Creating Lasting Impressions with CxOs: Closing Sales in the Digital Space

As digital transformation is solidified, business leaders and salespeople are making the best of both virtual and physical spaces for their professional dealings. In fact, HubSpot found that 63% of sales leaders believe that virtual sales meetings are just as or more effective than face-to-face meetings. On the customer side, 75% of B2B customers prefer remote sales interactions over face-to-face, according to McKinsey.  

So, while the age-old skill of reading body language to gauge interest levels and finishing a meeting with a firm handshake can still play a part in your in-person sales meetings, the virtual space holds just as much promise.  

McKinsey predicts that hybrid sales strategies will dominate by 2024, meaning that salespeople need to continue honing their in-person skills while building up further virtual communication capabilities to ensure success.  

As a salesperson, how can you leverage the best of both worlds to make a lasting impression with CxOs and successfully close deals in a digital space? 

1. Network

The fundamental tool of any salesperson, networking has evolved in recent years to encompass both physical and virtual events. The refinement of virtual networking has rapidly solved the issue of distance for many professionals, enabling the creation of vibrant digital communities where people can make connections, work together, and share knowledge regardless of location. 

Getting involved in different LinkedIn groups, for example, can be beneficial when trying to establish a network of people in specific industries or shared interests. They’re already in the same space, ready to connect with you. This greatly increases the quality of contacts you can make and allows the easier establishment of relationships.  

Virtually networking also presents a larger opportunity to network with executives who are farther away – allowing you to break into newer markets – and communicate on the go. The digital space gives salespeople the opportunity for a more targeted approach to networking.  

Having said that, it’s important nowadays for salespeople to learn how to bring digital connections into the real world. For example, you could attend in-person networking events and connect with prospects that you’ve already linked with online. Meeting face-to-face after establishing a virtual connection is a great way to strengthen that professional relationship. The same can be done and vice versa – where you meet a prospect in-person and continue to strengthen that relationship in the digital space via LinkedIn or follow-up emails.  

Adopt a multichannel approach to networking. 

2. Be Active in Insights Sessions

More and more businesses are offering online events now that allow participants from across the globe or a specific target region to come together in a virtual space. From panels to forums, trend discussions, and knowledge sharing by experts – these are all excellent spaces for salespeople to not only keep up with the latest trends in their market but also to meet prospects.  

Of course, there’s no point in attending these virtual events if you’re not going to participate and be heard. As a salesperson, you need to make an impression. When you’re in a virtual space where you are either a tiny little box on someone’s screen or not even visible in the session, the only way to stand out is to speak up. Ask questions, offer insights, and talk about your own experiences where relevant. 

Being engaged in insights sessions with prospects is a surefire way to get yourself noticed. This will translate to prospects remembering you and therefore being more open to talking to you. That’s a foot in the door. From there, you’re free to work your sales charm and get a meeting! 

This can look like connecting with other attendees on LinkedIn who were vocal during the session by commenting on their questions or insights. Share your thoughts on what they said and start building a relationship with potential new prospects. 

3. Be An Excellent Listener

Once you’ve connected with a prospect and secured a meeting, you must continue bringing your A-game. As a seasoned salesperson, you understand the value of listening during a sales call. Online, you won’t have the ability to properly read body language. This leaves you with the alternative of clear and precise communication which can only be achieved with active listening. When you listen to your prospect with empathy, you will be able to ask the right open-ended questions to generate better discussions in your sales meetings.  

At the end of the day, people want to buy from those they trust and who they feel care about their well-being, understand their pain points, and actively seek to alleviate their concerns. This is the same both offline and online. Work at creating a lasting and memorable impression of yourself as a valuable business asset to your clients, not as a salesperson. 

Once you learn to effectively build trust by asking the right questions and matching their answers to your solutions, you’ll find that deals will flow like wildfire even during trying times.  

Check out our 5 Virtual Sales Meetings Tips to help you impress CxOs at your next meeting.

4. Maintain Confidence

Confidence in sales, whether face-to-face or online, will always stand to have the most chance of securing a deal. As businesses start to emerge on the other side of a pandemic – and are navigating an accelerated digital transformation wave – it is natural to uncertain in unchartered waters. CxOs may be more cautious with their investments and business strategy. As a salesperson, your job is to try and cut through that hesitance. 

An effective way to maintain your confidence is to plan out your meeting agendas and have a strong closing prepared when networking or during sales meetings. A well-thought-out closing strategy will help greatly in calming your nerves and being prepared for both expected and sudden client situations.  

As per The Ultimate Guide To Closing The Sale by Resourceful Selling, be a top seller by “remaining upbeat, even when dealing with pessimistic prospects.” 

“[Top sellers] don’t feel bad for themselves, even when a sale fails to close. They maintain enthusiasm by repeating positive affirmations to themselves, such as, ‘I will close the sale because I have the best product.’” 

For a further boost on how to ensure a successful virtual meeting with a senior prospect, check out our article on 7 Tips To Rock Your Virtual 1-to-1 CXO Meetings. 

5. Be Prepared to Handle Objections

You are probably familiar with objections. Facing these online can seem daunting, given the lack of body language cues and the ability to turn on your sales charm for prospects. However, learning to handle sales objections online can save you a lot of grief and time. 

A key factor in successfully turning around objections is to be prepared for them, especially since virtual meetings with prospects tend to be short. However, the added benefit of virtual spaces is that you can instantly pull up relevant information, stats, or case studies to address unexpected objections. Did your prospect ask a question you weren’t expecting? No problem. You can immediately look up the right information during the call to address their objection and turn it around. 

Embrace sales objections as part of the process and take it as a chance to nudge your prospects along their journey. Be on their radar to ensure visibility and make sure to follow up – with an email, perhaps with an in-person meeting to demonstrate your solutions in more detail. 

Read our article on How to Handle & Turn Around Sales Objections for more insights and tips. 

“It’s not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you.” – Patricia Fripp, executive speech coach and sales presentation skills trainer.   

In Conclusion 

We are firmly in the new normal and online meetings have become permanent fixtures in most organizations. Mastering the hybrid sales strategy means finding ways to leverage both in-person and virtual spaces to your advantage. Focus just as much on perfecting your skills in virtual meetings as converting your digital connections into the real world. Effective and efficient communication, especially, is a key differentiator that can significantly separate you from your competitors in creating a lasting impression among CxOs, closing sales, and enhancing your brand in the digital space.