How to overcome the 3 challenges of group selling

What can a Sales Person do?

While there are many tips that a good training programme will give you, here is the essence of it:-

• Lot of planning is required for the meeting, but during the meeting one must be flexible.
• Work towards changing the formal meeting atmosphere - which is characterized by formal seating if in a virtual setting, strictly controlled way for discussions and one way speeches – into an informal atmosphere.
• Salesperson can reduce isolation by integrating into the group before meeting and during.
• ’Problem solving’ approach rather than a ’sales meeting’ approach helps ‘outsider’ to become ‘insider’.
• Try to assume a leading role.
• Use of allies must be carefully planned.

Planning Should cover two angles

Relate to objective of the meeting, and analysis of participants.

1. Questions related to objective of meeting

• What arguments and appeals will help?
• How should these be used?
• What are the key questions to be prepared in advance?
• What support material should you prepare and use?
• What references, case histories, tests etc do you need to carry and produce if needed?

2. Questions related to analysis of participants

• Who will take part?
• Who could be influenced to participate? (Or stay away?)
• What do these people think?
• What do they know?
• What do they expect?
• What is their attitude?
• What are their interest/ motivation?
• Who is likely to be an ally? Opponent? Neutral or indifferent?
• How can these people be led, influenced or guided? (Common methods – Seating, AV design, questions, samples, references)
• Who should be there from our side?

‘As is’ part of this analysis tells you the “role expectations” that participants may have. Everyone by virtue of status, position, competence or personality expects to be playing a certain role or part at the meeting. It is very important to be aware of these role expectations.

Group Presentation - Physical or Virtual

Every major group sales meeting is likely to require a stand-up presentation. This could be physical, or in a virtual setting. 

Delivering a successful presentation involves mastering the 9 skills below. Seen in brackets are adaptations to a virtual environment:

1. Position and movement. 
2. Voice modulation.  (In a virtual environment this could mean speaking softly, so you don't hurt people who are on ear phones, or disturb the privacy of those nearby in a workplace or at home)  
3. Speed and pace of your speech.  (In a virtual environment, it is good to slow down, being aware that the speed of your speech and the speed at which it is received may be slower, depending on bandwidth / connectivity)
4. Use of pause.  ( In a virtual setting, a good habit is to ask participants regularly, may be every 3 minutes, if they have any questions)
5. Clarity of speech. ( In a virtual setting, it is good practice to ask participants to confirm on the chat box, if they can hear you clearly. Also ask if your volume, tone and speed of speech is okay)
6. Eye contact.  (In a virtual meeting, this means you avoid looking away from the screen.  While looking into the camera is preferrable, we are so used to looking at people when speaking to them, that you may find it easier to look at the screen and speak, rather than look at the camera, even though that is preferrable, and can be learnt with practice)
7. How you use the AV medium.  ( In a virtual medium, this means being conscious that whatever you share on your screen, could be seen in smaller mobile screens on the other end. So, take care to use larger fonts, fewer words, bigger visuals )
8. Gestures. ( In a virtual medium, pay attention to eye movement of key participants, their hand gestures, and body postures.  Be aware of your own eye movements, hand movements and body postures.  Remember any hand movements outside of your camera field will not be seen at the other end. ) 
9. Structure of the presentation. ( In a virtual meeting, mention in advance how and when you want participants to ask questions, or express their views. Do you want them to park their ideas till the end, or will you pause inbetween to take questions and listen? Or, do you want them to keep typing into the chat box in real time?  Set ground rules, and gain agreement, before you start presenting )
10. In a virtual setting, check available bandwidth, and decide if interactions can be with video on, or video off.  In a low bandwidth situation, go for video off.  Use only voice and chat for interactions.  Keep everyone on mute, and unmute a participant only when they have to speak)