The New World Order ushered in by the coronavirus has forced all Freelancers and business owners and leaders to learn to be resilient and to steward our organizations in ways that are forward-thinking and flexible. Selling the company’s products and services to generate revenue has taken on an even more central role. There is heightened recognition that the roles of marketing, branding, public relations, advertising, networking and social media are to encourage sales, to attract qualified prospects and convert them to customers.
Now that the COVID era is here, whatever your company previously did to promote sales must be adjusted to get in step with the new reality. As of this writing it appears that we won’t return to “business as usual” anytime soon, if ever. Consider this the wake-up call to update the selling protocols at your organization and prepare to compete more effectively in today’s marketplace.
Selling is the purpose
As noted, it is no longer possible to put the components of a company’s sales process on automatic pilot. Nurturing the brand, revving up the social media presence, strategic networking, targeting of content marketing posts and the like are all relevant but bear in mind that those activities are the “way to the way.” The way a company survives is by making sales. The purpose of a company’s sales process is winning business and that function is the real-time measure of all your imaginatively conceived business strategies.
It’s vital that the sales team (that means you, Freelancer Friend and small business owner) the information and other resources needed to sell effectively, because there’s less business available now.
Start by learning what your clients fear and what they’re prioritizing, in response to how COVID has impacted their organizations. You have likely been in touch with your current clients at least once or twice since the shutdown and subsequent (partial) reopening but if you haven’t done so, send a New Year’s card and follow it up with an outreach themed phone call or email—you’re just checking in to see how the client is doing. How’s business? How are they managing? Listen well and empathize.
Deliver what customers value now
Dive into the social media accounts of past, current and prospective clients to get intel on how they’re communicating with their customers and discover what is being promoted now. The goal is to obtain insights into as many specific reasons as possible that might incline clients and prospects to do business with your company rather than the competition.
You want to understand the issues that may drive customer decisions. This is also your method to discover any obstacles that could potentially impact the use of your products and services, for better or worse. Remember that COVID has collapsed some industries and revitalized others.
Based on what your investigation shows, forecast the perhaps now revised client needs that your organization can address, what new (or ongoing) problems you can help clients resolve. Then, build a strategy to capitalize on what you’ve learned and repackage your offerings.
Map the new sales process
Get used to it, your sale will most likely take place by videoconference. You’ll be at an advantage when sales calls are with clients you already know. When meeting with new prospects you’ll have to work a little harder, but that is always the case. Regardless, do yourself a favor and hire a videoconference tech for three hours to set up your call and monitor it in progress, and allow yourself to focus on how to use your platform’s technology to communicate and connect with your prospect and sell.
Consider presenting a (video) show and tell for a product sale or a pre-taped video testimonial featuring a happy client who’s had a good experience with the product or service you’ll discuss (client success story/ verbal case study). Call in a guest speaker on your team who is an expert on using the product (engineer or the product manager) to provide additional information, take questions and reassure the prospect. If selling a B2B service, a few slides that show the ROI would also help the sale.
Perfect the sales experience
If the prospect is working at the office, or if you happen to know his/ home address, why not add a flourish and have lunch or coffee and pastry simultaneously delivered to the prospect and yourself? You and your prospect can still enjoy a meal together, relax and begin to bond, even if remotely. Morning meetings could benefit when coffee + is delivered at the start, but lunchtime and other afternoon meetings will probably be best served when food is delivered at around the half way point.
Thoughtful planning that keeps the client at the center of the sales process will guide your organization to refocus its sales process in ways that benefit client expectations and the experience. Relationships and referrals that will set your venture on an upward trajectory begin here, with how you manage the sale.
Thanks to all of you for reading my posts! YourHappy New Year,
Image: Actress Myrna Loy (R) sells cigarettes to actor William Powell (L) and his wife Diana Lewis at a 1940 Franco-British War Relief charity event held at the Cocoanut Grove supper club in Hollywood.