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MANAGEMENT


Five Strategies To Maximize Your Virtual Selling Channel


HARRY KENDLBACHER


As we learned through our trial-and-error efforts of 2020, virtual selling channels offer growth-oriented companies the potential to transform sales performance and accelerate growth. This year our efforts must focus on honing the design of these channels and equipping them in a way that will dramatically improve the coverage, control, and cost effectiveness of our commercial models while offering buyers the speed of response and experiences they demand.


Here are five tips that will help take your virtual selling channel to an- other level.


VIRTUAL INFRASTRUCTURE Strategically, sales leaders need to equip their teams with foundational


infrastructure – tools that facilitate the fluid communication and collabora- tion, network access hardware, and sales enablement support they will need to run virtual selling effectively. A strong virtual infrastructure can drastically expand sales coverage


10 | MARCH/APRIL 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


beyond the traditional bounds of ter- ritory and functional constraints. One thing worth consideration is that creating a strong prospect connection across virtual sales channels requires additional work and more investment. No matter how many channels you sell on, it’s vital that you create a con- sistent, unified customer experience across each of them.


FLUID COMMUNICATION To maximize virtual selling channel efficacy, it’s essential to implement processes that inform the entire sell- ing team with fast and transparent information about all client activity and engagement. This fluid communi- cation model puts managers in a posi- tion to make informed decisions and support quick actions by remote sales employees – without losing visibility on what’s going on. Planning and standardization of communication triggers is the un- derlying key to success here. What customer action should trigger a message to sales managers? What method of communication works best for what situation? All these elements should be established and known


STUNNINGART / SHUTTERSTOCK.COM


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