Imagine a time before COVID. You had a plan and you worked it. You knew your target market \u2013 what their needs were, their challenges, their pains and their triumphs. You knew the best way to reach them, which most often was in-person meetings and trade shows. Yes, you and your team had it all figured out\u2026and then the pandemic struck and everything you knew changed.<\/p>\n
What used to work may not be working quite as well now. Situations have changed as well as daily routines. Your prospects\u2019 priorities\u2014as well as those of your clients\u2014are different.<\/p>\n
Unfortunately, there\u2019s no script we can use as a reference to help us determine what to do next. Conducting business the way we used to, however, is not the answer.<\/p>\n
\u201cThe greatest danger in times of turbulence is not the turbulence\u2014it is to act with yesterday\u2019s logic.\u201d\u2014Peter Drucker<\/em><\/p>\n The ability to respond to a client\u2019s needs in real time<\/strong> is key right now. Take the time to meet with your team and reevaluate your action plan for prospecting. Equally important is repositioning your strategy for existing clients.<\/p>\n Understand that businesses are encountering obstacles that never before existed or were even imagined possible. Many business owners went from experiencing the initial shock of the pandemic\u2019s immense impact to a quick reaction of how to deal with it to finding a rhythm of effectively managing the short term\u00a0while\u00a0continuously assessing what will come next.\u00a0As a result, priorities have shifted dramatically. And if you\u2019re not resonating with what your prospects\u2019 newfound priorities are, you\u2019re going to be ignored.<\/p>\n \u201cCompanies must carefully assess how behaviors and attitudes have changed and how that impacts ongoing business,\u201d states Marketing Direction Chief Strategist Chris Hade. \u201cIn some cases, strategies and tactics around products, services and business models may no longer apply; in others it presents new opportunities to emerge even stronger.\u201d<\/p>\n <\/p>\n Are you uncertain about what challenges your clients and prospects are now facing? Simple as it sounds, the best way to find out is just ask! That action alone will go a long way toward building a business relationship vs. a hard sell, which won\u2019t get you very far at all during these times.<\/p>\n Schedule a meeting or a video conference with each of your clients and prospects. Pose the same question to each: How have your priorities changed?<\/em> The benefits of initiating this conversation are twofold: you\u2019re gathering information from prospects and showing clients you care. You may find consistent answers among both groups.<\/p>\n This research project could lead to some exciting new revelations. First, you may have to accept that you currently do not have the answers to the new issues your prospects are facing. This can lead to a review of your own offerings and the development of possible alterations that can be made to meet today\u2019s demand. Or, after careful evaluation, maybe there are other verticals your company can serve.<\/p>\n A great example was a recent discovery made by a company who sells digital signage to convention\/conference centers and hotels. Literally overnight their business drastically decreased, prompting company leaders to assess other industries in which their product could create impact. Where else could digital displays be utilized? Focusing on multiple verticals rather than just one not only helps bring in business today, it also keeps your company more diversified for the future.<\/p>\n After an extensive analysis, should you determine you are unable to provide what your prospects need, connect them to a resource who can help. This is the essence of a true partnership\u2014offering assistance regardless of whether or not there is a profit for your company. In this climate of fear and uncertainty, that small act on your part will be remembered months from now, paving the way for a future business relationship.<\/p>\n <\/p>\n Realize that you must be patient to be memorable. It is crucial for you to stay top-of-mind with your prospects because the sales cycle is going to become longer. Potential customers who were on the fence previously are making decisions with even greater caution today. In order to resonate with these changing priorities, we suggest you reexamine your company\u2019s messaging across all platforms.<\/p>\n \u201cAssess everything you currently have in market, starting with the channel that gets the most eyes,\u201d says Victoria Fryer, Content Project Manager, BigCommerce. \u201cEvaluate those assets and messages from a new point of view: one that is living in a world with record-high unemployment rates, economic uncertainty and general anxiety.\u201d<\/p>\n \u201cYour messages (both copy and imagery) should take into account the impact of cultural events on your customers.\u201d Fryer suggests crafting messages that are sensitive to the current situation, take into account your customers\u2019 new concerns and is honest, transparent and human.<\/p>\n <\/p>\n Now is a critical time to take a focused look at what is needed to prepare your business for long-term success. Appreciate<\/em> what your prospects and clients are going through, adapt<\/em> your offering as it applies to their current needs and connect<\/em> with them throughout your company messaging. This strategy will position you to retain market share (and possibly even gain some) as economic activity across the US begins to resemble a new normal.<\/p>\n We encourage you to join us for a free informative webinar,<\/strong> \u20185 Steps to Make Selling Impact Post Covid-19<\/strong><\/span>\u2019, Wednesday, July 15, 1:30 p.m.-2 p.m. ET. Hosted by John Foster, Expert Advisor Supporting Family Businesses with the PathFinder Group, I\u2019ll be speaking on the following:<\/p>\nYou don\u2019t know if you don\u2019t ask<\/strong><\/h3>\n
Revise company messaging<\/strong><\/h3>\n
Develop a post-COVID sales strategy<\/strong><\/h3>\n
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