Your sales strategy can’t continue business as usual right now—but it shouldn’t come to a screeching halt either.
If you’ve been struggling with how to approach your sales calls during the pandemic, you’re definitely not alone. The very idea of trying to sell right now can feel a little off, especially if you’re not sure how much of a financial burden the company may be enduring. But that doesn’t mean you should put all of your normal communications on hold. Reaching out to your existing customers gives you the chance to check in and see how they’re doing. And remember: when you’re making a sales call, you’re doing much more than just asking for money. You’re offering that company a valuable service that helps their business survive and grow. Getting on the phone right now can give you a better sense of what kinds of opportunities companies actually need and are willing to invest in—some of which may be different than what you normally offer.
Here are a few things to consider when crafting your sales messaging approach right now.
Be thoughtful about your language – and realistic about your offerings.
Acknowledging the weight of our current situation is necessary when you’re crafting new sales messaging. Simply sticking to your normal approach is a sure-fire way to look out-of-touch and insensitive. But be careful of the language you use. Simply throwing in a couple of “in these uncertain times” and “we’re here for yous” at the beginning of your message will feel hollow if you immediately follow them with your standard, business-as-usual pitch:
Companies be like “ Now more than ever , we will let you buy our product”
— cancela lansbury (@gossipbabies) May 5, 2020
Not a good look. And, beyond that, it’s also just not very effective either. Companies are, understandably, being more discerning about their budgets right now—and that means you have to be realistic about what you’re selling. Think: is this opportunity really vital at this moment? If so, how? And for whom? Can it help your marketing partners weather the difficulties of right now? Or keep them prepared for the future?
If you can’t think of any good, honest reasons your marketing partners would want to sign on, then maybe it’s time to shift your priorities to other offerings.
Don’t just tell them what you can offer—ask what they need.
Most companies have had to adjust their plans in some way or another during this time, both for good and for bad. Some are trying to figure out how to handle increased demand for their product or service, while others are trying to figure out how to make up for lost revenue. As such, budgets and goals are being adjusted across the board.
By really focusing on your marketing partners’ needs—and how they may have evolved over the past few months—you can start to help them find the right outlets and opportunities for their goals. So while a full-year, full-page, multi-platform ad program may not be in the cards right now, a smaller more strategic campaign may fit the bill perfectly.
These conversations may also give you insight on wider industry trends. Having a clear picture of what all types of companies are looking for and struggling with can help you adjust your own offerings to better suit the current climate.
At Blue House Sales Group, we see ourselves as more than just sales people—we work hard to be a true, valuable resource to our marketing partners. We are the connecting point between these companies and our audiences, helping them engage new customers and really get their message out there.
Those connections will continue to be important, even after the worst of this crisis is over. But how you present both yourself and your opportunities right now will surely shape how your current and prospective partners see you for years to come.