Building relationships is crucial in sales. Your customers want to know they are cared for and not just another deal. They want to feel like you understand their needs and appreciate their business. Knowing how to establish rapport with others will help you get a (virtual) foot in the door and establish a long-lasting business relationship.

But how can you truly get to know someone and create a meaningful relationship if you can’t shake their hand and meet them face to face? According to Darryl Praill, chief revenue officer at VanillaSoft, it comes down to providing innovative, personalized and high-touch connection online.

In this issue of Promotional Consultant Today, we share Praill’s guidance on how to fortify sales relationships even when you can’t be in the same room with someone.

Don’t leave your prospects guessing. Many sales professionals become overly enthusiastic about their products and services, and why they have the best solution. In an online world, this is a rookie mistake, says Praill. That’s because it forces prospects to wonder whether your solution is really the best fit for their needs.

You can correct course by focusing on the one person you are selling to and working to build a real relationship. You could say something like, “I know that you have probably had a challenge with A, B and C, because when I talked to your colleague at companies X, Y and Z, they said the same thing. If that’s the case, I may be able to help you with B. Would you like to explore how we can do that?”

The goal is to speak to their specific issues and engage them on a human level—even if you are conversing on a video call instead of in person.

Provide Face(Time) value. It can be difficult to meet someone for the first time over a video call instead of in a conference room or at a coffee shop. Praill adds that it can also be challenging to emotionally connect when you can’t see or respond to someone’s body language. However, a key principle of good salesmanship still applies: Add value.

Ask the prospective customer about their situation and what challenges they are facing. Try to link your solution to someone the buyer personally values, says Praill.

Delight with promotional products. You can bring a tangible element to digital relationships through promotional items. Not only will you stand out in a sea of video conferences and emails, but you can also fortify your personal brand and show that you care about your clients. For example, you could mail useful items for their workspace, such as logoed pens, notepads or mugs and include a handwritten note. By following up with an email, you make it easy to continue to the next step, whether that’s scheduling a next meeting or signing a contract.

Times are changing. It’s no longer necessary to shake someone’s hand to build a connection—especially during the pandemic when most business occurs virtually. To connect with your clients and prospects, be specific about the value you provide and engage with them on a human level. By remembering these tips, you can build high-touch relationships in a high-tech world.

Compiled by Audrey Sellers

Source: Darryl Praill is the chief revenue officer at VanillaSoft. He is an award-winning marketer, a Sales World Top 50 keynote speaker and a 2020 top 10 SaaS branding expert.