When done effectively, remote e-detailing offers numerous advantages. It increases productivity and reach and it saves time. Unfortunately, though, some companies struggle with implementing remote e-detailing. They simply cannot figure out how to make it work. Interaction Associates released a study on some important challenges for web meetings. Five challenges stood out among the others. Let’s take a look at those challenges and how you can overcome them. Once you overcome these challenges, you won’t have any problems implementing e-detailing.
1. Getting People to Engage and Participate
When you don’t meet with people in person, you have to find a way to get them engaged in the meeting. It is more difficult to get their attention in a web meeting, and you have to deal with distractions that are outside of your control.
Fortunately, you can overcome this by asking more questions. Prepare these questions in advance and put them in your presentation slides. Also, include interaction in your script dialogue.
You also need to add question options to different parts of your story. Then, when the person answers the question, he or she is more engaged and you can go in-depth while explaining the topic.
If you’re holding an e-detailing session with a large group, consider using voting and quizzes to improve engagement and participation levels. This is a great way to get large groups interested, but you do need to limit how many people attend these sessions. As groups grow in size, your personal interaction will become limited.
2. Getting People to Stay Focused
While this problem is similar to the first issue, the solution is a bit different. You can’t just add questions to your meetings. You need to have an interactive presentation as well. That means that you need to base the subject and depth of the customer’s needs. You’ll need to design your presentation like a conversation and then dive into topics that interest your customer. As long as you create clear steps and in-depth sides, you won’t have any trouble doing this. Skip slides you don’t need and use in-depth slides to support your points when the customer wants to learn more.
See our whitepaper “Structure Your Meeting” to find out more.
3. Creating an Engaging Visual Experience
People process images easier than they process written text, so you need to include lots of images in your e-detailing presentation. Lead with metaphors and then use images to support the metaphors.
In addition, limit the amount of text that you use on your slides so your prospects don’t spend their time reading instead of listening. Each slide should have one key message or claim and a maximum of three arguments. If you add any more, your prospects will read the slides and ignore you.
4. Creating Follow-Up Tasks
You need to focus on follow-up tasks in advance. Start by writing possible and desired follow-up tasks before the meeting takes place. Then, you’ll know when to introduce them. Introduce follow-up tasks when they come up in the meeting instead of waiting until the end and spend time at the end of the meeting summarizing your key points.
You need to ask your prospects for a commitment to the next steps whenever you introduce a follow-up task. You also need to send a call report right after the meeting. In addition, send over the discussed slides and a list of the next steps the same day.
5. Overcoming Technical or Communication Issues
Technology isn’t easy to use, and the wrong technology can stop e-detailing in its tracks. Ask yourself if the technology suits both you and your prospect. For example, you need to choose a tool that works with older computers in hospitals, just as you much choose a tool that is compatible with the prospect’s security settings. With that in mind, it is best to go with a tool that doesn’t require external software or a plug-in.
In addition, the tool should establish a connection quickly and use as little bandwidth as possible. It should also work on iPads or tablets with internet connections so you can handle meetings in your car. Finally, you need to choose a tool that provides content management so you can manage versions. Some tools even provide statistics so you can measure the ROI. These features provide a huge benefit.
We have created a guide to help marketers and account managers increase their e-detailing success. Our guide provides 26 tips to increase your sales force productivity, reach, and number of meetings with remote e-detailing. With the help of this guide, you will be able to overcome the various issues that you will face with remote e-detailing while enjoying all of the benefits.