Out of sight, out of mind

SALES TIP #14

The adage “out of sight, out of mind” has never been more relevant than in today’s hybrid meetings when some attendees are in-person while others are virtual. What inevitably happens is that the people gathered in the room dominate the meeting while remote attendees get virtually forgotten (forgive the pun).

There’s a name for this phenomenon: distance bias. It’s when we assign greater importance to people or things closer in space or time than what’s farther away. In the case of hybrid meetings, we instinctively prefer and connect more easily with people in the same room over virtual ones. This puts virtual attendees at a disadvantage.

Virtual attendees are also at a visual disadvantage. They are listening without the benefit of the subtle non-verbal cues happening in the room — facial expressions, glances exchanged, and eye contact — all of which make conversation flow naturally. As a result, they are less likely to speak up when they have something to say because they don’t want to interrupt or talk over someone in the room.

Without these social cues, it’s easy for virtual attendees to check out or misinterpret things. Responses, reactions, and even moments of silence can be misinterpreted. And let’s be honest, since they feel disconnected, there’s a good chance they’re multi-tasking…on mute.

Bottom line, it’s too easy to lose the attention of virtual attendees. So, the question is, how do you create an engaging and equitable experience for everyone?

Here are two techniques that will help:

1. Assign a client advocate

The client advocate is a member of the selling team, selected by the sales lead, to be the physical presence in the room for remote attendees. They are there to ensure virtual attendees feel included and engaged. By doing the following, they reduce the sense of distance felt by those not physically in the room:

• Focusing on the gallery of those joining virtually to pick up on facial expressions or other cues that indicate they might have something to say and giving them an opening to do so.
• Jumping in from time to time to allow the people on screen to ask questions, particularly during page breaks.
• Reframing, clarifying, and translating what’s happening in the room.
• Ensuring virtual voices are heard, not interrupted or talked over by those in the room.
• Directing the attention of virtual attendees to the right place on the visual being shared so they can easily follow along.
• Monitoring the chat channel (if you are using one) for comments or questions and being sure these are shared with the group as needed or appropriate.

The client advocate role is crucial to ensuring an inclusive and equitable experience for everyone. The sales lead is then free to focus on delivering the message, guiding the conversation, and keeping the meeting on track.

2. Engage with virtual attendees first — and often

The best way to counter distance bias in a hybrid meeting is to present with a virtual-first mentality. Over-emphasize those joining remotely, especially during your opening.

• Engage virtual attendees first, setting the expectation and communicating that they are valued, and you want to hear from them. Give them permission and encourage them to interject and fully participate as if they were in the room.
• Check-in with virtual attendees often throughout the meeting to bring their attention back from wherever their minds may have wandered. Frequently call on them to provide input and comments.
• Use their name because the one time when everyone perks up in a meeting is when they hear their name. They immediately snap to attention, wondering what is coming next. Click here to learn more about the impact of using their name.

When you set an expectation that virtual attendees will be asked for their input, and you engage them regularly throughout the meeting, they are more likely to stay fully present and engaged.

As Satya Nadella, Microsoft’s CEO put it, “We want to ensure those joining remotely are always first-class participants.”