The world is grappling with the ill-effects caused by the novel coronavirus pandemic. Everything has come to a standstill in this first-of-a-kind situation. No one has an ounce of expertise in such situations. With entire nations under lockdown, and businesses trying their best to operate through these trying times, one thing that every Sales and Marketing executive should remember is that – a challenge such as the current one doesn’t necessarily mean you have to put a stop to your Sales and Marketing plans!
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With marketing and sales budgets slashed or on pause due to these circumstances, the entire sales cycle could hit a dead spot.
Sales is the backbone of any organization and in no circumstance can it take a back seat! Tough times require tough measures, or better improvisations!
I wouldn’t shy away from saying that it’s not business as usual (even I have taken a few hits in these circumstances).
But here are some things that have helped me connect with my prospects inspite of these circumstances.
Empathy is the need of the hour
Sales is not only about the people you sell to and the numbers.
Any conversation with a customer or prospect should start with knowing the situation and empathizing with them. This is very crucial, especially in times of a world crisis. Your typical sales pitch can definitely take a backseat or may not be required at all during this time. Your empathy during these times would go a long way in showing your customers that they can trust you. Be empathetic and create meaningful relationships with your prospects during these times.
Need more tips on having meaningful sales conversations? Then don’t miss this SalesStar Podcast Episode with Maria Tribble, VP of Enterprise Sales at Pathfactory.
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Be a social celebrity (If you can!)
 With entire nations under lockdown and teams resorting to a work-from-home mode, it makes sense to use the additional time you might have on hand to capitalize on the extensive reach and potential of social media. Now is your turn to improve your social presence within your fraternity and be known to your prospects as someone who is not just a salesperson. Your prospects would be more active on social sites during a time such as this, so it’s a perfect opportunity to strike the right chord albeit as discussed previously, with empathy!
Cold Call and Cold Emails still work (Handle with caution!)
 Your traditional methods of reaching out to prospects are still not dead amidst these worrisome times. Although, not as effective as the usual days, we need to understand that people are still working and you might connect with them through traditional routes.
So, relax and click on that send button or the dial without a second thought but be thoroughly prepared for lower response rates or aggressive reactions.
Keep your new prospects close, Keep your old customers closer!
Prospecting can never stop. It should be executed irrespective of the circumstance (I’ve heard some sales leaders have asked their reps to not reach out for new business during this time.) Keep your existing set of clients for recurring business opportunities if possible now or for the near future, this should be your priority. Pick up the phone and ask them how they are, or  drop them an email asking if everything’s fine. If you are able to win someone’s business during the bad times, you have their business for a lifetime!
ImproviseÂ
These trying times require new ways and new techniques to connect better with prospects. Who knows the craziest ideas you have might just click and in a time where others are struggling, you might be the next big thing!
Always adapt and improvise as per the situation at hand.
Sales people are meant to have a thick skin. They never bow down in spite of the chips being down.
This too shall pass and there will be brighter days!
Till then Happy Selling!
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