You Don't Have A Pandemic Problem
I've got more than a few clients right now who are really unsure of how to grow their businesses during COVID. They're frustrated that it's not business as usual, and while that's a valid feeling, it's time to stop the hand-wringing and start thinking about what can still be done.
"Offices are closed..."
"Nobody's there or answering the phones... "
"Nobody wants to meet face to face..."
"I can't get people out to coffee or dinner..."
I'm more than a little passionate about this, and if you've been reading me for more than a few months, you may even know where I'm about to take this piece. I'll break down these objections one at a time and then get into the bigger issue...
{As an aside, isn't it funny how salespeople hate getting hollow objections like these from prospects, but as soon as things become a little uncomfortable, they jump right into them?}
The office is closed
This one kinda blows my mind. It's an easy one to start with, and for me, it highlights a really profound concept. Salespeople aren't thinking about what they need to accomplish, they're only thinking about what they need to do. I'll say it again...
You're not thinking about what you need to accomplish (the goal of the call, the objective of the meeting, the outcome you want to achieve), you're thinking about what you need to do (drive to the office, knock on the door, try to woo the receptionist, and leave some information so they can call you).
So all it takes to keep salespeople away is to lock the door and put a sign on it? Don't be ridiculous! There are so many other ways to try and reach your prospects. If you've made this excuse, I'm willing to sweep it under the rug and let you take it back. You can do better and you know it.
Nobody's there to answer the office phone
Most of you reading this probably aren't selling door to door, but you have a similar issue, right? Nobody's in the office answering the phone. Let's unpack this next farce quickly...
If the business is still running, someone inside is communicating with the outside world. That means that somebody is answering the phones remotely, checking voicemail, and probably still in front of a computer several hours a day.
Of course, you can reach them. The problem is you've told yourself a bad narrative about the phone. Your skills are probably rusty or lacking and you don't know how to leave a compelling voicemail message. You also know the typical sales email doesn't get a response, so you tell yourself that will never work either.
Make no mistake, this is a you problem. My friend Larry Levine likes to say that salespeople have hypnotized themselves into believing that what they don't do doesn't work. Snap out of it. You're better than this.
Nobody wants to meet face to face
Can you blame them? Do you even want to meet face to face? Even if everybody you're dealing with wants to, there are a lot of situations where it's just prohibited right now. Yet you still have a job to do, so you need to find another way.
Here's my question... what is it that you want to say that absolutely has to be said in person and can't be said over the phone, Zoom, or some other medium? Is that that people don't want to meet with you in person, or that you just aren't sure what you want to say or what you're supposed to accomplish in that meeting? It's almost always the latter. Admit it, take back the control, and get to work on your messaging.
I used to get people out for coffee or dinner. Do I have to learn to play golf?
I've said this before, and I'll continue to say it.
Your prospects are not looking for new friends.
They don't need someone to buy them coffee.
They prefer being home for dinner with their loved ones.
Golf is too hard to learn on someone else's behalf (unless you're a fool for the game like I am).
Look, selling is highly relational, and there is tremendous value to meeting in person and sharing an experience. But selling is about a lot more than using a corporate credit card. A golf course or a great meal can lead to stories and connections that last a lifetime, but it's pretty widely recognized that while we can't do some of those things right now, we all still have work to do.
These objections (and so many more) really all come down to just a few things...
You don't know how you solve your customer's problems.
You don't have compelling messaging about how you can help them.
You don't really believe that there is as much value for them in a conversation as there is for you.
You don't have a pandemic problem, you have a selling problem. And it was probably a problem before the pandemic too.
If you really know how you help people...
If you're known as someone worth talking to with something worth talking about...
If you really believe that your customer is better off for having worked with you, and are willing to do whatever it is to get that concept across to them...
...then you won't have much additional trouble making sales or even making your number this year.
Selling is always going to be hard, and the fundamentals will always get you through. Don't forget about them just because the situation on the surface has changed.
You know you're better than this, so do better.
What do you think? Join the conversation in the Rethink The Way You Sell Community.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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