BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 16

FEATURE

|

BY MARK MITCHELL, WHIZARD STRATEGY

ISTOCK.COM/RIDVAN_CELIK

TIME FOR BUILDING
MATERIALS TO GO
ALL-IN ON VIRTUAL
SELLING
This article is reprinted from www.seethewhizard.com
with permission.

V

irtual sales are here to stay. Even when
business travel, showing up at the office,
trade shows, sales meetings and in-person
sales calls return, virtual communication will be
part of the new normal.

Salespeople will be more
selective about which customers
are worth the investment in time
and travel costs for in-person
meetings. Customers will also
decide if they would rather meet
virtually instead of meeting in
person. The big question everyone
will ask is, " Could we handle
this online? "
Sales leaders who want to stay in
regular contact with their sales team
have discovered that apps such as
Zoom enable them to have weekly
sales meetings without convening
everyone in the same room. They
can identify issues early and keep
their salespeople focused and
continually improving.
In-house sales and customer
service people now have an
additional way to communicate
with customers and build stronger
relationships.
This is a promising development.
There's only one problem: very
few salespeople know how to
sell virtually.

IF VIRTUAL COMMUNICATIONS
ARE SO IMPORTANT, WHY
ARE WE SO BAD AT IT?
Let's say you land a meeting with
a large prospect that you've been
working hard to get. What are your
next steps?

16

NEWS MAGAZINE | BSIA NEWS | SPRING 2021

You will probably do a lot of
planning and preparing. You won't
just show up to the meeting with a
presentation you put together last
minute. You'll work on it, hone it and
rehearse your key points.
You'll consider your dress and
appearance. You'll want to make a
great first impression - or at least
avoid making a bad one.
You'll take that meeting very
seriously.
Now, imagine the sales call takes
place online. Are you going to put the
same amount of work into it?
Sadly, few people do. When we went
to remote work and shifted from the
suit and tie to business casual, many
salespeople took that as permission
to appear on sales calls in attire they
would never wear to the office.
It's even worse when you are
having a virtual call with an existing
customer. You both know each other
so it's easy to be more casual than
you would in person.

VIRTUALLY COMMUNICATING
IS NOT JUST ABOUT HOW
YOU DRESS, IT'S A NEW
SKILL TO BE LEARNED
Selling virtually isn't just about how
you dress - it's about how well you
present yourself on video.
That means doing more than just
getting a fresh haircut and wearing the

right clothing. You also have to learn
how to use the tools that will effectively
put you in touch with your customers.
You have to use your laptop and
your smartphone but also the latest
apps that your customers like to use,
whether it's Zoom, Skype or another
video conferencing platform.
You also need to know a thing or
two about working your camera and
making sure your sound and image
are coming through crisp and clean.
Unfortunately, that's not as intuitive
as it seems and plenty of people mess
it up. Thankfully, the learning curve
isn't too steep.

THE BIGGEST MISTAKES
PEOPLE IN BUILDING
MATERIALS MAKE ON
VIRTUAL CALLS
1. Poor Lighting
I am on up to three Zoom calls
a day. The most common and
easy-to-fix problem is not having
enough light on your face. If your face
is so dark that I have trouble reading
your expressions, we might as well be
on a phone call.
Before an official call, turn on Zoom
or whatever platform you use and look
at how your face is lit. If it's too dark,
the problem is probably that what's
behind you is brighter than your face.
Close the curtains or move to another
location to lighten your face.


http://www.ISTOCK.COM/RIDVAN_CELIK http://www.seethewhizard.com

BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021

Table of Contents for the Digital Edition of BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021

CHAIR’S MESSAGE
BOARD OF DIRECTORS
WAVE OF THE FUTURE – PRODUCT EXPO AND PK SESSIONS
BSIA NEWS AND EVENTS
CALENDAR OF EVENTS
IN MEMORIAM
ORION AWARD PRESENTATIONS
BURSARY RECIPIENTS
TIME FOR BUILDING MATERIALS TO GO ALL-IN ON VIRTUAL SELLING
LAST WORD
BSIA’S AFFINITY PARTNER PROGRAM & BENEFITS
PRODUCTS AND SERVICES MARKETPLACE
INDEX TO ADVERTISERS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - Intro
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - bellyband1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - bellyband2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - cover1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - cover2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - CHAIR’S MESSAGE
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - BOARD OF DIRECTORS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - WAVE OF THE FUTURE – PRODUCT EXPO AND PK SESSIONS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 7
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 8
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 9
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 10
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - CALENDAR OF EVENTS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - IN MEMORIAM
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - ORION AWARD PRESENTATIONS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - BURSARY RECIPIENTS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 15
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - TIME FOR BUILDING MATERIALS TO GO ALL-IN ON VIRTUAL SELLING
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 17
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - 18
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - LAST WORD
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - BSIA’S AFFINITY PARTNER PROGRAM & BENEFITS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - PRODUCTS AND SERVICES MARKETPLACE
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - INDEX TO ADVERTISERS
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - cover3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Spring 2021 - cover4
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