The Pandemic completely reshaped how we arrange and conduct meetings with potential and existing customers, as well as the typical sales process. Speaking specifically about the customer journey, we can highlight three important points, as recorded in the B2B Buyers Survey Report by DemandGen:

1. 55% of B2B businesses saw the time from initial contact to sale completion increase from slightly (34%) to significantly (21%).
2. 82% of companies that purchase new products or services place importance on price. The remaining four criteria that complete the top five most important criteria, along with price, are also important to a large percentage of companies. Specifically, 60% carefully examine the functionality of a solution, 58% rely on reviews, 54% assess the provider's knowledge of the market and industry, and 54% prioritize ease of delivery and/or use of a solution.
3. Although salespersons often avoid constant follow-ups for fear of being intrusive, the pandemic appears to have significantly increased buyers' demands for ongoing contact and nurturing. The key points that buyers seek to dispel any potential insecurities are a detailed examination of goals and expectations, a clear picture of the potential benefits, possible case studies, continuous support, and, of course, the development of personal relationships.

Given the points discussed, it's evident that the role of sales professionals is growing more complex and multifaceted, requiring an increased number of both in-person and virtual meetings.

The dynamic and multifaceted nature of the sales role demands ongoing self-training, and for some salespeople, achieving proficiency can take considerable time. In the current article we are going to explore a critical skill that we can fully control and apply directly to all types of meetings.

Speaking with Confidence

When we present our solutions and proposals with confidence, it instantly bolsters our audience's trust in our expertise and alleviates their doubts. To effectively convey that we have the ideal solution, we should focus on delivering a presentation that is engaging, clear, and memorable, ensuring its key messages resonate strongly.

Take a good look at the previous paragraph. Is there any part of the text that stands out from the rest? The answer is pretty clear. Words in bold stand out.

Applying the exact same logic, important elements of presenting are:

Voice

Excitement and variations in tone. Genuine enthusiasm, free from overblown or exaggerated expressions, showcases a presenter who is confident in the value of their proposed solution. Varying voice intensity mirrors the effect of bold text in writing: raise your voice for key points to emphasize their importance and soften it slightly for supplementary details.

Pace

When highlighting key points, pair increased voice intensity with a slower speaking pace. This approach makes those points stand out distinctly, giving listeners extra time to absorb and focus on their significance.

Tone and Color

The tone and color of your voice are among the most critical, yet often overlooked, elements of effective communication. These qualities leave a lasting impression on listeners, particularly when repeating phrases or have the chance for follow-up interactions. As mentioned earlier, consistent follow-ups and ongoing engagement are vital, but no potential customer or buyer will be captivated by a monotonous delivery of a rehearsed script. Even worse, a flat speech fails to build connection or spark anticipation for future meetings. Shaping your tone, though time-intensive, is a skill worth mastering. By intentionally varying your voice to reflect the importance of key points, you can immediately enhance your delivery, making your speech more dynamic and reinforcing its most impactful moments.

Non-verbal Elements of Confidence

Amid the pandemic, teleconferencing tools have become essential to our daily routines. While social distancing has curtailed in-person meetings, it has introduced a significant change to corporate life. Virtual meetings are simple to organize, requiring minimal preparation for physical spaces or travel, and they typically see higher attendance. As a result, we’ve grown accustomed to presenting to larger audiences and doing so more frequently.

To further elevate a sales pitch and project confidence, consider incorporating the following non-verbal elements:

Smile

Yes, smile! A genuine smile conveys enthusiasm and confidence, qualities that resonate strongly with others. In addition to smiling, use facial expressions thoughtfully, incorporating them only when they feel natural and support that sense of trust and familiarity you aim to build in your current or prospective collaborations.

Body Language + Hands

Body posture plays a crucial role in shaping the impression we leave on our audience. In virtual meetings, where teleconferencing limits our ability to use a key aspect of body language—our feet—posture becomes even more significant. Why does this matter? The way we position our body speaks volumes. Slumping back in a chair, away from the camera, can unconsciously signal caution, fear, or disinterest to viewers. Conversely, sitting upright and leaning slightly forward projects confidence and engagement. Complement this posture with purposeful hand gestures to draw attention and emphasize key points, enhancing the impact of your delivery.

Eyes

Direct eye contact with participants builds trust. And believe it or not, this type of contact is usually lacking in teleconferences. Why? First of all, many people have their camera on a different screen from the one on which they keep the panel, so they talk without addressing their audience. Secondly, when presenting online, on a panel with many faces lined up next to each other, many people feel that they cannot decide which face to focus on. The solution to this problem is an extremely simple tip that comes from eye contact techniques. Focus on one of the eyes of a random face from the panel. The audience's perception will be the same for everyone and will be warm and pleasant.

Why?

Why do these tips matter so much? Every proposal we present consists of two critical components: the actual value and the value perceived by others. Focusing solely on the first risks losing customers who fail to grasp the benefits of partnering with you. Relying only on the second may lead to a wave of dissatisfied clients. Striking a balance between the two is the ultimate key to success in sales—the Holy Grail of building lasting, meaningful customer relationships.