As we introduced two days ago, virtual selling isn’t going away, but it must improve. I decided to offer a five-part series to help salespeople make the digital experience better for their customers. Idea #1 and Idea #2 were presented over the last two weeks, and now, Idea #3…
About seven or eight years ago, a friend of mine (who worked for a client of ours) had scheduled an introductory meeting with a prospective customer. She had been pursuing this account for a while and was very excited about her opportunity. She had practiced her presentation several times and sent me a million versions of her PowerPoint deck. She couldn’t wait for the meeting. Then, as her point of contact greeted her in the lobby, she felt her heart bust through her skin. She reached for her laptop bag and realized that she left it at her office. All she had was her portfolio and a pen … and the sharpness to turn this mishap into the best introductory meeting she ever conducted.
Her contacted immediately commented “No computer?”. Quickly, she replied: “No, I’ve been working too long to get in these doors to present a PowerPoint. I want to have a conversation, not a monologue.” And that led to her making a deep impact on the group of four or five attendees. They had a chance to talk with her, get to know her, and allow her to understand their needs and challenges. It also led to an opportunity and her first win. Today, this account is her largest. And that leads to us our third idea to improve the digital experience for your customers…
Idea #3: Avoid digital monologues.
My friend’s ability to think on her feet led to a conversation without an open laptop. A conversation. That’s it. A simple discussion among five or so professionals, and she made an impression that won her enough business to send her two kids to college (this is a little exaggeration, but not much). Considering that this meeting was in person, imagine the advantage a conversation has over a monologue in the digital world!
Regardless of what type of digital experience that you’re providing for your market, make it conversational. If you’re recording a training video, then include another person. If you’re sending a video with a lesson tied to it, include two or more people discussing the lesson. If you’re leading a virtual sales call, then prepare questions and surveys to get the audience engaged and speaking.
If you want to improve your customers’ digital experience, then make all monologues into engaging conversations.
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