“Modern” selling?

I retired from B2B selling in 2022.  It was the beginning of the end and the end of the beginning of how we were about to sell – online; virtually; I submit impersonally. 

Although lots been said and written about companies demanding employees return to the office, there is virtually no discussion about virtual selling.  I suspect many modern sellers believe they’re skilled with their online salesmanship.  I wonder.  Julie Hansen wrote in her book  Look My In The Eye ©: 

Take a bow if you rose to the challenge of connecting with your customers, partners, or teams when the 2020 pandemic hit… But… That initial bar was pretty low:

      Got a Zoom account?      Check

     Camera on?     Check

Find a spot where the family won't wander in half-naked?     Check

Initially, we were so delighted to have the ability to hear and see each other again that turning on our camera seemed sufficient...

In addition to the physical distance created by virtual communications, there is a gaping emotional divide that stretches between you and your customer, straining existing relationships and keeping new ones from getting past "you're on mute”. 

I sure hope modern sellers have moved past “you’re on mute”.  But what about setting clear expectations with the customer?  That’s hard enough to do face-to-face.  Add in the virtual aspect and… I wonder.  Jill Konrath in her book Selling to Big Companies ©: 

It doesn't matter what you say; what matters is what your customer hears.

 

Ironically, the solution to meet this challenge was developed literally last century.  50 years ago Phillip S. Wexler in his book, Non-Manipulative Selling © provided this, regardless of virtuality: 

Step A: Check the Trust Bond

Step B: Mutually outline tasks and responsibilities 

Verbally clarify and confirm what each of you - the sales person and the client - will do to make the solution work.  Follow this with a written agreement concerning who is to do what, by when, and how...  To avoid misunderstandings and loss of trust, be sure to specify and solidify the details of the mutually accepted agreement.  It is the sales person’s responsibility to do this - not the client's. 

When I was a practitioner, it was called the “JEP”.  A Joint Execution Plan (emphasis on the “joint” part).  It was my responsibility as a professional salesman to draft the JEP; review it with my customer; update it with the customer’s input; and then maintain it to fruition. 

I believe modern B2B selling is less about virtual meeting platforms; AI; or any other technological trinkets.  It’s about the customer.  It’s always been about the customer.  And in a virtual selling environment, setting accurate customer expectations then meeting those expectations is more challenging than ever.  Modern selling is more project management and less salesmanship. 

If you’re in the profession, try a JEP.  And if you don’t know how give me a call.  We’ll schedule a Zoom and I’ll show you. 

GAP 

When life gets tough we could get a helmet… or… we could leverage the peace and share the power of a positive perspective.