What are the benefits and challenges of consultative selling in a remote or virtual setting?
Consultative selling is a sales approach that focuses on understanding the customer's needs, challenges, and goals, and providing tailored solutions that add value and build trust. It is different from transactional selling, which is more product-centric, price-driven, and short-term oriented. Consultative selling can help you increase customer satisfaction, loyalty, and retention, as well as cross-sell and up-sell opportunities. But how do you apply consultative selling in a remote or virtual setting, where you may have less face-to-face interaction, rapport, and feedback from your prospects and clients? In this article, we will explore some of the benefits and challenges of consultative selling in a remote or virtual setting, and share some tips and best practices to overcome them.
One of the benefits of consultative selling in a remote or virtual setting is that you can reach more potential customers and markets, without being limited by geography, time zones, or travel costs. You can also be more flexible and responsive to your customer's preferences and availability, and offer them multiple channels and formats to communicate and engage with you. For example, you can use email, phone, video conferencing, chat, webinars, podcasts, social media, or online platforms to share information, demonstrate value, and build relationships.
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I've been working in remote scenarios since 2001 and have done quite well. For the Prospect and me, it's much easier logistically to have a video call with multiple people as opposed to traveling on site. I've had as many as 5 video meetings in one day in some roles and that would have taken 1 to 2 weeks easily if they were done on site considering travel. People have adjusted well to video post pandemic and it can work in everyone's favor. Prospects are also much more eager to schedule video meetings since they often work remote as well
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Unlocking New Horizons: The Advantages of Consultative Selling in Remote Settings. Enhanced Reach: Virtual platforms allow you to connect with clients globally, expanding your market and potential client base. Flexibility: Remote selling offers flexibility in scheduling meetings and conducting consultations, catering to the varied schedules of clients. While consultative selling in a remote setting offers numerous benefits, such as broader reach and flexibility, it also comes with challenges that require adaptability and innovative solutions to effectively engage clients and drive sales.
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Remote and virtual settings remove geographical barriers, allowing sales professionals to connect with clients across different regions or even continents. This expanded reach opens up new markets and opportunities, enabling consultative sellers to engage with a diverse client base and gain exposure to a broader range of challenges and perspectives. Remote work environments offer greater flexibility for both sales professionals and clients. Virtual meetings can be scheduled at mutually convenient times, accommodating different time zones and busy schedules. Clients appreciate the convenience of not having to host on-site meetings, while sales professionals can optimize their schedules and maintain a better work-life balance.
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Just like automation in Dental allows the Dr to spend more time and focus on their patient, there are more virtual tools today that allow us to Interact with customers/prospects when convenient for them. This provides more time for listening instead of sharing when we do have one on one interactions. Technology, if used correctly, can improve relationships instead of replace relationships. Stronger relationships results in more referrals and sales.
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Consultative selling in a remote or virtual setting offers benefits such as increased flexibility, cost reduction, and a wider reach to potential customers. It allows sales professionals to connect with clients from different locations without geographical limitations. However, challenges include difficulties in building trust and rapport, potential miscommunication due to lack of face-to-face interaction, and the need for adapting sales strategies to suit virtual environments. Overcoming these challenges requires effective use of communication tools and techniques to maintain strong client relationships.
One of the challenges of consultative selling in a remote or virtual setting is that you may have less personal connection and trust with your customer, compared to face-to-face interactions. You may miss some of the non-verbal cues, such as body language, facial expressions, and tone of voice, that can help you gauge your customer's interest, emotions, and objections. You may also have more distractions and interruptions, such as background noise, technical issues, or other tasks, that can affect your attention and engagement. To overcome this challenge, you need to be more intentional and proactive in creating rapport, empathy, and credibility with your customer. For example, you can use video calls whenever possible, show your face and smile, use your customer's name and personal details, ask open-ended questions and listen actively, share relevant stories and testimonials, and follow up promptly and consistently.
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One of the primary challenges of consultative selling in a remote or virtual setting is the difficulty in establishing rapport and building trust with clients. Face-to-face interactions and nonverbal cues can be limited or lost in virtual meetings, making it harder to create personal connections and foster a sense of trust, which is crucial for successful consultative selling.
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Navigating the Digital Divide: Challenges of Trust in Remote Consultative Selling. Limited Personal Connection: Building rapport and establishing trust can be challenging in a virtual setting, where face-to-face interactions are limited. Trust Building: Building trust without physical presence requires innovative communication strategies and active engagement to convey authenticity and credibility. While consultative selling in a remote setting offers benefits such as convenience and cost-effectiveness, the challenge lies in fostering trust and building solid relationships, requiring adaptability and effective communication strategies.
