Sales Maximization of Virtual Meetings

If the last year and COVID has done anything for our business acumen, it would be the importance of continued customer contact through any means possible including the benefit of a relatively new sales tool … virtual meetings (euphemistically most regularly referred to as Zoom and Teams).  Most of us believe virtual meetings will be with us for many years, and understanding how best to utilize it is imperative.

The reality is that most of us who did not utilize or understand the need for this resource now have multiple such meetings every day. The current issue becomes how to make these so worthwhile that your intended participant selects us to have the meeting. Or, another way of saying this is how do we battle people being “Zoomed Out”?

Like most methods of selling, I believe relationships are imperative when initiating these calls.  Try calling someone for a meeting when you do not know your intended customer or have a relationship, and your average, to put it in a baseball term, will likely be below the Mendoza line (batting less than .100 or less than 10%).

Making Virtual Meaningful

How do we make these calls meaningful and worth their taking time to view?  We can start by understanding the client’s (attendees’) needs rather than our own? 

5 Keys to Success

1. Make sure you send an agenda that will peak their needs and interests.
2. The old WIFM (What’s in It for ME) still holds.
3. Ask the lead you are trying to get if he/she has anything to add or would prefer not being discussed.
4. Give a time frame and keep to it.
5. If you want a second meeting or to hold their interest, keep them shorter and under an hour if possible.  Rather have an additional meeting to finish up than extend beyond the time frame you set. 

Years ago, I was at a meeting at United Engineers, a civil engineering firm that was building a nuclear plant.  One of those attending, besides the engineers, was the buyer for all electrical products. He excused himself for “15 minutes” as he said his key distributor called every Tuesday on the hour with updated info, back-order updates, answers from previous questions, and for new purchase orders.  Nearly 15 minutes later he returned to the meeting.  The buyer said he planned his Tuesday mornings for that one call, and how worthwhile it was to him.  When doing virtual meetings sticking to the subject matter and being consistent is important.

Virtual Training … Delivering on What is Important to Your Key Customer

An example of relevance and need is that engineers and contractors are required by most states to acquire annual CEU’s (Continuing Education Units) for maintaining their licenses. It used to be done easily through various courses given at night schools, meetings and other social gatherings.  This past year it has been more difficult to achieve them.  Our local Electrical Association holds them monthly, as do some manufacturers that have figured out the necessity.  State requirements differ, so often working with your local IAEI (International Association of Electrical Inspectors) group makes this function far easier.  They are well versed on their state requirements, and are often looking for speakers and opportunities to help their members.  They also have the forms to authorize approval when signed by them.  These CEU’s are not advertisements for a manufacturer.  They should be new products, techniques or methods for installations.  Being able to give CEU’s also requires a test at the end of the meeting (usually must be 1 ½ hours with 15 minutes for questions when we do them).  Those enabling CEU credits guarantees a larger audience.

Likewise, some manufacturers give certification classes in person enabling contractors to advertise their capabilities from the class and offering them continued assistance for their products.  We have found larger attendance when done virtually as contractors can be at various places and still able to participate fully.

Virtually Showing Products

If showing new products, we have found sending the samples in advance of the meeting date allow the customer to “touch & feel” the products as they are being presented. Sending prior to the meeting allows better questions if they have analyzed them before the call.  Following along as the product is presented also keeps their interest and their understanding of the product values.

And getting samples from the manufacturer is rarely an issue when they know there is a qualified, interested, audience.

Besides saving more on travel and food, consider the ability to get the right people into the meeting and the key to this may mean including more than one subject or product.  Essentially a buffet of ideas. This is no different than a historical rep sales call.

5 Cities, 1 Call, $100,000+ Order

One of our larger orders was done with our salesperson setting up the call, two product managers from the factory in different NY locations, and the regional manager in Pennsylvania.  The engineering company located in Washington, DC had 7 of their people on the call asking various questions, each of which were answered in a little over one hour.  The result was a 6-figure order for a technical product for a government building being built.  Imagine the cost if all were to get to the meeting together (let alone how long it would take to get a convenient date for everyone!).  We each shared the screen on design and operations that allowed for the approvals.

Entice Them

Giving enticements also helps attendance and participation.  An example is getting the address of where the attendees will be during the presentation and sending lunch to each.  If you were doing a “Lunch & Learn” you would be paying for their lunches, and this method allows you to control the cost.  Having an engineering meeting when they do the ordering can be far more expensive than anticipated or budgeted.

Another enticement we have found worthwhile for engineers, contractors or distributors is a simple token someone might use for their office or home.  Simple dimmers or anything from USBs, LEDs, flashlights etc. for attending or passing a test also works to improve attendance and listening.  It is not the gift as much as recognizing them and appreciating their being part of your presentation.

As a teacher must provide their lesson plans in advance of the school year, so must these meetings be similarly planned.    

Fortunately, it would now appear over the next few months without a setback, we will be returning to a degree of normalcy.  I think we might all agree that lessons learned over this past 12 months will not be forgotten, especially the importance and utilization of virtual meetings.  This medium will not disappear and likewise be used even more.  Presenting in a professional and caring manner is a new an extremely powerful tool if done successfully and its utilization takes work.

What has worked for you? Do you think these types of meetings will continue beyond COVID? Share your thoughts below.

Need ideas, give me a call or drop me a line.