9 tips backed by science (and experience) to improve your virtual sales

Because selling is a two-way interaction, the science behind selling also integrates the other party into engagement: leads or customers, depending on what stage of the sales process they are in.

 

In this article we have put together the best takeaways and key tactics for making successful sales calls. As the customer-centric paradigm strengthens, you'll find that most of the tactics that have been included are buyer-focused.

 

Always start your sales calls in style. One study tried to find out how to increase room service tips for hotel waiters. To the researchers' surprise, all the waiters had to do was initiate the interaction with a positive comment.

 

How does this help you? Never start your sales calls or meetings by badmouthing the weather, the traffic, or if you are very busy all week. Start with a positive comment or anecdote. Think of a sunny day, your fun weekend plans, or when your favorite sports team wins a game. That gets most sales calls off on the right foot.

 

If you say that your competitor is of low quality and unreliable, your potential customer will not be able to avoid associating those characteristics with you. Even if it logically knows that you are talking about a third party. So whatever happens, when it comes to topics or rumors about your competition, always say, "No comment."

 

When you're with a potential customer or client, give them good feedback. However, make sure the labels are sensible and genuine. Don't try anything that might make people think you're being fake or trying to manipulate them.

 

For example, you can say, "You are one of our best customers" or "It's a pleasure doing business with you." Once the compliment is received, the customer will want to be one of your best customers or will try even harder to be a pleasant business partner.

 

When receiving sales calls that were established from meeting requests, it is good to articulate clear agendas and ask potential customers if they agree. This way, you can keep calls up to date and accomplish your tasks, while customers feel like they are in control of the conversation.

 

For example, you could say, “Well, I'm glad we can communicate today. I'd love to go over the topic and then be happy to answer any questions you may have. How about?".

 

Let your passion and enthusiasm for the product show through in your sales calls. Make it something you can pass on to your potential customer. In our experience, sales reps can accomplish this by standing up and making sales calls in a common space, rather than hiding in a cubicle or conference room.

 

As Danielle Morrill, who was CEO of Mattermark, says: "Speak up and proud!" There are those who prefer to walk while making their calls. Find your perfect spot and moves that make you feel more comfortable and motivated.

 

6. Emphasize wisely

Highlighting certain words or phrases is an effective communication tool. It helps you convey your message better.

Focus on your inflection, especially voice messages. Tidelift sales specialist John Marcus describes this as "makeup" calls. By adding emphasis to the right words, you will sound more passionate and articulate. At the same time you will also be more convincing.

 

7. Simplify the options

Too many options can easily confuse buyers. This can make it harder for them to select, rationalize, and affirm a purchase decision. Unless your client is a computer, information overload rarely offers benefits.

When describing your product, narrow down the number of options and features that you want your prospect to focus on. This way, you can make a decision quickly and feel more confident that you are not missing anything. Only when the possibility of defection or rejection becomes overwhelming, can you present more options.

 

8. Adopt intelligent product positioning

The way you highlight your product often makes the difference between a closed deal and a missed opportunity. Pioneering research in behavioral economics confirms that framing matters. For example, saving $ 10 feels different in various shopping scenarios (such as buying a smartphone or a shirt), even when the amount saved is exactly the same.

In many cases, relative positioning outperforms prices to make brands more attractive to consumers.

Packaging the product as a solution rather than just a commodity or service also increases the likelihood of conversion. At the end of the day, you perform better when you solve problems instead of selling products.

 

9. Clarify the value of the product

It makes it easy for potential customers to assess the subjective (emotion-based) and objective (fact-based) benefits of a product. Use storytelling and framing techniques to differentiate your product from other options available on the market.

Whenever possible, have a ROI calculator or formula on hand to help prospects quantify the benefits of the product when emotional triggers aren't enough to propel them toward a firm decision. In any case, it clearly demonstrates that the value customers receive justifies the price.

---

Science clearly plays a central role in exponentially improving sales performance. With machine learning and artificial intelligence on the rise, the influence of science in the world of sales is deepening. The key for tomorrow's sales professionals is to adopt science-backed sales techniques to improve and win.