The 4R’s to B2B Selling Success in the Virtual World

How difficult are you finding it to connect with new clients in this business environment that continues to go more viral? If your job focus is new business development, landing new clients has become more challenging. In the 3-R Strategy for B2B Success, the new selling world requires a story that answers one or more of the key selling drivers of RISK, REGULATION, or RETURN. The 3-R strategy brings a technical solution with your product or service. Many would have you believe that relationship doesn’t matter as much as it once did. I’m not sold on that conclusion.

At its most fundamental level, sales is one person saying “yes” to another, unless of course we are talking about an online auction facilitated exclusively by a software program. The human factor hasn’t yet been eliminated from the selling equation. Therefore, selling success in the new virtual B2B world is still focused on leveraging the 3-R strategy on top of the fourth R, otherwise, known as RELATIONSHIP.

How Relationship Building Should Pivot

Gone or minimized is the in-person, face-to-face relationship building meeting, replaced by the virtual call. [Note: If you’re still showing your clients a dark screen during Zoom, turn on your camera.] Building trust, demonstrating competence, and growing likeability on-line requires a more knowledgeable and intentional strategy.

I know this firsthand, because I’m an independent professional coach and consultant. Having already developed an in-person relationship before COVID, it’s easy to continue the relationship virtually. However, it becomes more challenging to make new connections and establish new clients.

Virtual selling requires different or exaggerated techniques. The most effective relationship builders have a strong command of people skills and interpersonal intelligence. They know that communication comprises 55% body language, 38% tone of voice, and 7% words. Unfortunately, virtual meetings significantly cut peripheral vision, so that both parties can miss key body language signals, and depending on visual screen quality, critical feedback on facial expressions may be overlooked. Today, salespeople no longer have the handshake in their toolkit that helps convey likeability and confidence.

Virtual Selling Strategies

Below are a few of the new or expand skills that the best salespeople deploy in virtual selling: 

  • First impressions are made within the first few seconds. We decide whether we believe, like, and trust someone before ever having heard their voice. Whether conscious or not, we are intentionally trying to assess and decide whether you are friend/foe, winner/loser, ally/enemy in the most primitive of terms. The best salespeople show and use their hands in virtual calls take up as much of the screen without appearing be under the microscope, sit erect and keep shoulders back, and look straight into the camera at eye level.
  • The most effective salespeople avoid the small talk and focus on stimulating conversations starters. Why? Because it increases the dopamine and pleasure centers of the brain. The best salespeople ask questions that allow clients to share about themselves. Fresh questions might involve some homework to find some interesting topic to open the conversation. A powerful conversation starter might be, “I saw on LinkedIn that you’re involved with Habitat for Humanity. How did you get in involved with that organization?” or “Your company appears to be a disruptor in the industry. I admire what they’re doing? How did you come to work for them?”

These are just two selling strategy examples that help build a relational foundation to do business in these virtual times. If you’d like to explore some of the other powerful relationship building strategies over video conferencing techniques, reach out to schedule your coaching session.

About the Author:Sandra Dillon is a professional life coach with an extensive background in leadership, sales, and business consulting. She has a passion to help people be the hero of their own life stories. She administers assessments, designs, and facilitates workshops, and coaches individuals, teams, and businesses. You can learn more about Sandra or engage her as your coach by reaching out to her at or by visiting her website at

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