In the past, many B2B deals were struck face-to-face. Today, virtual selling has become the norm.
But this shift didn’t occur overnight. Over time, many consumers started embracing the convenience of buying online. Eventually, the preference for digital interactions took over.
The pandemic played a huge role in this digital shift. Though the pandemic lockdowns are behind us, Virtual selling is here to stay.
What is Virtual Selling?
As you’ve probably guessed, virtual selling refers to a sale completely orchestrated by technology; however, it’s not the same as simply making a sale online.
The difference is that virtual sales utilize technology to facilitate a process typically designed for in-person interactions. In simple terms, virtual sales involve sales representatives connecting with prospects or customers through video calls, emails, phone calls, and other online tools, rather than meeting them face-to-face.
Virtual selling has become popular due to its cost-effectiveness, as there is no need to travel to make a sale. Helps you reach a global audience and supports a hybrid work culture.
Lack of personal Touch
In-person meetings naturally build rapport, handshakes, eye contact, and body language were very important to make a sale. In virtual settings, that intimacy disappears. Sales reps often struggle to create genuine human connections over video calls or emails. This can leave virtual sales feeling a bit distant, hollow, and mechanical.
Inability to Build Trust with the Prospect
Trust is the foundation of successful sales. But in a virtual environment, leads are more skeptical and often harder to read. Without face-to-face interaction, it’s tougher to build credibility. While connection over a distance is one of the biggest benefits of virtual selling, it can also be a drawback.
Information overload
Virtual selling often leads to a digital dump, sending decks, links, PDFs, images, and videos all at once. Your lead tends to become overwhelmed trying to juggle all the different documents at once. Also, sometimes, important messages get lost in all the noise.
Product Demos Lose Nuance
In a virtual presentation, it’s harder to read the room. Is the prospect confused? Bored? Impressed? These subtle cues are lost over screens, especially when cameras are off.
This causes you to miss opportunities to clarify, excite, or dive deeper into a topic.
Reduced Collaboration and Impacted Team Dynamics
Sales thrive on collaboration. In a virtual setting, reps often miss out on impromptu brainstorms, peer learning, and energy from the team. This can lead to isolation and reduced performance. 33% of employees worry about what remote work can do to a company’s culture, especially when it comes to connection, communication, and collaboration.
Obstacles to Engagement and Interactions
In a face-to-face meeting, it is easier to hold someone’s attention. Online, the prospects are distracted, multitasking, or simply not present. It’s harder to spark interest, especially in longer meetings or group calls.
Communication Lag
Communication in virtual selling can feel slow, whether it’s a tech delay or email back-and-forth. Misunderstandings are more likely, especially across multiple time zones. When you’re in the same room as a buyer, you can get their feedback immediately. With virtual selling, there may be a lag in communications.
Distractions
Virtual environments are full of distractions for both reps and prospects. Notifications, kids, pets, or even poor internet access or bad home office setups all chip away at focus and professionalism.
Different Required Skills
Virtual selling demands strong written communication, on-camera confidence, and technical fluency. Traditional sellers may struggle. Without training, even great reps can feel out of place.
Organizations must provide the right training and sales enablement to ensure sales build the right skills for virtual sales.
Technology Challenges
Frozen screens, dropped calls, audio issues, it’s all too common. Tech problems not only disrupt the flow but can also damage credibility. It feels unprofessional, no matter how much effort you put in.
