Customers are currently concerned with the uncertain situation and short-term results. In order to be able to act as leaders in current times, we will discuss a few questions in detail:
- What do we know today, and which changes will be permanent?
- What are the 5 new skills that every salesperson needs?
- What are the 4 main pitfalls?
- Contact as many people as possible
- Assess the customers who are active and are even ready to make investments
- Subdivide your customers in groups based on similar needs and set priorities
- Set up small-scale campaigns in line with this temporary subdivision
- Be prepared and be sure to practise, as the contents of the conversations is totally different than usual and physical conversations are not possible
A brief survey in this webinar indicated that enterprises mainly struggle with (in descending order of importance):
- Filling the pipeline to limit the impact to a minimum
- Acquiring several contacts with the same company in order to acquire a clearer insight
- Mixed feelings about the continued remote sales
- Focus on short term rather than on long term
According to an investigation by McKinsney, 96% of enterprises have adjusted their “go-to-market” model to the current situation. 80% even state that the new approach will be applicable at least 1 year. Within the context of this new approach, it’s a challenge for salespeople to remain relevant and create value immediately.
Three important components of leadership are:
- Way of selling: it’s essential to have several contacts in a company, but that’s only possible via a hybrid interaction model. This means less face-to-face contacts, less travelling but more digital contacts.
- Timing & opportunities: proper time management has more than ever become crucial for setting the right priorities.
- Value creation: In these uncertain times there are 6 factors customers are extra sensitive for. Responding to one or several of those factors with value-driven messages is an important way to have more impact. These 6 factors are the following:
- Social responsibility
- Reducing anxiety
- Risk reduction
This new approach also means that salespeople need a number of new skills:
- Building bridges for customers: By combining the insights of the different contacts within the company and linking them to the additional value your company offers
- Talking to customers with a beginner’s mindset and avoiding the pitfall of pre-covid assumptions
- Combining proactive interactions with replies to the rather reactive questions.
- Being able to provide structure and react to unfiltered customer information, so that the colleagues think along and work on the basis of the new insights
- Making use of the video meeting experience acquired in order to introduce a hybrid interaction model with more virtual contacts alternating with physical meetings
- Closing the gap between knowledge and competencies
The most important pitfalls in the current situation are:
- Changing too slow due to a delay in translating the impact into a new approach
- Getting stuck in replying to short-term reactive questions
- Underestimating the required new knowledge & competencies
- Not letting go of the experience and insights acquired before covid-19 and thus missing or misjudging new opportunities
Do you want to know more about how you can face the current challenge?