What, exactly, are the behaviors that sales professionals need in a virtual world? To find out, we partnered with Training Industry to survey 464 sales leaders and sales training decision-makers. The results revealed the most impactful habits — and the glaring gap between those desired behaviors and sales metrics. Join us as VP of Direct Sales and Partner Success Julie Bregen shares the results and a playbook that sales leaders can use to up-skill the virtual-selling skills of the entire sales org.

1. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
MeasuringtheVirtual
SalesSkillsthatMatter
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Presented by Julie Bregen
VP Direct Sales & Partner Success
With special guest:
Tom Whelan, Ph.D.
Director of Corporate Research at
Training Industry
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This document contains proprietary information of ValueSelling Associates. Its receipt or possession does
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describe. Reproduction, disclosure, or use without specific written authorization of ValueSelling
Associates is strictly forbidden.
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3. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Tom Whelan, Ph.D.
Director of Corporate Research
at Training Industry
Welcometo Our Special Guest

4. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
• The changing sales environment
• The most impactful selling behaviors throughout the
buying cycle
• The gap between desired behaviors and sales metrics
• How to measure the sales behaviors that matter most
Agenda

5. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Sales is moving
away from
face-to-face
customer
interactions
Source: 2020 Gartner B2B Digital Commerce Survey

6. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
The Most
Impactful Selling
Behaviors
Throughout
the Buying Cycle

7. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Engage
Essential Sales Behaviors for Engaging with
Customers in Virtual Selling

8. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Prospect &
Qualify
Essential Sales Behaviors for Prospecting/
Qualifying Leads in Virtual Selling

9. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Negotiate
Essential Sales Behaviors for Negotiating
with Customers in Virtual Selling

10. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Close
Essential Sales Behaviors for Closing Deals in
Virtual Selling

11. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
12 Critical Behaviors Relate to Credibility,Trust&Rapport

12. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
What Do You
Think?
Poll
When it comes to sales metrics, what does your
organization measure?

13. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Indicators of
Success
EXAMPLES OF
LEADING INDICATORS
• Increase in call blocks
• Increase in initial meetings
• Increase in follow-up plan letters
LAGGING INDICATORS
• Increase in revenue
• Increase in transaction size
• Increase in deals won

14. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Behaviors Make
the Difference
Highest rated sales behaviors for engaging
and relating to buyers in a virtual selling
environment are:
• Build credibility
• Instill trust
• Maintain rapport

15. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Only one
chance to
make a good
first
impression
The more senior
the person = the
less time you
have
30 seconds to
gain a senior
decision maker’s
initial attention
First meeting
requires that you
anchor credibility
in about 2 minutes
Make The Most Of Your Time

16. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Tailor your story Measure social
selling score
3 Ways to Build Credibility
Build your online
presence

17. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
One of the best ways to instill trust and communicate your
product’s value is by telling stories about how similar
organizations to the buyers’ have used it successfully.
HubSpot research shows that only
are ready to tell such stories.
33% of reps
Instill Trust

18. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Elements of a Value-based Story
TOP 1-2 PROBLEMS:
Losing on price; too many stalled deals;
overall pipeline too low
VALUE:
Stalled sales reduced by 30% and
qualified pipeline grew by 3X within first
six months; they said this was worth
over $2M to them in those six months
WHO/WHAT:
A CRO in a SaaS provider
BUSINESS ISSUE SOLVED:
Revenue goals are aggressive and at
risk for not achieving

19. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Maintain Rapport
Keep a customer for life
• Share data on the customer between departments
• Uncover and deliver business & personal value
• Track value realized
• Stay in touch for a natural renew and upsell

20. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Salesprocess
isdrivenby
human-to-human
connection
Download the ebook.

21. © 2022 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2021 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Questions?

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Lessons from a Sales Leader
March 17, 2022| 10:00 AM Pacific
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Thank you!
• Keep it simple. Drive Results.
Julie Bregen
+1 858-504-2480
Julie.bregen@valueselling.com
in/juliebregen ValueSellingAssociates
Thank you!