Regardless of your opinion about how we got here or how current moves are impacting us, I think everyone can agree that there is great uncertainty with the economy right now, which is causing delays in security spending.
Remember, purchasing activity will pick up again. When that happens, where will you be? Use these five tips to help you sell during these uncertain times:
1. Look beyond the uncertainty period.
No one knows how long these things last, but they do end. Visualize the beginning of an uptick in the economy. Create a picture in your mind of where you will be, and how your customers will perceive you. Will more prospective customers know and respect you? Will you be ready to take advantage of the vast opportunities? While others are mired in fear and self-pity, think about the advantage you’ll have by working through this time in a positive way.
2. Build your brand.
Invest in yourself during uncertain times. Increase your educational presence on social media, attend and speak at more networking events, and visit more prospective customers. The goal is to become known as the subject matter expert during this time. When predictability returns and the market starts to buy again, many of your competitors will be working at other companies and their accounts will be looking for new providers. If you start then, you will be too late in the game.
3. Deepen your relationships.
Identify top-tier customers and partners and intentionally deepen your relationships during this time. While most salespeople will focus on accounts that can generate business today, some customers are being ignored. Get out there to help customers who bought a system three years ago, get to know more stakeholders throughout your accounts, and proactively contact your partners to develop creative campaigns.
4. Do whatever your boss asks (up to a point).
Your boss will ask you to do some weird and illogical things during uncertain times, and that’s usually because their boss has asked them to. Unless it is unethical or against your personal beliefs, just do it. Most of these long bombs are time-wasters, but understand that management is under as much pressure as you, and cooperation makes this current process easier for everyone.
5. Show empathy but do your job.
Don’t blindly tell a prospect about the amount of risk created by pushing a project out six months. That will only alienate them, and unless you’re talking to the one-and-only decision-maker, there is zero chance the comment will work. Empathize instead: “I understand the delay – many companies are sitting on their cash right now until they know what’s going to happen with the economy. I get it, and I’m sorry you’re in this spot. If leadership gets concerned about the risk of using the old system and the $27k per month that they’ll be losing until we fix this issue, just give me a call. I’ll check in now and then.” This statement illustrates that you understand while indirectly reminding them of the risk.
