Remote Selling has become an important focus for every sales organization. Digital sales technologies, by default, are what enables remote selling. In this interview series, we ask executives at leading salestech companies to describe how their customers are leveraging technology, what metrics are now possible, and more.
Q: What are your customers doing to adapt to - or leverage - the trend towards distributed sales teams and remote selling?
Lee: We’re seeing our customers looking to close some of the gaps that the sudden shift to all remote selling created. These include team member knowledge sharing and coaching, context for when reps should do this or that, the need for everyone to be on the same page, and the challenges of creating trust and making a personal connection with customers.
Because our Flipdeck solution makes it easy for reps to get the content they need, we’re seeing our customers curate rep and sales-facing information into logical groupings with bite-sized pieces. Then, this curated content is pushed out to put everyone on the same page (literally). Learning and selling content can be combined with context for use by experienced sellers, so others on the team tap into that experience.
Q: What metrics should customers of Sales Enablement solutions use to measure the impact or progress of their activities?
Lee: The metrics I look for on the rep side are about strength of engagement. First, I’m looking for power users. Who are those reps or marketing users that are really digging in? These are often the pioneers and innovators, and they serve as examples for others to follow.
Next, I’m interested in understanding how many sellers have incorporated Flipdeck into their regular sales cadence. I also assess the periodic users, the “one and done” group, and the “never signed in” group. There are important things to learn from each.
On the content side, it’s also about engagement. I’m looking for which content is consumed and shared the most, the least, and in the middle — and checking that against the company’s sales strategy. This can be very enlightening for Marketing and Sales Management to have a window into what conversations are taking place.
Q: What steps can Sales Enablement solutions users take to best facilitate their prospects’ decision-making given that interactions are likely remote?
Lee: Make sure your content for decision makers “travels well” within your prospect organization. Decisions are often made in companies at several levels. How does your content travel? If you’re emailing to a contact person, you don’t really control the delivery and presentation.
They may do a great job or a horrible job portraying you and your offering. Instead, a collection of Flipdeck cards created specifically for an account or deal becomes a “home base” for stakeholders. As you update information, the content changes instantly.
Flipdeck collections use a single URL that gives you control of what you’re presenting. One of the things you can include is information about you. Sometimes it’s the little things that create a competitive differentiation or smooth over a barrier to decision making.
We recommend our users with customer contact create a Flipdeck card or cards so buyers can get to know them. Pictures, video, and links can put a face on your offering beyond just your company logo. People buy from people, and remote selling can put a strain on that — but you can use Sales Enablement and Engagement solutions like Flipdeck to be personalized and relational in your content delivery.
Q: What are one or two examples of how a customer is using your solution in surprising ways.
Lee: We have a customer that is making extensive use of “Flipdeck Collections” to create groupings of content that will help orient reps. The interesting part is that they are linking to those collections from inside PPT files, from SharePoint intranet pages, and from social media posts.
This underscores one of our key tenets of Flipdeck: when it comes to your tech stack, it’s an “AND” not an “OR.” Flipdeck works great with your existing tools, and you don’t need to move the content.
Q: : How should presentations be different when they’re given remotely?
Lee: Presentations are more boring remotely. Maybe it’s because live presentations give you more to look at, and the different forms of communication and reading interest and energy are more apparent.
Presentations should be conversational and key off of what the buyer cares about most — and you should move to a topic right then, not 20 minutes later in the deck. I’d rather have a conversation that’s anchored by one big idea supported by a slide, matrix, or Flipdeck collection page.
A Flipdeck collection page connects to other topics if you need to go there. If you don’t, you don’t click on the card. Flipdeck collections make it easy to present this way, and when the call is over, you simply send the link to the collection, so everyone has everything you covered — even things you didn’t have time for. Plus, as you make changes, everyone gets the latest.
Q: What should sellers do differently when giving remote demos?
Lee: This may seem obvious, but turn your camera on. In a short period of time, the camera on or camera off status has started to convey meaning to some — whether intentioned or not. It’s important to establish rapport, and a live video of you is way better than your profile image or an avatar (assuming you’ve dressed for the occasion).
Other tips include anticipating where things could go in the conversation and stage beneficial content in advance, so you don’t have to go hunting for it on camera. Flipdeck is great for this. Also, try and keep things two-way without pausing to say, “Does that make sense?” every 5 minutes.
Lee Mayfield is an entrepreneur and the founder and President of Presentek, the creator of Flipdeck. He developed the idea for Flipdeck in response to customers looking for a simple, visual way for Sales reps to locate and share relevant content with buyers. Follow Lee on LinkedIn
Flipdeck gives reps a simple way to access content they need and deliver the right sales content to customers. Flipdeck uses the easy-to-understand idea of visual cards organized into decks, which helps any rep find content quickly. Click here for remote selling tips – https://flipdeck.com/virtual-selling