Everyone is panicking. And with good reason. So, how are you approaching your prospects and customers when their minds are guaranteed to be affected by the COVID-19 crisis?
People keep asking me the same question: How can I keep selling to my customers without being perceived as insensitive or out of touch with current events?
If this has also been worrying you, you’re in the right place. As people send me their questions and concerns during this time of crisis, I’ve seen the same two mistakes repeated in many different sales teams.
Let’s discuss these two trending mistakes and how your sales team can avoid them...
Mistake #1: Being Overly Anxious About How You’re Perceived
Empathy is a huge part of sales. You must build trust and establish rapport to sell, even in normal circumstances. So, being extra empathetic during a crisis seems to be the natural way to proceed, right?
This logic, though sound, has many sales teams overly concerned about how their customers perceive them. They’re wondering:
- Why are prospects buying or not buying?
- What are their main concerns right now?
- What are their fears and doubts?
If anxiety over questions like these is causing you not to pick up the phone and close deals, then you’re making one of the biggest sales mistakes of this COVID-19 crisis.
Don’t get stuck in your anxiety about how you’re going to be perceived by your customers because this could paralyze you.
It’s okay that you’re unsure how to approach your customers and prospects during this time. If you’re feeling like this, be open and honest with them. They’ll appreciate that you’re not 100 percent sure how to proceed at this point because let’s face it: they’re probably not sure either.
Here’s how you can approach this kind of conversation:
“Hey, Mr. Prospect, I know this is a crazy time right now, and I want to be sensitive to your needs. If you need help or I need to be quiet, I’m happy to adjust. I just wanted to reach out and see how you’re doing, how I can help, and if you still want to close this deal. Is making this purchase going to help you continue through this crisis?”
Of course, if you call 50 prospects and everybody gets angry with you, it might be time to adjust your approach. Just ensure you take in whatever feedback your prospects give you; then, you can adjust accordingly and keep selling.
Mistake #2: Assuming Your Prospects aren’t Going to Purchase
I keep hearing salespeople say: “I don’t want to push this deal because I’m not sure if now is a good time for them to purchase.”
Yes, we are in the middle of a global pandemic. Yes, things are probably going to get worse before they get better.
But remember: This is not the time to crawl into a hole and wait for someone to tell you it’s okay to start selling again. Right now, businesses are still running. Software is still being purchased. We’re still closing deals right now, and you can too.
Don’t be so worried about annoying someone that you stop serving your prospects and customers.
Your product might be able to help your customers through this difficult time. Maybe you have something that will help them start working remotely, or maybe you can offer a product that takes some tasks off their plate and helps them focus better.
Whatever you’re selling, find a way to make it relevant and useful to your customers during this crisis.
Here’s the key: Don’t pretend everything is great when you reach out. Acknowledge this is a stressful time. But don’t stop selling just because you think they might not purchase.
We still have prospects in our pipeline who are interested in our product, and I’m sure you do too. We have prospects who are paying a year in advance for our product. You can do the same if you keep working your pipeline effectively and focus on serving your customers.
Here’s my closing advice to you: Keep closing deals.
It's good for your career and company when you continue selling and building your business through this challenging time. By continuing to sell through this crisis, you’ll contribute to the economy and help the world function through the pandemic.
Are you facing a specific challenge you can’t get around during this time? Let us know.
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