Welcome to the New Year!

I want to get straight to the point and address the elephant in the room. Covid is still raging and its presence is still impacting our businesses. We have made some headway and there is reason to expect the year to improve but for now, I want to give you some advice for selling during covid – a 2022 edition.

How have things changed?

2021 brought us a vaccine and a bit of freedom. It also brought us face-to-face with some things we never really had to address before.

Supply Chain Issues

Supply chain interruptions have disrupted businesses of all stripes. The medical supply, electronics and automotive industries have been hit hardest but if you manufacture ANYTHING, it’s a good bet that these supply breakdowns have affected your ability to build and deliver your products. Things are starting to get back up to speed but you need to keep these disruptions in mind and be sensitive to those whose businesses and bottom lines have been negatively impacted.

Yes, you should stay optimistic, but be cognizant of your prospects’ struggles.

Business As UNusual

Business structures have also changed, in some cases, quite radically. On one hand, you have companies that are back up and running, in person, as they were before the pandemic. On the other hand, there are some that have embraced a new, virtual only, existence. And many are still figuring it all out, trying to make some hybrid of the two, work.

Don’t assume that everyone you call is sitting at a desk in an office or that they are still just down the hall from the decision makers. Be aware of the multitude of configurations now in play and be flexible. Ask what method of communication works best for them and then use it. Selling during covid means that now, more than ever, being flexible and adaptable is mandatory.

Patience is a Virtue – and a Real Necessity

In addition to adapting to these new work logistics, most of us are also juggling numerous personal, family and health changes and challenges. People may have shorter fuses and less patience. Remember that this is in no way a reflection of your worth or skill.

Ask people if it is a good time to talk. If it isn’t, ask when might be better. Be patient and you will be rewarded with their time and attention.

Do NOT Waste Time

When you are able to speak with someone, make sure that you are ready! It is very rare that people ever really have time to kill but for most prospects, time is tighter than ever. Be considerate and don’t waste their time – or your own.

Do NOT Sound Salesy

It is NEVER a good plan to go into hard-sell mode or to sound salesy. But with people’s time and patience stretched thin, sounding like you are trying to sell them something just isn’t going to work.

How are Things Still the Same?

As much as things have changed, most of our tried and true tactics are still effective.

Check out our Cold Calling Success Tips and this post on Active Listening.

We are ALL Starting Over

As Mark Hunter pointed out recently, the new year levels the field. We are ALL starting at zero. The high performers, those that missed their goals last year and everyone in between. Don’t focus on the last year, but the one ahead.

Your Mindset Will Determine Your Outcome

Keep your eyes on the horizon. Focus on what you want to have accomplished by December of this year and stay optimistic.

For more on this, see my post Optimism Increases Sales

Stay Focused

The pandemic has created even more noise and news to distract you. Ignore it! Stay focused on your goals, your KPIs. Perform the activities YOU need to do to meet those goals.

Keeping busy will help you ignore those distractions and once you see the progress you are making, it will be easier to keep going!

Wishing you a Happy, Healthy and Prosperous 2022 and here’s to hoping we won’t need a 2023 edition about selling during covid!

Here are a few related posts you might also find helpful:

Prospecting Post – Covid

How has the Covid-19 Pandemic Changed Cold Calling?