I recently took part in two Webex sessions for some potential new media products. These two lead me to analyze the Webex sales process in general.
The first session lasted over an hour. I will never get that hour of my life back (not to mention the billable time). The initial description of the product sounded really great, like something we could actually use. The webex ruined that potential. The rep on the other end of the phone must have surely had the most boring voice and presentation style anyone has ever encountered. I felt trapped – I couldn’t hang up or do anything else on my computer while this drip was droning on and on and controlling my mouse. The webex ended in me telling the rep I would call him if our company had interest in his product. I’d be willing to bet my first born that’s a call I never make. And, my first born is due in about 4 weeks, so that’s a heavy (and potentially imminent) ante.
The second webex also lasted over an hour. But, I didn’t feel like this time was wasted. The product again sounded excellent from the sales literature. The webex only bolstered that notion for me. The rep listened to my questions, answered them and responded to the tone of my voice to move the webex at the speed at which I clearly wanted to proceed. He could tell I understood the product’s features and he could move a quickly through without losing me. This call ended in my request for pricing and a follow up call from the rep a week later, after I could discuss the product with other decision-makers in the company.
The point I want to make is that even though the products are online applications, it was the human connection (or lack thereof) that sold them/didn’t sell them to me. Personal connection is still the best elixir for an otherwise onerous sales process.
While marketers and brands everywhere are wondering how to connect with customers and clients during a pandemic, one thing is abundantly clear: people are watching