When selling in a Covid-ridden economy or selling in a down economy (resulting from any factor!), the enterprise salespeople who sell like professional businesspeople stand out as top performers.
Salespeople that sell like businesspeople talk to customers and prospects about business problems, issues, and challenges. And they know how to address them. With their products of course! But they don’t lead with their products.
Here are 3 Keys for effectively selling in a down economy:
Identify Strategic Imperatives: Every customer’s senior executive management have developed key corporate strategic goals that are critical to their success over the coming 12 months (or more). I call these strategic imperatives. Every CXO has them and every VP and Director and Manager should be aware of them. The executive speaks about them at every company all hands meeting.
Identify Operational Initiatives: Given an understanding of their reset high-level strategies, you must drill down into their operational initiatives or specific departmental action plans. What is the new Covid-impacted directive(s) and program(s)? How will they be measured? What is the anticipated outcome? This is where the budgets reside. There is high motivation behand these operational initiatives.
Confirm Business Challenges: Whatever their corporate strategy and operational action plans, your customers are always facing business challenges. Beyond the obvious impact of Covid on their industry, there are a whole new set of problems and deep implications. They may involve personnel, customers, pricing, costs, communications, etc. Solving these issues in the context of their strategic business initiatives is a way to show real consultative sales value as a vendor.
Great sales conversations are about real business issues and professional solutions to problems. In a down economies, or any economy, great enterprise salespeople understand this and so drive sales meetings that uncover and delve into these 3 keys to enterprise selling.