How to sell in a crisis
Keep calm and carry on?
Renowned and seasoned sales trainer Fred Copestake says ‘Keep calm and carry on’ is probably the worst piece of advice to give and most disastrous course of action for any sales team to take. Any crisis let alone a ‘corona virus pandemic’ is extremely challenging for business and consumers alike. In the world of sales, the whole environment changes and this needn’t be a negative thing, it presents salespeople with an opportunity do something different and create a competitive edge.
Throughout the change salespeople need to be hyper prepared! It isn’t just ‘Business as usual’ whether that be better planning, thinking, strategizing or reaching out in new and innovative ways, the opportunities are there.
To do this effectively requires behavioural change, not carrying on as you’ve previously done but breaking the habits and adopting new approaches. Its about Mindset and structure:
The right mindset
Mindset is about how to keep positive, focussed, calm and in control. The professional salesperson has an opportunity to be that calming influence around customers and colleagues by using T-CUP psychology -thinking clearly under pressure. By projecting composure and stability, discussions can move beyond panic phase to a more productive shared planning phase.
Be structured
Structure is as important as ever in a crisis as sales interactions will be completely different. Whilst there is a need to be calm and keep a degree of continuity discussions will be far from normal. Salespeople will more than likely be working in isolation which allows for plenty of thinking space. They should use this time wisely to fact-find, strategize and guide customers/clients through frameworks, solutions and provoke insightful reflections.
Difficult times means spotting opportunities without being opportunistic and pursuing profit without profiteering. It’s what professionals do.
Prepare your people
Help prepare your salespeople for operations within a crisis with our ‘Selling in a Crisis workshop’ where they will learn about best practice approaches to selling, remote working tools, social selling and developing the right mindset and structure.
