Selling in the Time of COVID-19: Pro Tips for Sales Success

With COVID-19 affecting nearly every aspect of our professional and personal lives, businesses need to learn how to adapt to the new normal and rethink their content and communications. From travel restrictions and changes in market demand to temporary hiring freezes and remote teams, there have been a multitude of new challenges that have made it harder to sell. This is a new frontier for many of us, and the old rules no longer apply.

This period in sales history requires patience, keeping an optimistic perspective, and being adaptable. We may be forced to change how or when we sell and adjust our expectations. Times are certainly different than they were even a few months ago, but this isn’t the end, this is an opportunity to evolve, grow, and conquer. You just may have to adjust the way you are doing it, or who you are doing it for.

Here are some pro tips to help you adapt to your existing strategy to accommodate a global pandemic and struggling economy:

Update Your Value Proposition & Personas

The value you once provided may no longer be relevant, but don’t panic! This can be as simple as tweaking how you message your value and addressing how your value proposition and personas should be changed. Whatever your value is, reflect that value in your persona marketing. For example, countless restaurants have revised their message to highlight how they support delivery and takeout operations, which has been a game-changer for the food service industry. Whatever industry you’re in, you can adapt your message to match the needs of your audience and adjust your strategy to reflect the changes that COVID-19 has had on companies. Updating your key personas quickly while considering your customer’s current needs is imperative to remaining viable during this time.

Acknowledge & Empathize

Put yourself in your customer’s shoes and ask yourself how their priorities have changed in the last month, week, or day. Above all, empathy and transparency are more important than ever. Right now, keeping a meeting or jumping on a phone call may not be your client’s biggest priority, and that’s completely understandable. Remember that some industries, like hospitality, travel, and emergency medicine, or areas like NYC or Seattle, have been greatly affected by COVID-19.

There are a great many businesses developing content that openly acknowledges that life may have changed for their customers—which is not only important but also highly effective. To make meaningful connections, we have to acknowledge the setting that we’re all in—and that means talking about it and giving people space to regroup. Sometimes the best thing is not to contact someone immediately. Your customers are likely already feeling overwhelmed, so take this time to slow down and research your client base before you initiate conversations.

Revamp Your Content

You knew it was coming, and you can’t avoid it any longer—it’s time to revamp your content. Whatever your strategy may be, the most important thing is to discontinue using content that references irrelevant value. For example, consider expanding to other channels like LinkedIn or utilizing an integrated chat application to stay connected to your team. You may also modify your email content or call scripts to reflect the recent changes your business has made, like safety measures or new hours of operation. You can even create and share white papers, case studies, and surveys to keep your customers informed and up-to-date, or host webinars, lectures, conferences, talks, or workshops online. Keep in mind that your strategies will likely evolve over time, so researching different channels and testing them out is important. Think about the channel that works best for your situation and go for it!

Listen to Your Customers

Your customer’s attention is more divided than ever. According to market research TOPO surveyed 350+ sales professionals to understand the early impact the COVID-19 pandemic is having on their pipeline and found nearly 50% of buyers aren’t willing to book a meeting right now. Needless to say, it’s not business as usual anymore, so ditch the boring sales pitch! One of the most important things you can do in business, especially when it comes to sales, is to listen. What do you customers need? What are their goals, and how can you help them achieve those goals? Your first interaction with a potential customer sets the tone for that customer’s entire experience with your business. Have a real conversation with them and remind them why they need you. Remain professional but be authentic and thankful. Sincerity and gratitude go a long way.

Seek New Learning Opportunities

We’re all going through this together, so why help each other along the way? There are so many resources right now that can help you successfully refocus your business. The Long Island Center for Business and Professional Women is pulling for each of you, your families, and your businesses to remain healthy during these times and beyond. Be sure to register for our upcoming event Back to Business: Sales Strategies for the New Normal with Dale Carnegie Training where you’ll learn how to help you and your business adapt to this unique time in sales history. We will also share how to easily, and empathetically, update your business strategy for success in the midst of global and economic change. Remember, trust and the strongest relationships are often built in the most difficult times. We’re in this together!