An Interview With Chad Silverstein
Build Trust Virtually:
Establishing trust is crucial in remote selling, where face-to-face interactions are limited. This can be achieved through transparency, consistent communication, and delivering on promises.
The global pandemic has forever altered the landscape of sales, propelling us into the era of remote selling. Today, businesses and sales professionals face the challenge of connecting with clients and closing deals without the traditional in-person interactions. Mastering the art of remote selling has become not just an advantage but a necessity. From leveraging technology and digital tools to building trust and rapport over virtual platforms, the skills required for effective remote selling are evolving. I had the pleasure of interviewing Chet Silverman.
Chet has been the Sales Director of eTail, a premier event for eCommerce and omnichannel retailers, for the last 20+ years. He’s so closely associated with the event that he’s now known as “Mr. eTail.” Worldwide Business Research, the company that runs the eTail conference, weathered the pandemic and became profitable, even though in-person events were canceled.
Chet not only successfully leverages technology to connect with clients, understand their needs, and close deals remotely from Charleston, SC, but his firsthand experience in adapting sales strategies to the digital domain equips him with unique insights into the challenges and opportunities of remote selling.
His ability to build trust and rapport with clients before the in-person conference showcases his mastery of the essential skills needed for success in today’s sales environment. Furthermore, his innovative use of digital tools and platforms to enhance customer engagement and drive sales results makes him a valuable voice in discussing the future of remote selling in a post-pandemic world.
Thank you for joining us. To start, could you share your “origin story” with our readers? How did you begin your career? What challenges did you face in the early days? How did you overcome them?
I started my career at Worldwide Business Research 25 years ago at the start of the eTail brand. Back then, people weren’t fully bought into the idea of “eCommerce.” Funny how things change!
Is there a particular book that made a significant impact on you? Can you share a story or explain why it resonated with you so much?
One book that profoundly impacted me is “The Challenger Sale” by Matthew Dixon and Brent Adamson. It shifted my perspective on sales from a transactional process to a consultative one, which is all that sales is about. When I’m selling, I want to really connect with my clients to understand what they want to get out of the conference. From there, I can best connect them with the format to properly reach the audience they’re looking for.
Do you have a favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life or your work?
It’s all about building trust.
How have you used your success to make the world a better place?
I’m all about giving back, and so are Worldwide Business Research and eTail. For every event we have, our wonderful meeting planning team always puts on a giving back initiative. Every year, as a company, we organize a different charity event related to one of our employees. We’re like a family, so it feels good to come together for different causes chosen by your colleagues.
Ok, let’s now turn to the central part of our interview. In your experience, how has the transition to remote selling altered the traditional sales cycle, and what strategies have proven most effective in closing deals virtually?
Remote selling is a totally different ballpark. Luckily, during the pandemic, we had our established research arm of the company, WBR Insights, which established a foothold in the remote selling industry and remote content.
Luckily, our community of eTailers runs deep, so we were able to pivot quickly and go virtual with our content and sales process. We already had the trust of our community, so they knew we wouldn’t let them down and that, being around for 25 years, we definitely weren’t going anywhere. And people had that desire to connect — I mean, we all did, really!
What’s been most effective to me is continuing to foster those relationships and really continue to get to know my sponsors and connect with them. At the end of the day, we’re all just people looking to make new connections with other people. That’s what it’s all about, right? And I am all about making those connections and fostering them. That’s why they call me Mr. eTail!
In what ways do you believe technology will continue to shape the future of remote selling, and what tools should sales professionals be focusing on?
You can’t join a meeting nowadays without AI coming up. It’s the hot topic. We have a whole track dedicated to it, actually. But seriously, technology is everything when it comes to remote selling and beyond. It’s all available at the tip of our fingers; it’s just a matter of what’s worth investing in.
I can’t give away too many of my sales secrets, but you can connect with me on LinkedIn to learn a few.
How can sales teams maintain and build rapport with clients in a fully remote environment, especially when face-to-face interactions are limited?
Maintaining and building rapport in a remote environment requires a hands-on approach, including checking in, personalized communication, and leveraging calls. Most people don’t make calls anymore — but I don’t mind picking up the phone.
We’re a community, so it’s about sharing relevant content and insights that add value. This also helps build trust and rapport. It’s about showing that you are invested in their success. If I see something that reminds me of my sponsors, I tell them because I care and I want them to know.
Can you share a story of a challenge you faced in adapting to remote selling, and and how you overcame it?
One of the biggest challenges was transitioning our entire sales team to remote work. Initially, there was some resistance and the obvious learning curve with new technologies, but we got through it. We had some really great training sessions with our virtual content team, WBR Insights, and created a support system where team members could share tips and best practices. This definitely eased the transition, and I think it also strengthened our team dynamics and trust.
Can you share a success story of a remote sale that exemplified innovative tactics or approaches in the post-pandemic world? Here is our main question. Could you list and briefly explain “5 Key Strategies for Mastering the Art of Remote Selling” based on your experiences and insights? If you can, please share a story or example for each.
- Leverage Technology:
I meet with the most innovative technology providers, transforming how we see the world. Imagine if I wasn’t up to date on the latest tech and how to leverage it?! We all have CRMs, but does your sales team REALLY know how to use yours? Advanced CRM systems, AI-driven analytics, and virtual communication tools are essential for streamlining the sales process and gaining valuable insights into customer behavior.
Example: Implementing seamless tech during the pandemic helped us better track where inbound leads were coming from. This helped us tailor the sales approach to be more personable!
2. Build Trust Virtually:
Establishing trust is crucial in remote selling, where face-to-face interactions are limited. This can be achieved through transparency, consistent communication, and delivering on promises.
Example: A client was initially skeptical about having the right funds for sponsorship. Our honesty and reliability built a strong relationship, leading to a long-term partnership. I remember how this client, who started with a small trial, was so impressed by our commitment that they expanded their contract significantly within a year.
3. Personalize Engagement:
Tailoring your communication and recommendations to address each client’s specific needs and pain points can significantly enhance your remote selling success. It’s not a one-size-fits-all approach.
Example: My client sought a more organic way to connect with retailers. What immediately came to mind was instead of a stand-alone presentation, it could help build trust with potential customers by participating in a panel. This worked so well that he got 200+ LinkedIn connections overnight from the one engagement.
4. Continuous Learning and Adaptation:
It is vital to stay updated with the latest trends and technologies in remote selling. Continuous learning and adapting strategies based on new information can keep you ahead of the competition.
Example: Our team is committed to continuous learning. We regularly participate in webinars, training sessions, and other initiatives to stay not only ahead of the curve but also informed on the latest industry happenings and trends.
5. Leverage Social Proof
Using testimonials, case studies, and other success stories can significantly influence potential clients by showcasing your proven track record and the value you provide.
Example: We’ve recently made me an influencer on LinkedIn. Yes, I am Mr. eTail. Yes, it’s official. But with this has come a TON of trust by investing in my personal brand. I am getting organic testimonials and credit for helping major technology companies and making these connections outside of our event atmosphere, continuing the eTailer influence. This shows my clients the possibility of being in the insider eTailer circle and the connections that can be made.
Thank you for offering such valuable insights into the art of remote selling. We wish you continued success.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Chet Silverman Of eTail On Mastering the Art of Remote Selling in a Post-Pandemic World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.