RAIN-虚拟销售的技能和挑战（英文）-2020.8-16页_1mb

Summary of "VIRTUAL SELLING: SKILLS & CHALLENGES"

Core Content

The document explores the challenges and opportunities of virtual selling in the post-pandemic business environment. It highlights how the global pandemic has significantly impacted sales, with most organizations experiencing negative effects. Sellers must now adapt to a virtual selling landscape, which presents unique difficulties in engaging buyers, building relationships, and demonstrating value.

Main Challenges for Sellers

Top 2 Virtual Selling Challenges

1. Gaining a buyer's attention and keeping them engaged virtually

   • 89% of buyers find this very or somewhat challenging.
   • Sellers struggle to maintain focus in a virtual setting, where distractions are common.

2. Changing buyer's point of view on what's possible or how to solve a problem

   • 91% of buyers find this very or somewhat challenging.
   • This is a core part of consultative selling, requiring sellers to educate and challenge buyers' thinking.

Other Major Challenges

• Developing relationships virtually (88% find this challenging)
• Connecting with buyers and building rapport (87% find this challenging)
• Technical competency (both sellers and buyers)
• Lack of emotional/behavioral cues in virtual interactions
• Using virtual technology and tools effectively
• Making the ROI case clear
• Educating buyers with new ideas
• Reaching out to set meetings
• Negotiating effectively

Buyer Purchase Decision Influences

Buyers are most influenced by the following factors when interacting with sellers virtually:

1. Leading a thorough needs discovery (71% highly influential)
2. Showing what's possible or how to solve a problem (68% highly influential)
3. Listening to buyers (68% highly influential)
4. Making a clear ROI case (66% highly influential)
5. Educating buyers with new ideas (64% highly influential)
6. Communicating value (60% highly influential)
7. Building relationships (54% highly influential)

Seller Effectiveness vs. Buyer Expectations

Despite the importance of these skills, sellers are generally ineffective in these areas:

• 26% of buyers believe sellers are skilled at leading a thorough needs discovery virtually.
• 34% of buyers report that sellers are skilled at showing what's possible or how to solve a problem.
• 26% of buyers say sellers are competent listeners.
• 16% of buyers say sellers are very effective at making the ROI case.

These skill gaps are significant and affect buyer experiences negatively. For example:

• Sellers who don't listen are often seen as untrustworthy.
• Sellers who fail to make a clear ROI case are perceived as not worth the investment.
• Sellers who don't differentiate themselves are seen as interchangeable, with price being the deciding factor.

Top Seller Mistakes According to Buyers

Buyers report the following mistakes as common:

1. Technology problems
2. Poor visuals
3. Non-responsiveness
4. Lack of preparation
5. Not engaging buyers effectively
6. Not using virtual tools to their fullest
7. Not building rapport
8. Not being professional in virtual meetings

Key Takeaways

• Virtual selling is a new norm that requires significant adaptation from sellers.
• Sellers must focus on core skills such as needs discovery, ROI demonstration, and relationship building.
• Many sellers are not yet proficient in these areas, leading to poor buyer experiences.
• Technology and tools are essential but must be used effectively to engage buyers.
• Change is necessary, and those who adapt will be more successful in the virtual selling environment.

Recommendations

• Improve listening skills to better understand buyer needs.
• Enhance ROI communication to justify the investment.
• Develop virtual relationship-building techniques to create trust and rapport.
• Use virtual tools strategically to maximize engagement and collaboration.
• Invest in virtual selling training to close the skill gaps and improve effectiveness.

Additional Resources

RAIN Group offers a comprehensive virtual selling curriculum, including:

• Virtual Selling Essentials
• Foundations of Virtual Consultative Selling
• Advanced Virtual Consultative Selling
• Winning Major Sales Virtually
• Virtual Strategic Account Management
• Virtual Sales Prospecting
• Managing Sellers Virtually

These programs are designed to help sellers and managers develop the necessary skills for success in a virtual environment.

Conclusion

Virtual selling is not just a temporary shift but a lasting transformation in the sales industry. Sellers who embrace this change, understand buyer priorities, and improve their virtual selling skills will have a significant advantage over their competitors.