Selling can come across as insensitive when times are tough… what should you do instead?
Did the hard sell ever really work well?
Selling involves ‘PUSHING’ for a decision and action.
‘PUSHING’ at a time when everything is in turmoil, as it is thanks to the covid-19 situation, can easily come across as insensitive, clumsy or even disrespectful don’t you think?
So, what could you do instead that creates an opportunity for buyers to ‘PULL’ your products and services from you?
In other words, what can you do to get buyers actively approaching you for the things you do?
Tell your Company’s stories.
To be accurate it’s about telling your customers’ stories.
If you’re seen to be self-promoting your heroic role in solving customer problems, then you have your positioning ALL WRONG.
“Look at me, look at me” is not good positioning at this time. It’s too pushy.
Instead go for “look at them, look at them” – look at your customers’ stories.
Could you be doing a better job telling and sharing your customers’ stories?
Such stories can be valuable in themselves to existing customers and other (future) buyers. They can also be the most respectful way of creating ‘PULL’ enquiries about you and your products/services.
Given the challenging situation around covid-19, does it really feel right to be talking up the benefits and the avoidance of pain your services provide, in a well-worked sales pitch?
Instead simply share the stories about what your other customers are doing and how they are handling things?
So how should you show up in these stories if you’re not to be the hero?
You have a different role to play! Think of yourself as a guide, like Gandalf or Obi Wan.
All great stories have a hero, a guide and a villain. How do you apply these to your case study stories?