Here’s a quick tip. Whenever practical, turn your scheduled conference calls and demos into video calls. The advantages are innumerable, but here are a few:
- Engagement – You see them. They see you. Which means they have to pay attention, and it means you have to pay attention. You can’t check email or surf the web (or shouldn’t), which means you’re getting more of them. And they’re getting more of you.
- Information – Video delivers a better, more complete and nuanced interaction. You’re seeing facial expressions, boredom and excitement, distraction and the interpersonal activity of those on the other end of the camera.
- Novelty – Video is still underutilized, so using it is a differentiator. If properly executed.
- Impression – Done well, it provides you another chance to make a professional impact and convey competence.
These days, conducting a video call takes little more that activating the camera on your computer and hitting a button on the web conference application. But do it right. Wear a professional outfit. (Business casual is usually fine, but no ratty t-shirts or PJs.) And make sure your office environment conveys the right message.
Start by practicing with your internal team or partners before you start in on your customers. But start. It’s too easy and too effective not to.
(NOTE: This was originally published as part of Sales Craft in August 2020.)