3 Keys to Virtual Selling Success

Selling has evolved. Virtual sales meetings, typically on Zoom or MS Teams, are now standard practice. Surveys confirm many buyers actually prefer it. Virtual selling is here to stay.

But that raises the question: When everyone is selling on screen, how do you stand out and differentiate yourself? What does best practice look like?

Here are three areas to focus on:

1. Differentiate By Your Selling

The sales fundamentals haven’t changed, but the medium amplifies mistakes and shortcomings. In the face-to-face sale, a good communicator may be able to ‘wing it’, but virtual sellers need:

• Enhanced call preparation to come across credibly on video.
• Strong engagement and facilitation skills.
• A repeatable, question-led sales structure to keep conversations on track.
• The ability to bring fresh insights and ideas to customers.

Six quick ways to immediately upgrade your virtual selling:

1. Adopt a consultative mindset. Before the meeting, don’t think: ‘What can we sell to them?’. Think: ‘How can we help them to succeed?’ ‘What will this customer learn on the call?’ 
2. Think collaboration first, presentation last. Using a virtual call simply to present what you offer is rarely a good approach. Instead ask questions. Engage. Make sure you have a note of each person’s name in front of you. And address them by name. “Mark, what are your thoughts on this?” Your objective is to involve everyone on the buyer’s side of the call.
3. Use whiteboard tools. Write down their challenges and goals in real time. This creates a shared agenda and increases engagement. If you must use PowerPoint avoid it early in the meeting – people switch off.
4. Build trust. Do your homework and uncover the roles and responsibilities of each prospect, so that you can tailor your questions appropriately. Your ability to attend to the other party’s perspective, to show empathy and proactively allay concerns, builds trust.
5. Seek feedback during the call. Check how you’re doing, especially if you see someone’s attention wandering. “Are we missing anything?” “How does that sound to you?”.
6. Gain commitment. Always leave time for the close, and secure the next step before you log off. Use the soft close “How would you like to go forward?”.

2. Differentiate The Technical Experience

Getting the tech right builds credibility and trust. Small details make a big difference:

• Video: Camera at eye level, head about 10% from the top of the screen. An external high-res webcam improves quality, which boosts trust online.
• Lighting: Face well lit, no harsh overhead or distracting backlight. Ring lights are useful (but watch for reflections if you wear glasses). Avoid overhead lights that cast unflattering shadows and backlighting that will make you look dull. 
• Audio: Use an external USB mic. Laptop mics often sound thin or scratchy. Place the mic close for a warmer sound. Ensure notifications are off and typing is muted. Other voices are especially distracting.
• Background: Keep it simple, tidy, or use a blurred background. If you use a branded digital backdrop, test it first so it looks professional – be wary of masking artifacts if your actual background is poorly lit.
• Clothing: Avoid stripes or busy patterns, and avoid wearing green if using a green screen.
• Check your setup: Test everything, silence notifications, and close internet-heavy apps before you go live.

3. Differentiate By Your Presence

People buy people first. Presence matters even more on screen:

• Sit upright, use your hands naturally, smile, and show energy.
• Dress as if it were an in-person meeting.
• Look at the camera often (not just the screen).
• Eliminate distractions – phones, emails, alerts off.
• Use positive body language and posture.
• Prime your energy before the call – laugh out loud for a couple of minutes, shake out tension, or use quick ‘physical determination techniques’ like running on the spot.

The Bottom Line

Virtual selling is no longer optional – it has become a necessary skill set. The more you practice, the better you’ll get. Master the fundamentals, fine-tune your technical setup and show up with presence.

Relevant sales skills are taught in LDL’s Professional Selling Skills instructor-led programme and The New Rules of Selling self-study sales training course.

More about LDL sales training.