Sales in a crisis

Over the past seven weeks our clients have been telling us cautionary tales about how they can’t sell or speak to people about new business. In this crisis-fuelled world is business development the new taboo? The initial reaction has been for companies to pivot their approach to sales or take their feet off the accelerator altogether. We think a little differently.

In fact, not only do we think that a focus on BD is critical in a crisis, but that the healthiest businesses have found themselves having to tweak their BD approach only a little.

Always Thinking’s messaging and approach to BD is about people and their needs, and always has been. So, rather than falling foul of the cautionary tales, we suggest engaging with a more optimistic narrative.

Knowledge is power

Firstly, inquisitive questioning and intelligent conversation is the key to authentic communication with your clients and prospects. We are of the ‘Knowledge is Power’ school of thought. This means that the more you know about your clients, the more organic and purposeful your interactions will become. Demonstrate your sector knowledge and interest in them. Keep up to date with their business activities, and their successes. Crucially, ask questions that show a genuine interest, probing how your relationship can be an asset to them. The businesses that keep abreast of this are the ones best equipped to keep their flow of communications consistent and authentic.

Client-centric thinking

Secondly, client-centric thinking is crucial to BD. Now is the time to pick up the phone to your contacts. However, it is not the time for a hard-sell. In fact, it never is. Instead, nurture your business relationships without agenda. Tom Herbst, former CMO of the North Face, tells us that “you can’t expect people to come to you — you have to reach out and check in with them. And you have to do so in a way that’s not always related to the work at hand, but to see how they are doing, what they need help with, and how they’re managing through it.”

Be generous

Thirdly, be generous with your relationships. Introduce your contacts to one another, thinking about the initiatives you could spark. The attitude is “you know where to find us, but in the meantime, you should chat to X.” In fact, moving online enables us to facilitate conversations between people who usually wouldn’t be in the same room. A digital roundtable that we hosted last week with members and friends of The Building Society resulted in the decision to collaborate on a project that would allow each business to extend and add value to its existing and potential client base.

Now is an incredible opportunity for businesses to demonstrate resolve in the face of a crisis. Whether we’re confronting a global pandemic or a more common project crisis, how we pull together with our clients says more about who we are, and what our organisation stands for. When the spotlight is on us, there’s no hiding from our hiccups (or f**k-ups!). But when our BD approach is rooted in inquisitive questioning, intelligent conversation and client-centric thinking, we can navigate the pitfalls of the crisis, and create firm foundations for our future.