What is Zoom Fatigue and How Does it Affect Sales?
Zoom fatigue. You’ve probably heard the phrase all over the news, and that’s not so surprising. Ever since the pandemic began and quarantining orders were set in place in the US, people have been using telecom software at an increased rate to circumvent the inconveniences caused. This means more FaceTime calls with family and friends, more Skype and Zoom calls, more Google Meet-ups.
What is Zoom Fatigue?
Zoom fatigue is an umbrella term coined in 2020 that describes the overwhelming exhaustion coupled with feelings of anxiety that we experience as we bounce between many different teleconferencing calls daily. This happens due to the nature of teleconferencing itself- especially if everyone is required to turn the video on while they attend.
Long-term sustained eye contact is one of the culprits for this feeling of exhaustion. Not only is direct eye contact intense, but it can also zap your energy. Exacerbating this situation would be a group meeting held over video chat in which multiple people are holding prolonged eye contact with everyone for the duration of the meeting. The perception of being constantly surveilled is fairly stressful in itself, but watching people watch you at all times is much worse. This also goes for having to constantly watch yourself as well. When you’re on a video conference call. Here’s a great article on the phenomena published by Standford University– it also provides you with a few ways to mitigate the effects of Zoom fatigue.
Why is Making Sales Over Telecom Platforms Harder?
It has a little to do with Zoom fatigue, and a little to do with the digital buffer that telecom platforms provide due to the nature of them. By and large selling products or services rely heavily on tangibility, or the ability of our potential customer to perceive something as really and truly happening.
Take ads on social media, for example. It’s much easier to ignore a digital ad than it is to avoid a person in a store who approaches you and puts their product into your hand. The digitalization of sales and marketing is actually less effective than in-person sales strategies because, in the latter, the virtual buffer no longer exists. There are certain social norms that can be avoided altogether virtually, and these social norms are contributing factors to why we even close sales in the first place.
Zoom fatigue plays into this because it’s hard to be on your A-game when you’re exhausted, and it’s even harder to connect with people thanks to that digital buffer. It’s kind of a problem that feeds into itself in a never-ending cycle. It really makes you wonder- how can I circumvent Zoom fatigue and that digital buffer and start closing sales anyway?
Disregarding the Digital Buffer and Closing Sales
The best way to see what digital strategies are working to close sales are to look at the individuals who are doing it best. YouTubers have been amassing enormous followings for more than a decade now. TikTok and Instagram influencers are managing to do much of the same. These people rely on digital social platforms to build their brands and discover their target audience. At the same time, they’re also managing to sell products to their followers. People often follow influencers because they have an aspiration to live like them one day, or they have a parasocial relationship with the influencer they follow. This is why partnering or collaborating with influencers can bridge the digital buffer between you and your customers.
Put Something Physical in Their Hands During Virtual Meetings
Sending physical samples of custom work or paper-bound proposals directly to your potential customer is another inventive way to reinforce your digital sales tactic with something more tangible, and make them more likely to convert to a paying customer.
Most people (yes, even nowadays) enjoy receiving mail, but the trick will be to ensure that your mailing list is focused on your target audience. Postage costs can be a factor, but it shouldn’t be the end all be all when determining new avenues to catch leads. Besides, digital marketing is oversaturated and leads are severely overstimulated. People are looking for something personalized that snags their attention. Since most folks are still mostly stranded at home without much to do, why not try it? After all, nothing beats receiving actual mail!
Put a lot of thought into your messaging, your layout, the paper you use, and the promotions you include on your mailer so that it doesn’t go right into the trash. Or, if you want someone else to do it for you, Promotion LA has a storied past in direct mail. At one time, we were the largest direct mailing company in the United States!
Beat Zoom fatigue and grow your lead pool by bringing on our team of marketing experts devoted to helping you jump the digital buffer hurdle. Call Promotion LA today and tell us your story so we can help you build your audience and start moving products and services again!