Learn the best practices for virtual selling in a post-COVID era. Discover strategies to adopt a customer-centric mindset, simplify complex information, and master digital engagement. Excel in the new normal of B2B sales with these essential tips.


In the wake of the COVID-19 pandemic, businesses across industries have been forced to adapt and transition to virtual selling. The traditional approach of in-person sales meetings and conferences has been replaced by digital interactions and remote engagement. The shift to virtual selling has presented both challenges and opportunities for B2B sales professionals. In this article, we will explore the best practices for virtual selling in a post-COVID era, drawing insights from various sources and experts in the field. By understanding and implementing these strategies, sales professionals can navigate the virtual landscape effectively and thrive in the new normal of B2B sales.

The Importance of Virtual Selling in a Post-COVID Era

The COVID-19 pandemic has accelerated the adoption of virtual selling in the B2B space. According to a Gartner report, 80% of B2B sales interactions are predicted to occur in digital channels by 2025[^8^]. This shift towards virtual selling has become a necessity for sales professionals as they navigate the changing business landscape. The ability to effectively engage with prospects and customers remotely is now a critical skillset for sales success.

Best Practices for Virtual Selling in a Post-COVID Era

Adopt a Customer-Centric Mindset

One of the key best practices for virtual selling is to adopt a mindset of serving customers rather than solely focusing on making sales. This approach emphasizes providing value to customers and understanding their specific needs and pain points. By focusing on the customer’s journey, sales professionals can build stronger relationships, foster trust, and differentiate themselves from the competition.

Keep Up with the Changing Landscape

Another crucial aspect of virtual selling in a post-COVID era is to stay updated and adapt to the changing business landscape. This includes constantly collecting information, data, and resources about potential and current clients, as well as the industry. Sales professionals need to become curators of best practices and dynamic ideas, constantly seeking new insights and staying ahead of the curve.

Simplify Complex Information

In a virtual selling environment, it is important to simplify complex information and communicate it in plain English. Buyers may have difficulty understanding the differences among various sellers and their offerings, so it is essential to simplify concepts for better comprehension. Sales professionals should strive to present information in a clear, concise, and easy-to-understand manner to ensure effective communication with prospects and customers.

Develop Expertise and Become a Subject Matter Expert (SME)

To succeed in a virtual selling environment, sales professionals should invest time in expanding their knowledge and expertise. By becoming subject matter experts (SMEs) in their respective industries, sellers can effectively guide buyers and provide valuable insights during the selling process. Developing expertise not only enhances credibility but also helps build trust and establish long-term customer relationships.

Embrace the Mindset of a Servant Seller

In the post-COVID era, sales professionals should embrace the mindset of a servant seller, where the focus is on serving customers well rather than just making sales. This may involve recommending a competitor’s product if it better suits the buyer’s needs or providing alternative solutions to address their pain points. By putting the customer’s interests first, sales professionals can foster stronger relationships and loyalty.

Master Digital Engagement

With virtual sales interactions becoming the new norm, it is crucial for sales professionals to master digital engagement. This means leveraging persuasion and technology to make virtual meetings and presentations more engaging and impactful. Utilizing tools and techniques such as interactive presentations, live chat features, and multimedia elements can enhance buyer engagement and create a more immersive virtual experience.

Pay Attention to Non-Verbal Cues

While virtual interactions lack the traditional in-person non-verbal cues, sales professionals should still pay attention to non-verbal cues during virtual interactions. Non-verbal cues such as eye contact, body language, and tone of voice can provide valuable insights into customers’ needs, preferences, and emotions. Being a good listener and observer allows sales professionals to better understand customers and tailor their approach accordingly.


Virtual selling has become a crucial aspect of B2B sales in a post-COVID era. Sales professionals need to adapt to the changing business landscape and adopt best practices for virtual selling to excel in this new environment. This includes adopting a customer-centric mindset, staying informed about industry trends, simplifying complex information, developing expertise, embracing the mindset of a servant seller, mastering digital engagement, and paying attention to non-verbal cues. By implementing these best practices, sales professionals can navigate the virtual landscape effectively and build strong customer relationships in the new normal of B2B sales.


[^8^]: Gartner. (n.d.). The Future of Sales: Digital-First Sales Transformation Strategies. https://www.gartner.com/smarterwithgartner/future-of-sales-2025-why-b2b-sales-needs-a-digital-first-approach

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