Blog #102 Talking to clients on the phone? STOP!!!!

How odd, a B2B sales coach advocating for the end of phone calls… or so it would seem?

We are, like it or not, in the new age of the Covid reality. Although “change” is still in it’s infancy for all intent and purposes, the world of business has absolutely changed, and will remain irretrievably changed for some time to come. While still much remains unknown, what we can reasonably conclude is that how we interact with customers and clients has changed. Gone are the days of frequent in person meetings. That’s not to say they won’t happen, but they will be fewer and farther between. Clients will remain cautious and reluctant about close physical proximity to those they either don’t know, or don’t have to know.

As professional sales people, we know that communication and staying in touch is paramount to good customer stewardship. Right on page one of the professional sales person textbook is that relationships are core to healthy business connections, and relationships require connection and communication to sustain.

Anyone who has been selling long enough, and in particular the B2B sales professional will tell you that the in person meeting trumps all. Getting a client to commit to meeting is always more valuable than other forms of connection. Unfortunately, that’s not going be a readily viable solution for now, or likely a long time to come.

The next best alternative is face to face. While not “in person”, a face to face meeting is the next best option, and vastly more valuable than a phone call. In person meetings are three dimensional. One experiences eye contact, can observe body language and believe it or not, even things like collateral activity or even scent, play a role in the meeting place.

Phone calls are unidimensional, that is, all you have is voice, the rest left to the participant’s imagination. But virtual calls offer more. Virtual calls, calls with a video link where participants are able to see and experience one another in real time, are the better option of the two.

This may seem simple, but in my experience sales people all too often default to the phone call because “it was just easier” or “my client pushed back” or “I don’t know how to use the technology” etc.

Let me be direct. As knowing how to qualify a client, or conduct a needs assessment are considered to be bare essential skill sets for a sales person, knowing and understanding how to use and implement video conferencing technology will now be considered essential. If you don’t know which product works best for you, find out. If you already have access to a platform, perhaps provided and funded by your employer, learn how to use it. And not just for yourself, but to a level of proficiency such that you can instruct and coach clients who may fear or be reluctant to engage online through the process.

Want the basic 101 …

1) As I said, choose a technology and learn it inside out. Make sure it’s user friendly, and not just from your end. Be sure to also evaluate how easy it will be to use at the client’s end, where they very likely may be having a first experience with your particular technology.

2) Have a valid reason to push for the video vs. phone call. Use a platform that allows for screen sharing or document presentation which justifies the purpose of face to face instead of voice to voice

3) Establish in advance if your client is video capable. Do they have a web cam? Make sure you’ve sourced easy and cost effective options if they don’t. You want to minimize effort required for them to engage. Webcams are available on Amazon for as little as $20, widely available at other outlets.

4) Be sure to conduct the audio portion of the meeting on a conventional phone connection. This way, you’ll be able to coach clients through the log on process if they need help without being dependent on the virtual connection.

5) Be conscious of your background. Conducting a video call from your bedroom with last week’s laundry strewn in the background isn’t the image you want to project. Believe it or not, I’ve had that experience. At home? Pick a location with a blank, preferably white wall in the background. Failing that, you can even hang a sheet or other back drop to achieve the desired effect.

6) Be appropriately dressed and groomed. Just remember, remote doesn’t equal casual. You’re still representing your organization, and even more importantly, your own personal brand.

7) Don’t use clients as guinea pigs. Make sure you test the platform and the entire process from logging on to terminating the call with a friend or associate. Be sure to test using multiple browsers. Not all applications support all browsers, and most function best on one or two.

8) IMPORTANT! Make sure to use a high quality audio device. Cheap ear buds, or devices that place the microphone too far away will make your voice sound mottled or, frankly, unprofessional. Now is the time to invest in a high quality headset. Remember, after your physical appearance, the way you sound is the next most important representation of your brand. Under NO CIRCUMSTANCES use speaker phone. Particularly with “older generation” clients, using speaker phone is often perceived as arrogant or self-important. If you’re on a budget, Apple AirPods are excellent for phone applications, crisp and clear.

Finally, don’t expect all your clients to be amenable to meeting online at first. But with gentle persistence, and providing a user friendly option, more and more will agree to meet online.

Blog #102 Talking to clients on the phone? STOP!!!!

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