Obstacles, such as COVID-19, can disrupt how businesses regularly operate. Aside from global pandemics, that do not arise often, there are other unexpected difficulties like weather conditions, prolonged construction projects, or abrupt economic hardships. So, if there’s anything we learned after the last almost 11 months, is that all industries and businesses should also be prepared for the future.
We’d like to think that we learned a lot and not only that, we were able to put together a quick guide to learn how to market and prioritize your clients, leads, partners, and prospects. And just to put the cherry on top, a DO’s and DON’Ts list for selling!
The solutions you are providing are scalable for a reason, and that is why your existing clients are essential! Lately, there has been a surge in demand for work-from-home solutions. Therefore, new developments are not only on the horizon, but your current clients will also need them too. Offering new deals with an increase in features or usage will become more appealing to existing clients than potential clients who are now just implementing unified communications.
When looking at where to market, first start with your list of unconverted leads. This will help begin the process because the list of leads already know who your company is, what you do, and have shown a genuine interest. When a lead already has an interest in a company, it will be easier to prioritize the software’s functionality and find out what will best serve their needs.
Make it a priority to not only partner with companies in your industry, but other strategic partners like your local chamber, associations in your region, and your local government. Offer to do free webinars about your company and its services.
It is essential to be strategic when deciding where to market. Primarily focusing on areas that are similar to your existing client base will be easier. Do not stray from what you already know and what is already working.
Although they may not be a prospect right now, you shouldn’t keep them off your radar! Keep prospecting by focusing on the value that your company can bring to the client. Even at the best of times, people don’t like feeling like they are being wheeled and dealed. So during difficult times of hardship, prospective clients will really resent you for trying to sell them something.
Don’t stop marketing yourself. But instead of selling, your company should:
- DO continue to send out newsletters and other drip marketing!
- DO continue to write and publish blog posts, but change the topics you cover to help people deal with the current crisis.
- DO use video! Right now, more than ever, people are online watching videos.
- DO use the LinkedIn Sales Navigator.
- DO NOT “cut and paste” spam messages. Be more specific and remain relevant with your message. As previously said, focus on providing value to the customer, not just a pitch.
- DO continue to send direct mail, but make the offers and direct messages relevant to what is currently going on.
- DO NOT assume your selling attempts will not work. Instead, perform tests. Some areas might get a boost, others might be shuttered. Make sure you are integrating emails, telemarketing, and using LinkedIn for follow-ups.
- DO continue to put out offers, but be generous with them. If possible, offer a free at-cost service for a few months, give more lenient payment plans, or pile on free bonuses—plan for the long term gains, rather than the short term profits.
- DO NOT continue to prospect as normal. Not only is this spam if you have their e-mail address without permission, but do businesses honestly think people are going to be content receiving this type of email while their business is being shut down?
How do you market and prioritize your prospects? Tell us in the comments below!