2020 is the year of the pivot. We pivoted revenue goals, work-life balance, hiring practices, and back to school plans, with learning-as-we-go adjustments.
While adapting to constant change, many of us thought (hoped? prayed?) that this could be the year without a summer sales slump. With camps closed, cruise ships docked, and most countries restricting American travel — and markets remaining mostly steady — this could have been the year without a Q3 sales dip.
However, six months into coronavirus, professionals are itching to leave their WFH setup and go somewhere, anywhere, with local travel being the most popular (and safest) option:
Set realistic expectations by discussing timelines for decision making as early as possible. Some salespeople are afraid of coming on too strong too fast — gauge the lead’s interest level and qualifications first. Then suggest, and compromise on, a timeline that’s worked in the past.
If your sole contact goes on vacation, you’ll be in the dark until they return. Avoid being ghosted by interacting with multiple stakeholders from the jump. Encourage contacts to invite colleagues to your first discovery call or demo with a shareable meeting link.
This is extra tricky during coronavirus, because terminated and furloughed employees aren’t updating their social profiles. Stay on top of industry news and personnel shifts with Winmo (of course), Adweek, AgencySpy, Bloomberg, and MarketWatch. Set Google alerts for top companies, too.
In conversations with leads, focus on issues impacting their industry now and how to address them immediately (or face further stopgaps in 2021). Focus on the why instead of the what:
Take advantage of the summer slump to run test campaigns on a new product or service. Embrace the human need to feel valued by asking leads and decision makers to give their feedback early, so a product you catapult in the fall or winter can be tailored to their individual needs.
Discover the strengths and weaknesses in each sales rep to point them in a more motivational direction. Crystal helps professionals learn what type of communicator they are, ensuring each rep can confidently address decision makers.
These connections are a valuable resource all year round, but are especially helpful during the summer. Successful clients in your primary market know other people who could be a good fit for your business, so ask for an introduction. Sweeten the deal with a referral incentive such as discounts or added features.
Up- and cross-selling is one of the most valuable sales strategies. During periods of low inbound sales, reps have the extra time to create compelling cases for purchases. Even if they aren’t ready to upgrade, reps should lay the groundwork for future conversations.