Video conferencing has transformed inside sales. Not only can sales professionals increase cost-efficiency by connecting with more prospects in less time, but they can also use the “face-to-face” component to build rapport, trust, and accelerate their sales cycles.
Video sales meetings have their unique advantages that are different from emails, phone conversations, in-person meetings. To maximize these benefits, you’ll need to adjust your process.
Make Each Video Sales Meeting Effective
Get the most out of video conferencing technology and eliminate bad sales habits that may sabotage the success of your video meetings by adhering to the following tips.
1. Remove Distractions
Hold your video sales meetings in a dedicated space where you can control the environment and eliminate as many distractions as possible to ensure you and your prospects can focus on the sales conversation.
- Use a headset and/or an external mic to ensure high-quality audio, as the microphone on laptops can pick up too much echo or background noise.
- Mute yourself, when not speaking, to eliminate background noise.
- Avoid having a window as a backdrop - it can create a harsh silhouette effect, and distract you from the conversation.
- Keep the backdrop simple by positioning yourself against a plain wall and set up optimal lighting so prospects can focus on you.
- Avoid clothing with bright colors and distracting patterns (e.g., stripes or polka dots) – solid colors and neutral tones tend to work best on camera.
- Behave as if you were in an in-person meeting. For example, avoid typing on your keyboard (the tap-tap noise is louder than you think!), don’t multitask, maintain eye contact, and refrain from looking around as it can make you look untrustworthy.
2. Be Prepared
Just like in the case of in-person meetings, you should get ready ahead of time and set the stage so that the allotted duration is used as productively as possible.
- Issue a sales meeting agenda to establish objectives, ensure that key decision-makers are present, and set time allotment for each discussion topic.
- Make sure everyone in your team has done their “homework” (e.g., research the prospect’s company or read up on industry trends) so the meeting can proceed at a crisp and engaging pace.
- Limit the number of participants to key stakeholders and decision-makers to minimize the chances that the conversation gets sidetracked.
- Check your network connection, camera, audio, video conferencing software, and screen sharing function before the meeting, with enough time to spare if you need to fix anything.
- Provide instructions to your prospects on how to join and use your video conferencing platform. Remind them to check the Internet connection and software before the meeting to avoid delays.
- Keep in mind that some participants may join the video call from their smartphones. If you’re screen-sharing your presentation, make sure the slides will be legible on small screens.
3. Ditch “Old-School” Sales Tactics
Video sales meetings are a great way to bring the human element back into the sales process. However, to maximize the effect of the “face-to-face” component, you need to ditch some old-school sales tactics that could diminish the rapport video conferencing allows you to build with your prospect.
- Don’t be aggressive: People don’t like being sold to, and it can be even more awkward on camera. Don’t speak at your prospects; instead, listen to their pain points and goals so you can position yourself as a trusted advisor.
- Don’t use a canned sales pitch: Launching into a canned sales pitch that doesn’t speak to your prospects’ needs and frustrations will make you appear extremely insincere, especially on video, and erode the trust you have built.
- Don’t fake enthusiasm: Some salespeople may get away with faking excitement on the phone, but it won’t work when you’re on video. Prospects want someone who can be real with them, and your sincerity will show through your tone and body language.
- Don’t be navel-gazing: Many traditional sales tactics focus on talking about your company and selling a product. This is not only a turnoff for many people, but it also prevents you from leveraging the video element to gauge your prospects’ reactions. For example, you can listen to your prospects’ tone and read their body language as they talk so you can adjust your cadence and content for a more effective presentation.
Time to Shine
At the end of the day, successful selling often relies on the rapport, trust, and relationships you have built with your prospects.
Video conferencing technology allows you to build a “face-to-face” relationship with your prospects in a cost-effective way. But if you want to close more deals, don’t forget the basics: listen to your prospects, understand their needs, and be a problem solver.