Many of us have already got used to the new working routine: we have developed our own home office routine, arrangements via video call or chat have already become standard. So internally, the circumstances are almost no longer a problem; after all, you know when your colleagues are available and who has appointments and when. But one area still faces a major challenge: sales. Even before the Corona crisis, customers and potential new customers were often difficult to reach by phone, and sometimes one waited in vain for an email - and then one is supposed to sell something to these people, even though one knows that everyone has to tighten their belts in these times?
1. What need You for a digital distribution structure?
This new situation requires from the sales staff not only the usual power of persuasion, but above all tact and empathy. In order to sell something to someone now, you must be able to offer a clear added value with timely success and communicate it crystal clear. To the extent necessary, this does not only work with the sales team, marketing is also needed. Together you need to work out a strategy. In the course of this, there are four questions to be clarified:
- What performance do you present?
- How do you present them?
- What media do you use?
- How do you find a "door opener" and the ideal media?
2. Which performance present you?
In frugal and cautious times like these, you need to offer a product that is really worth the investment. It should be innovative and immediately offer your customers added value. A real "door opener". Think about what your (potential) customers really need at the moment. You don't have an appropriate product? Maybe you can develop one! Stay creative! Digital products, such as training courses etc., which you can conduct online, are particularly popular at the moment.
In the course of the general relaxation, however, your "analogue" offers should also come back into the portfolio. Perhaps you will succeed in updating them according to the situation - e.g. contactless operation?
3. How present you your services?
Adapt your communication to the current situation. Even if it is about well-known products and services: Make it clear why your (potential) customers need it right now or should invest in it now. Limit yourself to the most necessary: the added values! At the moment, we need to know exactly what we get out of a purchase before we decide to make it. Use interactive online presentation tools where you can share and collaborate on virtual whiteboards and files in real time.
4. Which media do do you use?
In times when personal contact is severely limited and trade fairs are cancelled or do not take place again until next year, you inevitably have to switch to other media.
It is important that you see this circumstance as an opportunity to further expand your digital sales channels. Often, at the beginning of such a development process, there is resistance in a long-established team to enter new territory. That is quite normal. After all, we are all creatures of habit. Therefore, make it clear to your sales team that digital sales can also make their work easier in the future. Once you have learned how to use new tools, presentations can take place efficiently online even after the pandemic has passed. You save travel costs and time.
However, it is important that your staff feels comfortable with the use of new online tools for sales activities. Therefore, you should make a joint selection of suitable sales tools. In addition, you should check whether the responsible persons in your company have the technical means - also in the home office - at their disposal: stable and fast internet connection, devices for good audio quality, etc.
5. How come you to a consensus?
The aim is to create a consensus that motivates internally and convinces externally. This is only possible through joint exchange. In a solution-oriented sales workshop, you clarify the questions listed above with employees from sales and marketing. For a successful strategy, both areas must work closely together and adhere to a jointly developed concept. Marketing creates and disseminates target group-oriented content that the sales team can use in customer meetings to convince them.
6. Conclusion
In sales, it is also important to remain flexible and adapt to external circumstances. Of course, a video call does not replace personal visits between customer and sales, but in times of social distancing it is an alternative that offers many possibilities. Getting to grips with digital possibilities now will also give you the advantage in the future of being able to react more flexibly and quickly to the wishes of your customers and prospects.
Marie Great
The strategy and creative teams at Blaupause are passionate about creating relevant and creative content for our B2B blog. Do you have a topic related to B2B marketing, innovation management, employer branding, etc. that you'd like to learn more about? Bring it on!