By Sharon Cohen, HIDA Communications Director
Just a few months ago, sales reps had a routine – making calls, setting up meetings, shaking hands, and sealing deals. Today, many of these same sales reps are working from home – juggling the work day while caring for aging parents, coping with teenage drama, or maybe finding quiet time in a closet to take a call while the family preschooler watches “Finding Nemo” for the 157th time.
It’s a whole new world with sales field reps working remotely – using video, email, phone calls, and Zoom meetings. Many sales reps pre-pandemic already were connecting with customers via digital channels and have a base to build on. But where to take it from here during this unprecedented time?
Take a tip from TED Talks and its mantra, “Ideas worth spreading.” Most of us are familiar with TED Talks. They are popular for their insight and brevity. They invite the viewer to learn from a subject matter expert who spreads knowledge and shares experience. TED Chief Chris Anderson says connecting virtually begins with mindset. Anderson offers sales reps some advice in his 2016 book “TED Talks: The Official TED Guide To Public Speaking.” He advises presenters to think of a talk as being about an idea, not an issue:
An issue-based talk leads with morality. An idea-based talk leads with curiosity. An issue exposes a problem. An idea proposes a solution. An issue says, ‘Isn’t this terrible?’ An idea says, “Isn’t this interesting?’
The following are some tips from TED Talks that you can use
Focus on one idea
TED Talks are short, based on strategy and science. The tight timing gives the presenter – or in this case the sales rep – enough time to outline an idea, but short enough for a client to comprehend the content.
Offer a core message…
Your message should be contained in a short sentence – and be easy to remember and repeat. If your customers can’t retain your key message, did they really get it?
…But make sure it’s not ‘cut and paste’
A strong sales presentation should have authenticity and customization.
Make a connection
You are a subject matter expert. That’s why you’re a success in your field. Ask yourself if you’re delivering the passion and conviction about your products and services to make that connection.
Share your enthusiasm
Don’t strive for perfection, just be prepared. Even if you’ve delivered this pitch multiple times before, keep your enthusiasm. If you seem bored, your clients will lose interest. (Tip: If you’re on that Zoom call – TED Talk guru Anderson says gestures matter too.)
Good sales reps recognize that the power of research, due diligence, and perseverance leads to a strong client presentation. And remember that while you’re presenting on a sales call, make sure you’re also a good listener.