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 coach.sandra.dillon@gmail.com or by visiting her website at www.shinecrossings.com

The 3-R Strategy for B2B Selling

The new virtual work world is forcing a pivot in selling strategy. In the past, most salespeople focused on building a relationship first with the expectation of a product sale later. Unfortunately, the days of private, face-to-face, distraction-free conversations in the privacy of a client’s office are minimized or even over for some. If you can still get your foot in the door and build a relationship first, go for it! However, don’t be surprised if you need to use some of the 3-R strategy to build your sales portfolio.

Today, you’ll likely be growing the relationship in parallel with another selling strategy. What’s this new selling strategy? A focused conversation around the 3 R’s: RISK, REGULATION, and RETURN. Salespeople shouldn’t focus on selling product but instead solving problems around risk and regulations and finding those opportunities for a meaningful return on investment. Why the important distinction? When you focus on the product, you may not truly understand its value. Value is variable and contextual.

The selling environment is changing with studies showing that buyers are doing more research on their own before approaching a seller. They are not relying on the seller’s expertise like they might have done in the past. Many of today’s buyers are driving the buy-sell process to a simple impersonal transaction. However, it’s still important to know your audience. There are still buyers who consider the relationship as a factor in their decision-making. A one-size approach does not fit all.

Regardless of how much your client values the buyer-sell relationship, a “coaching” seller can’t go wrong if he or she:

(1) has a working knowledge of the buyer’s industry to understand regulations, trends, and talk the lingo,

(2) asks open-ended questions that bring the buyer to a higher level of thinking about an issue impacting the buyer’s business,

(3) listens and learns of the buyers’ pain points, thoughts, and ideas,

(4) discusses and recommends solutions that drive on the 3 Rs.

The best sellers help buyers see problems they weren’t aware of or from a different perspective as well as highlight opportunities to save money, reduce risk, and meet regulation. If you’d like to explore specific sales situations, brainstorm selling approaches, and perhaps develop an inventory of powerful questions that can make a difference in your pivot sales strategy, reach out to schedule your private 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 coach.sandra.dillon@gmail.com or by visiting her website at www.shinecrossings.com