The Return of Face-to-Face Sales
Technology has shifted the trajectory of the industry. Ever since the dot-com boom, we’ve seen businesses take to the skies with how they could integrate efficiency features to better their processes. A new open field for business arose with the introduction of applications, plug-ins, and programs that facilitated jobs that were apparently taking so much of a worker’s time and energy. Some may think this completely dissolved the idea of face-to-face sales, removing the need for intimate communication and adhering to a growing attachment to small screens. And for a time, it did. As a matter of fact, yes, some found it best to shift over to the new methodology, but some found a very exciting opportunity in an open space.
Let’s take this back further and examine a psychological mindset of people today. Imagine you’re surfing the world wide web during the 90s and hear “You’ve got mail!”
A rush of excitement travels down to your fingertips as you scroll over to the top right corner of AOL and note a message from your distant Aunt… just checking in. For many, during those times and years beyond, waiting and sorting through mail delivered by your local post office was viewed as tedious. In comparison, this new system is instant and gave a fresh new experience to letter writing! Better yet, when is the last time you received a personal phone call? Ever since the ability to send text messages came about, we squint at our cellphones in wonder at the unknown number that is calling at 2:00 pm. This sensation that went along with lessening effort captured generations and pushed for a period of continuous innovation in process improvement.
On another level, however, society has been rewired to pause in amazement and humility at the form of communication we rarely receive. Today, we may notice those changes in our daily life. Receiving a letter indicates the time and thought dedicated towards us. A phone call indicates someone taking an elongated amount of time to communicate with us. These shifting characteristics, especially of millennials now entering the workforce, are what we may see create an opening for face-to-face salesmanship to prosper once again.
Overpreparing is always better than underpreparing
The digital space doesn’t have to take us away from selling face-to-face, rather it should enhance it. Use the resources in front of you to take a deep dive into the company and individual you will be meeting with. Find the appropriate balance of knowledge that supplements your conversations and pitch while not scaring away the client.
Have a strategy behind your questioning
“Sometimes I’ll start a sentence, and I don’t even know where it’s going. I just hope I find it along the way. Like an improv conversation. An improversation.” -Michael Scott, The Office
This is something you’ll probably want to stay away from. Have control of the conversation and understand that you can generate the responses you want by asking the right questions. One face to face sales technique for questioning that I love is seeking answers about how they reached a particular pain point- historical data.
Confidence is key
When is the last time you looked up someone’s social media profile before you met them? If you haven’t, I am sure you have been looked up (LinkedIn, Facebook, etc). Selling face to face today means that you are exposed to a wider array of judgment, which may sound frightening. That doesn’t have to be the case. Use it as an opportunity to better build your rapport! Confidence is something that shines brighter in the face to face selling sphere than on any other digital platform. Own it.
Don’t forget to follow up
One face to face selling tip that should never be overlooked is to never forget the follow-up. Set reminders for yourself because a close isn’t over when you get the check, a close is ongoing.
Face-to-face sales is back and stronger than ever. Instead of fearing technological advancements, the industry has begun taking a new shape by enhancing the beloved process through Customer Relationship Management systems. The power of lasting relationships has never left and is perhaps your company’s edge over the competition. This recent oversaturation of inside sales has allowed outside sales reps to thrive right in front of the potential client in a similar fashion to the handcrafted letters that we once again cherish so dearly, while the competition remains behind a screen in their pocket. According to the Harvard Business Review, a positive emotional connection is the #1 predictor of whether a millennial will buy a service or product. This insinuates a greater purpose behind your sales process.
Technology shouldn’t define an entire industry but enhance various areas of it. Luckily, some have noticed the gap and positively impacted a valued piece of sales. By using innovation as an ally rather than solely depending on it, the sales process has been able to maintain its shape without losing one of the key pieces to its success: relationships.
Comment with the best face to face selling tips you’ve received in the comments below!
