GHJ’s CEO, Ade Gill, provides a summary of the key challenges faced by SMEs when selling on Zoom and offers some tips on how to make sure your sales strategy is primed to work in a remote environment
We coach a lot of sales teams and it will be no surprise that the current hot topic is how to adapt to a pandemic environment and, specifically, sell on Zoom.
Probably the most common statement we hear is: “We’re not going to hit sales targets this quarter due to lockdown and because selling on Zoom isn’t as good or as effective.”
There are two interpretations to that statement. One is okay and the other is not.
If sales are down because clients are struggling themselves and are therefore holding onto their cash, then fair enough.
But if the reason is purely because ‘selling over Zoom isn’t as effective’, then I have to question this.
It’s at this point we usually hear two things:
Instead of taking these comments at face value, when we dig a little deeper, we usually uncover more fundamental issues that were probably already festering away but have now been cruelly exposed by Zoom:
To be clear, when I say value proposition, I am looking for an elevator pitch that is truly relevant to each and every prospect they are trying to engage with.
And when I say elevator pitch, I don’t mean one sentence that describes what you do to a general audience, but rather a crafted proposition that provides prospects with the information that is important to them, that matches their buying criteria (based on your own insights or research) and is supported by proof from other people (your customers) who are just like them (creating more relevance).
In contrast when coaching sales teams that are continuing to do well using Zoom we see the following:
The Zoom selling environment is a challenge for any business, but especially SMEs who tend to be more entrepreneurial and less structured than larger businesses.
However, there’s no reason why your sales teams can’t adapt...
In fact, we’d even go as far to say that Zoom could and should help you sharpen up your sales strategy and make it even better when face to face selling resumes. And to prove a point, and assure you this is not idle theory, using the techniques mentioned above, we’ve won and delivered significant consultancy projects with new clients who we’ve never met in person as far North as Scotland.
For more details on how GHJ can help you grow your business visit ghj-planningday.com
Connect with us:
LinkedIn: @GHJ
Twitter: @ghjgrowth
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