Feature
Selling in a crisis
EN talks to Raoul Monks, founder of Flume
Training about a range of free courses the
company is hosting to help sales teams across
the event industry
I
’ve worked in this
industry for 20 years,
but nothing has come
close to this. Everything
that was certain has
become uncertain and our
businesses and people have
been hit incredibly hard.
The impact on most sales
teams has been exceptional.
Many are paralysed at home
with nothing to sell, asking
themselves, ‘What on earth
are we going to do?’
There are two responses:
» Passive behaviour due to
anxiety about contacting
clients who don’t want to
be sold to.
» Aggressive behaviour
due to determination or
pressure to hit numbers.
We believe that the biggest
mistake sales teams make
is to look at everything
from their own perspective
and not the client’s.
Shifting perspective drives
everything we do. What do
clients need to get through
this incredibly tough time
and how can you work
together to help them?
B2B buyers are more risk
averse and will be facing
uncertainty both in and
outside of work. There
will be anxiety and lots of
emotion. More than ever,
they will be more focused
on themselves and asking
themselves: ‘What on earth
44 — April
am I going to do?’ They
have become paralysed- they
are just like many of us.
Unfortunately, most sales
people either shy away
from a conversation at all,
or, barge in shouting about
their products. Neither of
these approaches helps the
client at all.
The best way to overcome
anxiety is with a plan. We
have created a pathway to
help you navigate through
this time:
1. Agree your purpose then
laser focus. Step into your
client’s shoes and ask,
why should you exist right
now? What is your cause?
What do you want to be
known for when you come
out the other side? What
cause will your clients
genuinely care about that
you can help with?
2. Shift to your client’s
perspective. What help
do they need right now?
How can you help them
get there? What new
innovative approaches can
you create that would help
your clients solve their
urgent issues right now?
What approaches can you
create to help your clients
through this crisis?
3. Shift to the client’s
perspective and consider
how to position your
proposition. Ensure your
team are stating their
purpose; focusing the
client on how they want to
come through this tough
time before collaborating
with the client to help in
every way they can. Here
are some rules to follow:
» Be assertive.
Acknowledge the
client’s situation and
state your purpose.
Now, thinking day-to-
day breeds uncertainty.
Your sales team’s role
is to create certainty
by moving your client’s
focus further into
the future, aligning
your objectives and
collaborating to help
them through this time.
» Be empathetic – Think
of everything from your
client’s perspective.
Consider what they
won’t respond to and
what they do need
from you. Personalise
your approach to them
in their role and help
them feel secure and
confident. Help them
and they will help you.
» Be valuable. Every
conversation needs to
be worth paying for. All
your clients care about
is getting through this,
but no one knows what
is, and what isn’t going
to work. Your team have
a unique opportunity
to learn and then share
stories of successes
and mistakes. Your
team needs to focus
on offering new ideas
and perspectives that
will help your clients
navigate this tough
time. Don’t sell, help.
Focusing on your client’s
goal in order to achieve your
own. Having a stance and
communicating clearly.
We will be continually
sharing free content via our
LinkedIn Group (Media
and Events - Selling in
a crisis) and our Flume
Sales Training Youtube
channel. We are running
regular free webinars and
have created two, powerful
modular remote training
programmes: ‘Selling in a
crisis’ and ‘Leading remote
sales teams’. These are
designed to help drive teams
through this incredibly
tough time.
Follow us on Linked-in and
subscribe to the Flume Sales
Training You Tube Channel.