Selling in Uncertain Times

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A reader writes, "My reps report that previously difficult to reach prospects (pre-COVID 19) have been picking up the phone and answering emails more quickly than before. Conversations and correspondences last longer too. Unfortunately, sometimes during these exchanges prospects cancel scheduled product demos or request a call back in six months.

"Each rep has focused on remaining positive. I want to keep that going. What can I do right now, to help my sales staff?"

Put a laser focus on the one sales skill needed more than any other - addressing customers' objections.

Huddle Up

When sales staffs get together and strategize, everything looks a little brighter. Positive group think takes effect. For the next few days, ask reps to make note of each and every objection they encounter. Since we're all home-bound, schedule a video conference (separate from the regular staff meeting) and run through the following exercise.

Look for Patterns

Put all of the objections in a shared document like Google docs and discuss each one. When you first start this exercise, it will seem as if there are 25 or more unique objections from customers and prospects.

To combat this, create general categories, assigning each objection to a specific one. During this part of the exercise, most sales staffs find there are really only between 4 and 6 actual objections.

Work Together

After isolating these objections, begin to strategize on how to address each one with the customers / prospects. Write the ideas into your shared document.

Finally, conduct role playing exercises so the reps can practice with each other.

Where's the Why?

Remember the obvious. Know why, in spite of all the chaos and confusion going on, customers or prospects should buy your product right now. Ask yourselves:

  • How will our product make their work lives better / faster / easier / more economical?

  • What downsides might the prospect experience if they put this purchase off?

  • If they don't buy, how might this decision affect their business when life returns to normal?

Know the answers before the customer asks the question. Incorporate the information into your responses to objections.

Stress

Reps feeling fearful or apprehensive right now will let best sales practices like listening deteriorate.

Salespeople who might ordinarily listen to a prospect then ask sound follow-up questions do the opposite. After hearing an objection from an emotional prospect, in their panic, they might get off the phone or send a brief email reply as quickly as possible.

Revisit the Basics

If a customer or prospect says, "All funding for that type of expenditure has been cut from the budget as of yesterday," the rep should respond with, "You must have been disappointed to hear that.So many people are going through a difficult time right now. Can you tell me a little bit more about the departmental budget cuts?"

Empathy

As prospects begin to discuss budget cuts and other issues in greater detail, reps need to demonstrate honest concern by asking:

  • How will this affect your department?

  • How will that affect your position?

  • What concerns you the most?

  • How are your direct reports reacting to these changes?

  • How are you handling this stressful situation?

Once they begin to express some of their concerns and anxiety, prospects may be less emotional and more candid. Budget cuts might not be as drastic as prospects first suggested. The conversation may come around more naturally to the importance of purchasing your product.

Good Advice

Remember, sales is the motor that drives companies. Nothing happens until someone sells something. Be empathetic. Be kind. Listen. Serve the customer best by giving them sound, compelling reasons to buy your product now.

I wish all my readers good health during this crisis.