VS29: Has Zoom Killed Selling As We Know It?
Enough already!!

VS29: Has Zoom Killed Selling As We Know It?

My contention after interviewing dozens of stakeholders including top sellers, C-level executives, and authors is that Zoom, while delivering some benefit to Sales, has done more harm than good.

B2B Sales has seen dramatic changes over the past few decades, but none as rapid or transformative as the shift to virtual selling. At the heart of this revolution is Zoom, the video conferencing platform that has reshaped the landscape of how businesses connect and communicate. My contention after interviewing dozens of stakeholders including top sellers, C-level executives, and authors is that Zoom, while delivering some benefit to Sales, has done more harm than good.


How do I really feel about it? Here is a clip from the Sales Is King Podcast:

Time is up

https://www.dhirubhai.net/posts/dansixsmith_b2bsales-podsales-relationship-activity-7200915796728889344-zMct?utm_source=share&utm_medium=member_desktop

The Rise of Virtual Selling

Before the pandemic, in-person meetings were the gold standard for B2B sales. The handshake, the in-office presentation, and the post-meeting dinner were all critical components of building relationships and closing deals. However, as global events forced companies to pivot to remote work, Zoom and similar platforms quickly became the new norm. What started as a temporary solution has now become a staple in the sales process.

Pros and Cons

Pros:

  1. Efficiency: Zoom has drastically cut down on travel time and expenses. Sales teams can now meet with multiple clients in a day without leaving their office. This efficiency 'theoretically' means more meetings, more touchpoints, and potentially more deals.
  2. Wider Reach: With the geographical limitations removed, sales reps can connect with prospects and clients across the globe with ease. This has opened up new markets and opportunities that were previously cost-prohibitive.
  3. Accessibility and Convenience: Virtual meetings can be scheduled with little notice, making it easier to connect with busy executives. This flexibility has increased the likelihood of securing meetings with key decision-makers.
  4. Data and Analytics: Zoom and other platforms offer recording and analytics features, allowing sales teams to review meetings, assess engagement levels, and refine their pitches. This data-driven approach can lead to more effective sales strategies.

12 calls per day with the dog jumping in your lap or a handful of quality in person meetings? I choose the latter.

Cons:

  1. Loss of Personal Connection: The subtle nuances of in-person interaction—the handshake, body language, and even the casual chat over coffee—are harder to replicate on a screen. Building trust and rapport can be more challenging without face-to-face contact.
  2. Technical Issues: Internet connectivity, software glitches, and platform fatigue can disrupt meetings and affect the overall experience.
  3. Increased Competition: With barriers to entry lowered, more competitors can enter the fray, making it harder to stand out. The virtual environment can also make it easier for prospects to disengage or multitask during meetings.
  4. LAZINESS! Zoom has lulled many reps into a new world which includes staggering from Zoom call to Zoom call to a growing faceless sea of uninterested stakeholders.
  5. Lost focus and organization: 12 calls per day with the dog jumping in your lap or a handful of quality in person meetings? I choose the latter.
  6. Weaker relationships: It is hard to believe, but In-person has turned into a differentiator these days. it is a challenge to get to really know someone over Zoom versus sitting in front of them, whiteboarding and spending focused/quality time with them.


The reality, though, is that we will continue to see a mix of zoom and in person. The goal is to swing more to in person particularly earlier in cycle(for discovery, design-think, etc) and then again late in cycle(to seal the deal). The prevailing thinking is to leverage zoom to move a lot of the admin follow up calls through the cycle and to reinforce the selling process along the way. Is the jury still out for you or do you have an opinion on this? Let me know. Comment and repost ?? to open up the conversation.


Dan Sixsmith is the SVP, Value at Mediafly. He is the creator and host of the Sales Is King Podcast



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