The Medium is the Message: Shifting from PC Presentations to Tablet Conversations for B2B Sales
BuzzBoard has been working with a number of customers – especially in well-established categories like media and publishing – that are questioning whether to equip their sales reps with iPads and how to make it work. A few reasons we’re fans of tablets in B2B sales are below, but the TLDR answer is: the medium is the message.
TABLETS FOSTER CONVERSATIONS
In today’s fast-paced business world, having a meaningful conversation with potential clients is crucial for success. And, surprisingly, iPads are the perfect tool to facilitate these conversations. Unlike laptops, which can come across as formal and presentation-like, iPads have a more relaxed, conversational feel to them. This is because tablets are designed for sharing and collaboration, making it easy to share information and ideas with others. In fact, a tablet loaded with engaging media has become the modern conversation starter. Unlike traditional presentations, which often require scheduled meetings and a one-way flow of information, conversations can happen spontaneously and naturally.
One of the key reasons iPads are so effective at fostering conversations is that they encourage a more interactive and engaging experience. Rather than simply presenting slides, sales and marketing teams can create more dynamic and immersive experiences using graphics, videos, and live demos. This not only keeps the audience engaged but also allows for a more natural flow of conversation. Additionally, when both parties are standing side-by-side, viewing the same screen, it creates a sense of transparency and trust. This subtle shift in dynamics can make a significant difference in building rapport and establishing a connection with potential clients.
TABLETS ARE FOR NETFLIX. PCs ARE FOR SPREADSHEETS
The iPad’s origins as a consumer device for media consumption have left a lasting impression on our perceptions. While Apple may have evolved the iPad into an enterprise tool, it’s unlikely that we’ll ever associate it with work. However, many enterprise apps have taken a cue from their consumer counterparts, prioritizing design quality and user experience. Instead of providing raw data to be reassembled in a presentation, these apps are designed for viewing and interaction. Apps like BuzzBoard and Radius, which are built with a “mobile-first” approach, are particularly well-suited for this type of engagement.
In today’s digital landscape, it’s essential to prioritize the user experience when designing enterprise tools. By focusing on ease of use, intuitive interfaces, and engaging content, these apps can help facilitate more effective and meaningful interactions with clients. Whether it’s a sales rep, a marketing professional, or a business leader, the iPad has become an indispensable tool for fostering connections and driving results.
3. TABLETS ENABLE A HANDS-ON APPROACH
Tablet computers, such as the iPad, have become a game-changer in B2B sales due to their unique ability to facilitate immersive and interactive experiences. Unlike traditional laptops, which can be cumbersome and formal, tablets are designed for sharing and collaboration, making them the perfect tool for sales teams to engage with clients in a more personal and dynamic way. With a tablet, sales reps can effortlessly share multimedia content, such as videos and presentations, and even conduct live demos, all while maintaining eye contact and fostering a sense of connection with the client. This hands-on approach not only keeps the audience engaged but also allows sales teams to tailor their pitch to the client’s specific needs and interests, increasing the chances of a successful sale.
4. TABLETS ARE HIGH-TECH. JUST LIKE YOUR BRAND.
“The issue isn’t whether the same functionality can be achieved on tablets – it’s the experience you want to deliver to your prospective buyer. That’s especially important for well established companies that need to shed a legacy image.”
It’s essential to stay ahead of the curve by leveraging technology to gain a competitive edge. Whether you’re in the B2B or B2C space, embracing innovative tools is crucial for success. When it comes to sales, having the right tools can make all the difference. And, in many cases, tablets have become the go-to device for sales teams. Conversations over tablets simply do a better job of reflecting a company’s forward-thinking approach than laptops. This is because tablets are designed for sharing and collaboration, making it easy to share information and ideas with others in a more natural and engaging way.
However, arming your sales force with tablets requires some significant trade-offs. One of the biggest expenses is the cost of the devices themselves. Acquiring a fleet of tablets can be a significant investment, and it may not be feasible for every company. Additionally, you may need to provide new hires with both a tablet and a laptop, which can add to the overall expense. Furthermore, it requires sales reps willing to trade the comfort of a well-rehearsed slideshow for an engaging, but unpredictable conversation. This can be a significant cultural shift for many sales teams, as it requires a more spontaneous and adaptable approach to sales.
Moreover, adopting tablets as a sales tool also requires a significant change in mindset. Sales reps need to be willing to think on their feet, be more spontaneous, and be prepared to adapt to the conversation in real-time. This can be a significant departure from the traditional approach of relying on scripted presentations and rehearsed pitches. However, the benefits of using tablets in sales can be significant, including increased engagement, improved customer relationships, and a more personalized approach to sales. By embracing tablets as a sales tool, companies can differentiate themselves from the competition and establish a reputation for innovation and forward-thinking.
As you consider the pros and cons, be sure to keep these questions in mind:
- What are your competitors doing?
- If you were a busy prospect, which format would you prefer?
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