Imagine a time before COVID. You had a plan and you worked it. You knew your target market – 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…and then the pandemic struck and everything you knew changed.
What used to work may not be working quite as well now. Situations have changed as well as daily routines. Your prospects’ priorities—as well as those of your clients—are different.
Unfortunately, there’s 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.
“The greatest danger in times of turbulence is not the turbulence—it is to act with yesterday’s logic.”—Peter Drucker
The ability to respond to a client’s needs in real time 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.
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’s immense impact to a quick reaction of how to deal with it to finding a rhythm of effectively managing the short term while continuously assessing what will come next. As a result, priorities have shifted dramatically. And if you’re not resonating with what your prospects’ newfound priorities are, you’re going to be ignored.
“Companies must carefully assess how behaviors and attitudes have changed and how that impacts ongoing business,” states Marketing Direction Chief Strategist Chris Hade. “In 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.”
You don’t know if you don’t ask
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’t get you very far at all during these times.
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? The benefits of initiating this conversation are twofold: you’re gathering information from prospects and showing clients you care. You may find consistent answers among both groups.
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’s demand. Or, after careful evaluation, maybe there are other verticals your company can serve.
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.
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—offering 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.
Revise company messaging
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’s messaging across all platforms.
“Assess everything you currently have in market, starting with the channel that gets the most eyes,” says Victoria Fryer, Content Project Manager, BigCommerce. “Evaluate 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.”
“Your messages (both copy and imagery) should take into account the impact of cultural events on your customers.” Fryer suggests crafting messages that are sensitive to the current situation, take into account your customers’ new concerns and is honest, transparent and human.
Develop a post-COVID sales strategy
Now is a critical time to take a focused look at what is needed to prepare your business for long-term success. Appreciate what your prospects and clients are going through, adapt your offering as it applies to their current needs and connect 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.
We encourage you to join us for a free informative webinar, ‘5 Steps to Make Selling Impact Post Covid-19’, 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’ll be speaking on the following:
- Determine if your pre-COVID sales strategy still makes sense.
- Find out how to understand what your prospects’ new priorities are.
- Position yourself differently from your competitors when trying to sell during a time of uncertainty.
Please join us by registering here.
