touch (including some much-needed warmth) to the virtual sales process through personalized video greetings. Moreover, the videos allow you to contextualize the assets available in your digital sales room – making it easier for buyers to dive in and start productively consuming content.
THE RIGHT IDEA FOR THE RIGHT TIME With research indicating that 82% of companies plan to make the hybrid work model permanent, sales teams have to adapt accordingly. There will be less business travel as well as fewer face- to-face meetings at events like trade shows. Ultimately, that will mean more and more B2B sales take place fully online. Unlike B2C sales, however, few B2B
transactions are one-to-one. Most require buy-in from multiple stakeholders on both the buyer and seller sides who often have different interests, agendas, and timetables. Traditional remote communications, like phone
calls and emails, can compound the confusion and create a “right hand doesn’t know what the left hand is doing” scenario. Getting everyone on the same page, using the same resources, can be a challenge. Digital sales rooms solve the problem by
funneling everyone through a secure, central location. That allows your sales team to deliver a consistent message in a way that is easily shareable. And you can facilitate customer success in a variety of ways – from live chat to recorded sales calls to asynchronous presentations.
THREE BENEFITS OF DIGITAL SALES ROOMS 1. Alignment Selling should not be a one-way process. Prospects engage with your content because you offer a product or service they’re interested in buying. By centralizing all collateral and communication through one hub, digital sales rooms make it much easier for your sales team to connect with interested buyers quickly and effectively and to steer them in the right direction. That way everyone gets the outcome they want.
2. Buy-in
If you’ve been involved in sales for any length of time, you recognize these two buy-side personas:
Digital sales rooms empower the seller to act as concierge for the buying experience.
The Champion and The Devil’s Advocate. Digital sales rooms allow you to track each persona’s engagements, so you can help The Champion gather the resources and intelligence they need to alleviate The Devil’s Advocate’s concerns and get their buy-in on the sale.
3. Convenience Did we mention all of this happens in a secure central location so prospects can get all the answers they seek and engage with all the collateral they want without having to go on a scavenger hunt? Eliminating all the back-and-forth that plagued earlier iterations of online B2B sales will help your team close more deals – and close them much faster.
HOW TO WORK THE (DIGITAL) ROOM How does a digital sales room work? Visualize the digital sales room as a physical space – a fixed location where you can keep all your content as well as host prospects. Sales reps can “greet buyers at the door” using personal video messages. Then they can use templates created by the marketing department to deploy the right set of content assets for any given sales scenario while incorporating their prospect’s logo and a banner message tailored to the individual deal or account. Finally, your sales team members can “work the
room” by monitoring the stakeholders who are currently engaged and exchanging messages to answer questions, provide context, and reinforce your value proposition. And they can grab a virtual business card from prospects by tracking which stakeholders are engaging with which items and then follow up with next best actions. By keeping all their content in context and maintaining the continuity of their story, reps can be more confident they will stay on message and never lose momentum. That means closing more deals, more often.
SPECIAL EDITION 2022 SELLING POWER |
MASTERINGVIRTUALSELLING.COM | 13 © 2022 SELLING POWER.
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