4 Skills You Need to Excel at Virtual Selling (+ Tips to Succeed)

In today‘s rapidly evolving sales landscape, virtual selling has become the new normal. Gone are the days when face-to-face interactions were the only way to build relationships and close deals. According to a recent McKinsey study, 90% of B2B sales teams have transitioned to a virtual sales model in the wake of the COVID-19 pandemic.

As we move into 2024 and beyond, it‘s clear that virtual selling is here to stay. In fact, Gartner predicts that by 2025, 80% of B2B sales interactions will occur in digital channels. For sales professionals looking to stay ahead of the curve, mastering the art of virtual selling is no longer optional—it‘s a necessity.

But what exactly does it take to excel at virtual selling? In this comprehensive guide, we‘ll explore the four essential skills you need to thrive in a virtual sales environment, along with practical tips and strategies for putting them into action.

1. Mastering Virtual Communication

At the heart of virtual selling is the ability to communicate effectively through digital channels. Whether you‘re conducting a video call, sending an email, or engaging in social selling, your communication skills can make or break your success.

One of the biggest challenges of virtual communication is the lack of nonverbal cues. According to research by Albert Mehrabian, nonverbal elements like facial expressions and body language account for 55% of communication. In a virtual setting, it‘s easier for messages to get lost in translation or misinterpreted.

To master virtual communication, focus on:

• Active listening: Give your full attention to the buyer and use verbal affirmations to show that you‘re engaged and understanding their needs.
• Clarity and concision: Be clear and concise in your messaging, avoiding jargon or overly complex language. Use bullet points, numbered lists, and short paragraphs to make your messages easy to scan and digest.
• Empathy and rapport: Build rapport by showing genuine interest in the buyer‘s challenges and goals. Use empathetic language and seek to understand their perspective.

Virtual Communication Tips

• Invest in a high-quality microphone and webcam to ensure clear audio and video quality.
• Use a professional background and dress appropriately, even if you‘re working from home.
• Practice active listening by taking notes, asking follow-up questions, and summarizing key points.
• Follow up promptly after each interaction, recapping next steps and key takeaways.

2. Building Trust in a Virtual World

Trust is the foundation of any successful sales relationship—and it‘s even more critical in a virtual setting. Without the benefit of in-person interactions, building trust can be a challenge. But with the right approach, it‘s possible to foster genuine, long-lasting connections with buyers.

One key to building trust virtually is to focus on providing value at every touchpoint. According to HubSpot, 69% of buyers say they‘re more likely to buy from a salesperson who offers insights about their business. By consistently delivering relevant, actionable insights, you can position yourself as a trusted advisor rather than just another vendor.

Another important trust-building factor is responsiveness. In a virtual world, buyers expect quick, timely communication. In fact, a study by Lead Connect found that 78% of customers buy from the first company to respond to their inquiry. By being responsive and reliable, you can show buyers that you value their time and are committed to their success.

Trust-Building Tips

• Provide value-added content like industry reports, case studies, and best practice guides.
• Share customer success stories and testimonials to build social proof.
• Be transparent about your product‘s capabilities and limitations, and never overpromise.
• Follow through on your commitments and deliver on your promises consistently.

3. Leveraging Technology for Sales Success

To excel at virtual selling, you need to be proficient in a wide range of sales technology tools. From video conferencing platforms to sales enablement software, the right tech stack can help you work more efficiently, engage buyers more effectively, and close more deals.

One of the most important tools in a virtual seller‘s arsenal is a robust customer relationship management (CRM) platform. A CRM helps you manage your pipeline, track interactions with buyers, and gain valuable insights into their behavior and preferences. According to a study by Nucleus Research, companies that use a CRM see an average return of $8.71 for every dollar spent.

Other essential tools for virtual selling include:

• Video conferencing platforms like Zoom, Microsoft Teams, and Google Meet
• Sales engagement platforms like Outreach, SalesLoft, and HubSpot Sales Hub
• Content management systems like Seismic, Highspot, and Showpad
• Social selling tools like LinkedIn Sales Navigator and Twitter

Technology Tips

• Choose tools that integrate seamlessly with each other to avoid data silos and inefficiencies.
• Invest time in learning the full capabilities of each tool, and take advantage of training and support resources.
• Use data and analytics to gain insights into buyer behavior and preferences, and adjust your approach accordingly.
• Regularly review and update your tech stack to ensure you‘re using the most effective tools for your needs.

4. Adapting to a New Sales Mindset

Finally, succeeding at virtual selling requires a shift in mindset. In a virtual world, buyers are in control—they have more options, more information, and higher expectations than ever before. To win their business, you need to adopt a customer-centric, value-driven approach.

One key mindset shift is to focus on solving problems rather than selling products. According to Gartner, B2B buyers spend only 17% of their time meeting with potential suppliers. The rest of their time is spent researching independently, meeting with buying groups, and performing other buying jobs. By understanding the buyer‘s unique challenges and goals, and positioning your solution as a way to solve their problems, you can differentiate yourself from competitors and build deeper, more valuable relationships.

Another important mindset shift is to embrace experimentation and continuous learning. Virtual selling is still a relatively new frontier, and best practices are constantly evolving. By staying curious, testing new approaches, and learning from your successes and failures, you can stay ahead of the curve and continuously improve your performance.

Mindset Tips

• Conduct thorough research on your buyers and their industries to gain a deep understanding of their challenges and goals.
• Focus on creating value at every touchpoint, rather than just trying to close the deal.
• Embrace a growth mindset and view challenges as opportunities to learn and improve.
• Continuously seek feedback from buyers and colleagues, and use it to refine your approach.

Conclusion

Virtual selling is the future of sales—and by mastering the four essential skills outlined in this guide, you can position yourself for success in 2024 and beyond. By communicating effectively, building trust, leveraging technology, and adopting a customer-centric mindset, you can build deeper, more valuable relationships with buyers and drive more revenue for your business.

But don‘t just take our word for it. Here‘s what some of the world‘s top sales leaders have to say about the importance of virtual selling skills:

"In today‘s world, if you‘re not leveraging technology and adapting to a virtual selling environment, you‘re going to get left behind." – Mary Shea, Principal Analyst at Forrester

"The key to success in virtual selling is to focus on delivering value at every touchpoint. It‘s not about pushing products, it‘s about solving problems and building trust." – Tiffani Bova, Global Customer Growth and Innovation Evangelist at Salesforce

"Virtual selling requires a new set of skills and a new mindset. But for those who are willing to adapt and embrace change, the opportunities are endless." – Jill Konrath, Author of "More Sales, Less Time"

So what are you waiting for? Start honing your virtual selling skills today, and get ready to take your sales game to the next level.