Now is the time that our customers need us the most and gives us a unique time to separate from your competitors.  Everywhere there is doom and gloom and people are looking for a ray of hope.  That relief can come in the form of the sales professionals that usually spend their day calling on customers and dream clients.  Although, the reasons for today’s uncertainty are fundamentally different from 2008, there are three focuses that sales professionals should have today.  These strategies will build credibility with clients and prospects that would normally take years to build otherwise.

First, be seen however you can!  This is not the time to hide under one’s desk and act like no business is going to be done.  When a sales professional calls on their customers in these times, it is an opportunity to ask how they are really doing.  The primary focus is to show your customers that you feel their pain, and let them know that they are not just a relationship on the other end of a selling process.   Call them or stop out if you can to see how they are doing, how you can best support them, and then listen.  I remember long time customers telling us that they would never leave us because we were there for them when times were tough.  Being seen shows confidence and that is one of the beginning hallmarks of credibility.

Secondly, know their business, how they make money, and help them to support their core operations.  Take the time to ask them how you can help is a powerful way to build credibility.  In 2008, I made this a focus for all of my sales teams.  One of my sales professionals was out to one of his customers in the agricultural sector asking how he could help.  The customers said with a smile and a bit of mischief, “Do you know how to sort cattle?”  The customer told me later on that when my sales professionals said to him, “How many people do you need?” he was blown away.

That Saturday, several of my team including me, were ankle deep in ‘mud’ helping our customer in a time of need.  I realize we can’t do that for everyone, but the point is if you are going to act like you care and want to help, be prepared to. Be tactical in what you can and can’t do and then deliver with true authenticity.

You can build credibility for great customers when the focus is not just on what you can sell, but what they need in their darkest times. Imagine the impression that other businesses in our community had when they heard this.

Third, keep up on trends in their industry and let them know what you see is happening in their world.  Sometimes in times of crisis, people can hear so much doom and gloom they can put their heads down and the blinders come on.  Although, being focused can get one through their tough times, business owners may not take time to look up and see opportunities.  Take your information deeper than a ripped from the headlines approach.  Your customers can do this.  This is a great time to review one of your customers supply chains and spend time finding out what is going on there.  Get out and talk to people in your customers industry to see what other insights you can acquire.  This can give you insights into what may be on the horizon for your customers company and become useful information.

It is important that we are not just going out to join the pity party, but to be a voice of optimistic realism.  In times like these, business opportunities can exist that may transform a business, and it is our job as sales professionals and strategist to help companies see around corners.

This is your time to sell without selling and is a great opportunity to cement your relationship with great customers and potential dream clients.  We have all seen that person when they walk into a room, they gleam a positive can-do attitude.  Be that person for your customers by being visible, insightful, and supportive and you will have credibility that would normally take years to build.

 

Larry Young is a small to mid-sized business development strategist, keynote speaker, and author who helps organizations grow market share by knowing how their customers make buying decisions.  He helps those companies position their sales process right in the center of their dream target market.  Over the last two decades, Larry has helped 100’s of companies understands the difference between thriving and surviving. He can be reached at boilingfrogdevelopment.com or sales@boilingfrogdevelopment.com.