Selling Print in Virus-Induced Times, Part 1

Good morning!

My mom used to say, “Bill, you lead an interesting life.” These are certainly interesting times. But like my mother, I am a stubborn optimist, one who accepts the reality of the day but does so while looking for the silver lining.

These weekly sales tips typically give you general sales advice, but instead, I thought I’d offer up something more fitting for these interesting times. So long as this virus interrupts business, I will have an idea for how to use this gift of additional time each week.

Let’s begin…

I’ve now spent a week coaching salespeople and selling owners in the face of this new reality. As expected, there is a lot of fear on the part of this group as well as their customers. Orders are either being reduced or cancelled altogether. As a sales rep, one can’t help but think about the financial impact on commissions (myself included).

It’s scary.

So, let’s start here. As unique as this situation is, this, too, is a part of sales and like every other part, you need a strategy. Here are a few thoughts designed to help:

1. First, expect it. A sudden and sharp drop of sales in inevitable. It is a punch in the gut. If you are a legacy rep, you already know this feeling but the “OMG! THE END IS NEAR” is a completely normal reaction;
2. Second, as you process this terrifying news, control the urge to panic. As your mind wanders to the future and you play through the impact of a hit to your paycheck, know that these feelings are finite and temporary. They, too, are inevitable but they WILL end;
3. Next, once the shock has passed and you are thinking more rationally, ask yourself the same question I urge you to ask on a normal day: “What is the best use of my time right now?” See, as unfortunate as this situation may be, there is still an opportunity. You still have options …

Each week, I will give you a new idea for how to use this time. Here’s this week’s: Call your clients and learn what impact the virus will have on their business. This is good for the relationship, but it also might identify a new opportunity for a product or service you do not currently provide. In general, I urge you to get closer to your clients, even if you don’t have any Purell left. What if, for example, you found out the customer was counting on their website to handle sales? Your reply might be, “Let me help you drive volume to your website.” See?

So, gang, look, we are all suffering, some more than others and myself included. It’s a process. It’s a part of sales. Look at this as a fatal blow and you are dead. See the opportunity and you take advantage of this gift of time.

If you want to talk, get on my calendar. I can help. Here is the link to book time: https://go.oncehub.com/BillFarquharson. Next week, I’ll be back with more ideas for how to deal with these interesting days. Until then, work your way through the anxiety, knowing it’s important to get up one more time than you get knocked down.

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“Bill Farquharson’s coaching has paid for itself many times over” said a weekly coaching client. Go to BillFarquharson.com and click on the “Training” link in the header for more information or to contact me and discuss your sales challenges.