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Below are few tips to address this challenge: Leverage Video Conferencing: Use video conferencing platforms to conduct meetings whenever possible. Create Personalized Interactions: Take the time to personalize your communication with each prospect. Reference past conversations, shared interests, or mutual connections to demonstrate that you've done your homework. Focus on Building Trust: Be transparent, reliable, and consistent in your interactions with prospects. Follow through on your commitments and deliver on your promises to establish trust over time. Share relevant case studies, testimonials, or success stories to demonstrate your credibility and track record. Lastly, Follow Up Consistently and Effectively!
Another benefit of consultative selling in a remote or virtual setting is that you can leverage more data and insights to understand your customer's needs, behavior, and preferences, and tailor your solutions accordingly. You can use various tools and platforms to collect, analyze, and visualize data, such as web analytics, CRM systems, email marketing software, social media analytics, or online surveys. You can also use data to measure and improve your sales performance, such as conversion rates, customer satisfaction scores, retention rates, or revenue growth. By using data and insights, you can provide more value and relevance to your customer, and demonstrate your expertise and professionalism.
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Uncovering Insights: The Data Advantage of Remote Consultative Selling. Data Accessibility: In a remote setting, digital tools and platforms provide access to customer data and insights, enhancing understanding and personalization. Enhanced Analytics: Remote consultative selling allows for detailed tracking and analysis of customer interactions, enabling more informed decisions and strategies. While remote consultative selling offers the advantage of leveraging data for personalized selling, it also presents challenges, such as maintaining engagement and building relationships in a virtual environment.
Another challenge of consultative selling in a remote or virtual setting is that you may face more competition and differentiation issues, as your customer may have more access to information, options, and alternatives online. You may also have less opportunity to showcase your unique selling proposition, brand personality, or competitive edge, as your customer may compare you with other providers based on price, features, or reviews. To overcome this challenge, you need to be more strategic and creative in positioning yourself and your solutions as the best fit for your customer's needs, goals, and values. For example, you can use social proof, case studies, testimonials, or referrals to highlight your success stories and results, use storytelling, humor, or emotion to connect with your customer's pain points and aspirations, or use value-added services, incentives, or guarantees to differentiate yourself from your competitors.
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Navigating the Virtual Marketplace: Standing Out in Remote Consultative Selling. Increased Competition: In a remote setting, the digital marketplace is more crowded, making it challenging to differentiate your offering and capture attention. Focus on Differentiation: Remote consultative selling requires a strong focus on showcasing unique value propositions and tailored solutions to stand out amidst competition. While the virtual setting offers opportunities for broader reach and flexibility, it also demands innovative strategies to differentiate and succeed in a competitive landscape.
The last benefit of consultative selling in a remote or virtual setting is that you can access more learning and development opportunities to enhance your skills, knowledge, and confidence. You can use online courses, podcasts, blogs, books, or webinars to learn from experts, peers, or mentors in your field or industry. You can also use feedback, coaching, or mentoring to improve your sales performance, identify your strengths and weaknesses, and set your goals and action plans. By investing in your learning and development, you can stay updated with the latest trends, best practices, and innovations in your field or industry, and provide more value and quality to your customer.
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Unlocking Growth: The Learning Opportunities of Remote Consultative Selling. Enhanced Learning Environment: Remote consultative selling provides access to online resources, webinars, and virtual training programs, fostering continuous learning and skill development. Personalized Development: Sales professionals can tailor their learning journey to their specific needs, focusing on areas directly impacting their consultative selling approach. Embracing the virtual landscape of consultative selling offers convenience and flexibility and serves as a platform for ongoing learning and professional growth.
The last challenge of consultative selling in a remote or virtual setting is that you may need more self-management and motivation to stay focused, productive, and motivated. You may have less supervision, guidance, or support from your manager or team, and more autonomy, responsibility, or accountability for your results. You may also have more challenges in balancing your work and personal life, managing your stress and emotions, or coping with isolation or loneliness. To overcome this challenge, you need to develop and maintain good habits, routines, and systems that can help you manage your time, energy, and resources effectively. For example, you can set clear and realistic goals and priorities, create a comfortable and organized workspace, schedule regular breaks and activities, track your progress and celebrate your achievements, seek feedback and support from others, or reward yourself for your efforts.
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