the call is causal, dress nicely. Your physical appearance speaks volumes. Also, think about the backdrop for the video. Whether it’s an office or a boardroom, things should be neat and tidy.
Though you need both, prioritize video over audio. Never tell when you can show.
As sales coach Matt Abrahams says, “Variety truly is the spice of life — as well as memorable, engaging online presentations. By varying your voice, evidence, and slides, you help your audience to stay engaged and remember what you’re saying.”
5. Direct the Flow of Conversation
Somebody will control the conversation, and you want it to be you. While you’ve hopefully established an agenda prior to the call, it’s helpful to be as clear as possible during the actual call.
“Establish at the very beginning of the call that this will be a closing call,” sales expert Dan Tyre advises. “You should have already set the expectation in your previous conversation, but reiterate it right away for anybody who wasn’t in attendance.”
It’s also smart to introduce everyone on the call so there are no questions regarding who someone is and what role they play.
Once the table is set, you can get to the main course. Assuming you’ve had previous conversations, you’ll want to start with a question that forces the prospect to reveal where things stand. Depending on how they respond, you can nudge the rest of the conversation in a particular direction.
Close More Sales
In many ways, sales has become easier in 2018 than it was 10 or 20 years ago. In other ways, it’s become more challenging. While it comes with a learning curve, video conferencing technology is able to provide you with the best of both worlds: intuitive technology and greater reach.
