Overcoming the challenges of B2B virtual selling is the key to successfully moving buyer–seller interactions online. It requires new sets of skills and adjustments to more traditional sales practices.
In recent years we've seen a growing trend towards digital sales. The rise of e-commerce and the increasing importance of online marketing have made it clear that traditional sales methods are no longer enough to keep up with the competition. Today, the B2B sales experience is also moving online. This is where virtual selling comes in.
Virtual selling, or digital selling, is a method of conducting sales interactions entirely online, from start to finish. It includes everything from initial contact with potential customers to closing deals and delivering products or services. This approach offers many benefits over traditional face-to-face sales, but it also presents some unique challenges.
“Virtual selling is the collection of processes and technologies by which salespeople engage with customers remotely with both synchronous and asynchronous communications.”
Gartner
Virtual selling can take different forms depending on the specific needs and goals of your business. Common examples include:
Regardless of which techniques you use, virtual selling requires a different approach than traditional face-to-face sales. You need to be able to build trust with customers who may never meet you in person. You need to be able to communicate effectively through digital channels.
The shift towards digital sales has been driven by a number of factors. One of the most significant is the rapid expansion of e-commerce platforms like Amazon and Alibaba. These sites make it easier than ever for businesses to reach customers all over the world, and they offer a range of tools and resources to help sellers succeed and keep buyers engaged.
Another key driver of the trend towards digital sales is the increasing importance of social media and other online marketing channels. With more and more people spending time on social media platforms like Facebook, Instagram, Twitter, and LinkedIn, B2B businesses have had to adapt their marketing strategies accordingly.
There are a number of major challenges to overcome in B2B virtual selling. It requires new sets of skills and adjustments to more traditional sales practices.
Without face-to-face contact, it can be difficult to establish a strong rapport or build a personal connection with potential buyers. This can make it harder to build trust and credibility, which are critical components of any successful B2B sales relationship.
In face-to-face sales interactions, you can read a person's body language and adjust your approach accordingly. With virtual selling, you need to rely on other cues, such as response times to emails or engagement levels during video conferences. This requires a high degree of attentiveness and adaptability on the part of the seller. However, if done correctly, it can lead to highly personalized interactions that build strong, lasting relationships with buyers.
You need to become comfortable using technology like video conferencing software and email marketing tools. Communicating effectively through these channels is vital.
Despite these challenges, virtual selling offers a multitude of benefits over traditional face-to-face B2B sales, from wider market access to detailed insights into buyer engagement.
One of the biggest advantages of virtual selling is the ability to reach a larger audience. With traditional face-to-face sales, businesses are limited by geography and travel constraints. However, with virtual selling techniques such as webinars and video conferencing, there are no barriers to connecting with potential customers from all over the world.
This means that businesses can expand their reach and tap into new markets that would have been impossible to access through traditional sales methods alone. By leveraging virtual selling, businesses can increase their visibility and exposure, ultimately leading to more leads, more conversions, and revenue growth.
Virtual selling is more convenient than traditional face-to-face sales in many ways. With virtual selling, there's no need to worry about travel or scheduling conflicts, which saves significant time. Plus, many virtual selling techniques are automated or semi-automated (such as email campaigns), so they require less manual effort compared to traditional outreach methods.
This allows businesses to focus their resources on other areas of their operations while still maintaining an effective sales strategy. Additionally, virtual selling allows buyers to make purchases from their own home if working remotely or from offices, making the B2B buying process more convenient for them as well. Overall, the convenience of virtual selling makes it an attractive option for businesses looking to streamline their sales processes and improve customer satisfaction.
By eliminating the need for travel and face-to-face meetings, businesses can save money on expenses like transportation, lodging, and meals. This makes virtual selling an attractive option for businesses of all sizes, particularly those with limited budgets or resources.
With virtual selling techniques such as email campaigns and social media advertising, businesses can reach customers at any time of day or night, regardless of their location. This means that businesses can engage with customers on their own terms, at their convenience, without having to worry about scheduling conflicts or time zone differences.
Virtual selling allows businesses to collect valuable data and insights that can inform future B2B sales strategies. By tracking metrics like open rates, click-through rates, and conversion rates, businesses can gain a better understanding of what works (and what doesn't) when it comes to digital sales. This information can then be used to optimize future campaigns and improve overall performance.
Overall, virtual/digital selling represents an exciting opportunity for businesses looking to expand their reach and stay competitive in today's increasingly digital world. While there are certainly challenges involved in this approach, those who are willing to embrace new technologies and adapt their strategies accordingly stand to reap significant rewards in terms of increased revenue growth and customer engagement.
Download the 5 Essential Steps to Get Started with Virtual Selling.
