In the last blog post we talked about how sales professionals are masters of adaptation, working to generate revenue in an ever-changing media landscape. As we find ourselves working from home during this time of uncertainty, it’s important to have a game plan that includes keeping our sales pipeline full, and leveraging the BuzzBoard competition feature to provide immediate value for our prospects.
During this time of social distancing, closed businesses, and a grim economy, our conversations with prospects have to be more impactful than ever. In the spirit of adaptation, we have to be consultants who reach out, first and foremost, with a thoughtful and achievable strategy to help them grow their businesses. And that involves being creative in our approach.
We also have to be aware of those businesses that are slowly opening up. As consultants, we have to be the people who can help them stay in front of the eight ball. “Let’s make sure that you’re not missing out on potential business opportunities as people start emerging from their homes – here’s how I can help!”
We’re here for you
Take the major automobile manufacturers, for example. A national campaign for GMC currently promotes a “We’re here to help” campaign that features 0% financing for 84 months and up to 120 days of deferred payments (for well-qualified buyers). Even during a global pandemic and economic uncertainty, the auto industry is banking on people to jump at offers like this.
Automobile dealers at the local level across the country are doing their best to capitalize on national campaigns like GM’s. It’s business as usual—the only difference is in the messaging.
Other business categories can learn from this approach, and this is where we, as sales consultants, can make a difference. As we reach out to our current clients and prospects, our method has to be different. For instance, “Come buy a burger at Phil’s Burger Warehouse” may have been standard last year, but it would be a tone deaf campaign in this current environment.
We can’t rest on our laurels any more than we can assume that what worked before will work now. As consultants, we have to identify what needs to change, why it needs to change, and what parts of a business can be maximized. In the case of Phil’s Burger Warehouse, this is the better campaign message: “For every meal you order for curbside pickup, Phil’s Burger Warehouse will donate a meal to first responders and medical personnel on the front lines.”
It’s business as usual—the only difference is in the messaging. As consultants, we have to identify what needs to change, why it needs to change, and what parts of a business can be maximized.
Business owners need their establishment to be connected to their community, and like everyone, they need all the help they can get. Consumers stuck at home might be more willing to pick up that combo meal knowing that they are paying it forward to the heroes fighting this dreaded virus right now.
Are we still selling? Yes. But we’re not just selling. We’re consulting and we’re problem-solving for our clients and our communities.
BuzzBoard has become an essential part of our prospecting. We use it as a one stop shop for auditing that allows us to take a deeper dive into our potential clients and size them up to their competitors. My favorite if not the best feature is the fact that you can see competitor ads right from within the platform. It’s a really wonderful tool that is fairly priced for agencies and I recommend it to any growing digital marketing!