According to Jeff Winters from Harvard Business Review, businesses who spend their time brainstorming how to drum up new leads once ‘the storm’ has passed will be too late to gain a competitive (or any) advantage. The tactics that worked in the past may or may not work now. The old profile of a winning salesperson as a rugged individualist is giving way to a new profile: a team player who can collaborate with others.
Switch to ‘yes’ mode and be empathetic. Engaging with prospects’ social posts, writing handwritten letters, giving strategic information or maybe genuine gifts are all smart tactics for staying top of mind — but they’re just some ideas. Continuing to generate leads and close sales will require continuous experimentation.
Look for prospects that are doing okay financially, then your prospect is likely more inclined to buy from you. If they’re not, your prospect’s buying behavior will have changed, too. These changes can range from not buying at all to slowing down the sales cycle. Take this into consideration when you’re forecasting leads and deciding how to spend your time. It is also critical to know how your prospect’s customer is faring as you think about the resources you’ll spend on a sales deal.
It will be easier for salespeople to deal with repeat customers who are familiar with the company and the value it offers. You may not be able to sell your product at a premium price. If you can get something to sell to your prospect who needs it during a difficult time (even at a discount), that will be a win for everyone. They’re receiving what they need, and you’re still selling.
Pitch all deals like you’re pitching to a CFO. Think that all deals are receiving more scrutiny from financial decision-makers. Because people will be scrutinizing buying decisions more, you need to be more intentional, direct, and repetitive about ROI. You have to emphasize to your prospects that you have a very clear, demonstrable ROI. To demonstrate ROI, you must highlight the direct connection between the product or service you’re selling, and the customer organization’s goals.