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Adapting commercial prospecting in a crisis situation

How to adapt your sales prospecting strategy to the Covid-19 pandemic?

Difficulty in obtaining appointments, decrease in sales, decrease in motivation… The year 2021 and the health crisis that characterizes it are shaking up many things, and in particular the sales prospecting strategy. Many companies are taking advantage of this pandemic period to adjust their marketing activities in order to optimize their performance in this area.

 

Here are a few tips to help you adjust your company’s marketing practices as well.

Sales Strategy prospecting

Analyze the relevance of your objectives with your policy and action plan

  • Opt for digital marketing by favouring inbound marketing
  • Do not underestimate the impact of telemarketing
  • Analyze the relevance of your goals with your policy and action plan

To reach your goals, you must have taken the time to develop a well-defined strategy and action plan. In this time of health crisis, it is appropriate to question the relevance of your strategy to reality. Your policy must integrate the new issues created by the current economic crisis.

The evaluation of the coherence of your goals with your strategy and action plan relies on the verification of a few points.

 

Your goal must be SMART

For a goal to be SMART, it must be :

  • Specific: your goal must be relevant and understandable.
  • Measurable: you must be able to measure the achievement of your objective.
  • Achievable: a goal can be very ambitious, but still achievable.
  • Achievable: you must be sure that you can overcome the obstacles that may stand between you and its achievement.
  • Time: your goal must have sub-goals to be achieved by specific dates.

You need to re-prioritize if any of these conditions are not met.

 

Evaluate your sales action plan

Evaluate your sales action plan, as well as your marketing and communication strategy. This evaluation should allow you to identify the main concerns and your assets to optimize the development of your business. No detail should be overlooked during this review.

The results of this analysis will allow you to adjust your action plan and your strategy.

 

Adjust your marketing strategy

Adjust your marketing strategy to optimize your sales performance. Your sales performance depends essentially on your global policy and your working methods. The reinforcement of this efficiency is defined in six points:

  • Know your customer well ;
  • Apply an effective marketing strategy and an efficient action plan;
  • Define a real and perceptible added value;
  • Align your marketing and sales strategies;
  • Build customer loyalty;
  • Continuously seek improvement.

Marketing Strategy

Opt for digital marketing by focusing on inbound marketing

During this period of pandemic, it is recommended to prospect on the Net rather than going on the field. Inbound marketing is a technique to attract more traffic through the publication of interesting content.

This strategy allows you to optimize your online visibility while expanding your prospecting area. It is easier to highlight your know-how and expertise. You have the opportunity to generate more leads and improve your conversion rate.

Don’t underestimate the impact of telemarketing

Telemarketing is still a reference sales prospecting tool, especially when your target is not a fan of social networks. LinkedIn is certainly very popular with marketing professionals, but it is important to note that not everyone is a fan.

At the end of 2020, only 20% of French people over 35 years old were registered on this social network. This information should be enough to convince you about the effectiveness of phone calls to reach your targets, especially during this pandemic period.

It is necessary to prevent this crisis situation from blocking commercial prospecting. This activity must continue in order to ensure the development of the company concerned.

However, you must be prepared to ensure the effectiveness of telephone prospecting. Be sure to :

  • Schedule this operation at an unchanged date by devoting one or more days of the week to it;
  • Prepare yourself for all situations so as not to be caught off guard;
  • Define the main objective of your call and the actions you expect from your client;
  • Define a thread to follow to fuel your conversation with your prospect. It should include the introduction, the arguments to use, the questions to ask and the follow-up to suggest. Of course, you must also have at hand any objections that may be raised by your contact.

For  more tips about prospecting on LinkedIn, you can read this article : How to successfully prospect on LinkedIn ? 

In any case, you need to control the conversation so that it is as fluid and interactive as possible.

 

The final word

In conclusion, it is clear that every situation represents an opportunity to question and readjust your marketing and sales strategy. Sales prospecting must always be integrated into a continuous approach to the search for personal and professional perfection.

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