Aug 9, 2021

The Art of Closing (Pt 2) - Close Deals Faster with Interactive EBCs

Lindsey Schiller

Head of Growth

In Part 1, we reviewed the core components of virtual EBCs, including how and when to use them. In this part, we’ll focus on how to maximize the value of virtual Executive Briefing Centers to help sellers effectively engage buyers and reduce time to close.

Not another Zoom call

While it’s certainly possible to leverage Zoom, or your organization’s default video conferencing platform for a virtual EBC, there are severe limitations with that route. First, hosting high-stake decision makers to a series of back to back meetings on Zoom can subject them to a hard dose of Zoom fatigue. 

Secondly, unlike in-person EBCs, where executives are treated to top-notch lunches or dinners, virtual EBCs lack some of the draw. In other words, it’s harder to get folks on a virtual EBC if it's set up as ‘just another Zoom call.’ Taking the meeting up a notch helps surprise, engage. 

Finally, on a standard conferencing platform like Zoom or MS Teams you are limited to pretty simple presentations. You can share your screen and send additional materials in the chat; perhaps use the polls if you’re bold…  The ways to interact and engage are extremely limited.

So how do you take your virtual EBC a step up? Two things to consider -- the environment and the agenda

Interactive Environments

To uplevel the experience from Zoom alone, consider hosting additional content -- recordings, case studies -- in an interactive environment. Below is an example workshop that can be used as a virtual EBC in Filo.

Bringing all your content together in one place, makes the event far more dynamic, but also more streamlined for attendees. Rather than sharing links in the Zoom chat, they can be already hosted in the Room. Attendees can come back to the space to watch the recordings, check out the case studies, etc. 

How to make virtual EBCs more impactful with collaboration

The most important part of an impactful EBC is not necessarily the tool where it’s hosted, but the approach. Rather than viewing an EBC as a series of presentations, reframing it into a collaborative day of problem solving makes a far bigger impact. 

A few techniques to consider when setting up an agenda:

  • After a presentation, ask attendees to discuss material presented in breakout sessions
  • Ask attendees to workshop key problem areas in their business, or the impact a new product / service would have on their function
  • Curate a panel of prospects or customers to comment on what they are seeing in similar industries

Making the event more collaborative and engaging does a number of things. First, it makes attendees digest and more deeply consider the solutions being presented. The event goes from passive listening to active problem solving.

Secondly, as a sales leader you will learn far more about the customer account the more that attendees share and engage. It boosts the energy, rapport and gives you more information about the key pain points. 

Finally, a collaborative event around a key business challenge gives attendees a better reason to show up. It sounds like something is getting done. To be even more creative, consider alternate titles for the event like an Innovation Day, or a Business Challenge Workshop.

If you would like to learn more about how Filo can help you host more engaging EBCs, don’t hesitate to reach out.