In the past, Virtual Reality was more a topic for research. Today, however, the technology is also increasingly being used in marketing for trade fair presentations or promotions.
Due to increasingly mobile systems, Virtual Reality can now be used really effectively in sales. This article highlights the pros and cons of using Virtual Reality in sales and shows you how it can be used successfully in a company.
We have been accompanying our customers in the conception and development of Virtual Reality applications since 2016. We have already encountered a wide variety of use cases.
Among other things, our experience includes providing additional software for massage chairs as well as project documentation for large-scale construction projects. The technology behind VR glasses has made tremendous progress in recent years. What was mainly used in prototype development has now become a marketing tool.
Since 2018, there have been self-sufficient VR glasses on the market suitable for use in sales. This is because they fit into every pocket and can be used immediately. At this point, we would like to share the experience we have gained with our customers.
In short, VR is an untapped area in sales and a lot of pioneering work still has to be done. The use of Virtual Reality in sales conversations does not always generate added value for the customer.
If you are contemplating how to use VR in sales, you should keep in mind the pros and cons of using Virtual Reality.
Those who present their product using Virtual Reality glasses completely isolate the viewer from the outside world. For many customers, this takes some getting used to or is even strange. This is because you don’t know what is happening around you in the real world.
For this reason, a sales pitch with VR glasses should take place in a safe and comfortable environment. The aim is to reduce the inhibition threshold so that the customer actually wears the VR glasses.
Once this hurdle has been overcome, Virtual Reality can transform the aforementioned weakness into a strength. The customer is completely surrounded by the presentation of the product – this ensures maximum focus with no distractions!
After the presentation, the sales pitch becomes a lasting experience in the viewer’s memory. A high emotional connection to the product then arises because experiences are cemented in a completely different area of the human brain.
Using this for individual products is particularly interesting, as the customer can perceive the product with all adjustments in a virtual way. For example: cooking in a new kitchen, entering a new property, sunbathing at a beach house or going for a ride on a sports boat.
The virtual world offers demonstrations that would be too dangerous or expensive in the real world. This minimizes both the risks involved and the costs incurred.
Another disadvantage besides social isolation of the customer is motion sickness. Not every customer can cope with the presentation using VR glasses. In practice, around 15% of viewers feel uncomfortable with the experience – similar to the feeling that some get when reading in the car.
The brain cannot correctly process different signals (steady image when reading combined with movement from the car).
However, the number of people affected has continued to decrease in recent years as technology advances and the immersion experience for the brain becomes increasingly real.
The solution here is also the use of a comfortable and secure presentation environment.
In a nutshell, Virtual Reality is not suitable for every industry and customer type. When used correctly, however, it is a powerful tool that can boost customer loyalty and significantly accelerate a customer’s decisions.
Virtual Reality is especially helpful if the customer cannot hold the product directly in their hands and needs a better idea of what they want to buy. This is particularly the case when it comes to large machines, real estate and distant places (travel). Using VR glasses, the viewer can be transported to any place in the world. In addition, there is the option to look at it from a different perspective. Products can be viewed from all perspectives.
To solve the problem of the viewer’s isolation, a comfortable environment should be chosen and a VR tool should be used in which the sales representative can actively accompany the customer. For this reason, we recommend using our app streamer tool, which enables the sales representative to follow the customer’s point of view on a second screen and guide them along the way.
You have to think about some things if you want to present your product in VR. Simply presenting the product is, as with all other media, insufficient. If you want to arouse emotions, you have to tell a story and involve the user in it.
If this is done correctly, a relationship will emerge between the presentation and the viewer that will prevent them from quickly letting go.
The conveyance of emotions through VR glasses literally anchors the product directly in the customer’s brain.
As we mentioned earlier on, the technical development of Virtual Reality hardware has made significant progress in recent years. Nowadays, a decent pair of VR glasses for use in sales can be purchased for €200. The cameras required for the production of your content are also in the same price range.
This enables you to create your own images of product presentations and display them using glasses. With the help of tools such as the mobfish VR STUDIO, the images and videos captured by you can be upgraded to an interactive VR experience.
The construction of a virtual showroom is a unique investment with a high return.
You can save costs in sales, as complex product presentations such as show apartments can be done in a fully digital manner. This means there are no further maintenance costs, and the use of a software solution is also much more scalable. Instead of coordinating visits to a show apartment via a sample plan, the VR show apartment can be reproduced as required.
VR offers the possibility of using digitalization in areas that have not been digitalized before: experiences and immersive impressions.
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