Sales strategy – Post pandemic Update!
How is anyone meant to build and sustain a sales strategy throughout an ever changing pandemic?
It has caused businesses to close, adapt, manage their way through three lockdowns whilst finding new opportunities and ways to target prospects.
But yet, here we are, still in business, either at a reduced capacity, the same as before or for some bigger and stronger.
So let’s look at your sales strategy going forwards and confront some of the frustrations that businesses and sales teams might be finding as we move into the middle of 2021.
Consider this a post pandemic update.
Every sales strategy will require some sort of sales prospecting.
In 2019 business owners and salespeople would have had their prospecting either sorted or a clue on where to look.
Network meetings, social media, email lists, cold calling lists, and for some an element of paid advertising.
Overnight in 2020 that changed. Network meetings stopped, prospects closed their doors, gatekeepers went home on furlough and businesses just stopped buying.
So your sales strategy adapted, online networking events became a thing, zoom was commonplace and social media seemed to be the best way of generating interest in a product or service.
It seemed sensible to adapt your sales strategy accordingly.
But as we slowly move out of the pandemic the sudden love for working at home has gone somewhat, people are returning to the office, more face to face meetings are happening and in-person network meetings will soon be a thing once more.
So before you go changing everything, don’t dismiss the pre-pandemic strategy and don’t throw away the adapted 2020 model, find that in between, find that hybrid way of targeting your sales prospects.
It’s going to be different, and I belive that your sales prospecting will now have a heavy emphasis of online and digital at the Suspect and Prospect phases.
Much of the qualification phases will be done digitally. I like this move as I believe this is exactly what Buyers and Sellers want.
That being, more meaningful meetings with better qualified purpose. This will clearly lead to more effective and efficient prospecting.
When in doubt remember that 40% of salespeople say that sales prospecting is the most challenging part of their job so you’re not alone
I’m like a stuck record on this one
I’ve never seen a fisherman get a bite, hook a fish and then walk away.
Yet it’s been recorded that 48% of salespeople never attempt to follow up after getting a nibble from a prospect.
This is alarming when 60% of customers will say “no” four times before saying “yes”.
It’s not because the most committed sales people wear prospects down, it’s because the most committed take the time to give the prospect the information they need and follow up.
As part of your sales strategy include how and when you are going to follow up. All the sales time this requires and recognise that your seller’s administration days could be renamed “sales follow up days”.
57% of people said they would be encouraged to make a purchase from a salesperson who doesn’t try to apply pressure or hassle them when following up.
Online Prospecting Will Stay.
As we move back into offices and face to face meetings our prospects will be doing the same.
Just because you’re back out on the road it doesn’t mean your prospects and customers are.
This means you will have to work a mix of prospecting approaches. Both online and offline.
With your desire to get “back to normal” , don’t forget that your buyers and prospects may still be looking for more digital approaches.
Your sales prospecting needs to be omnichannel and work with “how your buyer likes to buy and not how you like to sell”
Email is nearly 40x more effective than either Facebook or Twitter at new customer acquisition.
Whilst 41.2% of salespeople said their phone is the most effective sales tool at their disposal.
Interestingly, 65% of salespeople who use social selling fill their pipeline, compared to 47% of salespeople who do not.
Finding the right balance moving forward will potentially be as challenging a time as the lockdowns have been for salespeople.
Adapting your sales strategy will play a part in helping your sales bounce back and the confidence of your salespeople return.
If you’re keen to find out more join me in the Sales Mindset Group on Facebook.
Additionally, if you want to take immediate action and develop some of the key skills needed to build confidence, structure and process within your sales strategy please head over to my sales training business Plan.Grow.Do.