Economic forecasts may have you worrying over how to be an effective seller when there is a slowdown. One piece of advice, in particular, can help you in times of economic uncertainty: Make sure that you are communicating. LinkedIn recently reached out to sales professionals to get their advice for selling during a slowing economy. And they all agreed that sellers need to be better communicators. But how?
How to be an effective seller during a slowdown
Communication is always an important part of sales. But when buyers are worried about the economy, and a potential recession, it’s even more vital. And what’s even more important is how you communicate. Usual tactics won’t break the noise and reach fearful prospects.
The first communication shift you should consider is how you use email. Shorter, more concise emails should be the new focus. According to LinkedIn, the following are best practices when the economy is in question:
- "Keep things simple. Try to keep your writing at a 3rd to 5th-grade level.
- Your prospects are busy. Keep your emails somewhere between 25 and 50 words.
- Put your prospect at the center of your communication. Being curious about their challenge is better than being informative about your solution.
- Personalize your communication. Audiences can tell the difference between genuine communication and cookie-cutter marketing."
Not only do you have to cut through the usual clutter of inboxes, but you also have to make a connection with worried buyers. Your message should be to the point and informative to break through.
Harness the power of meeting in person
Yes, digital tools make meeting with prospects easier than ever before. But, if you’re truly seeking how to be an effective seller when the economy slows, prioritize meeting in person. As Alex Alleyne, director of sales at Sales Impact Academy, notes, “During uncertain times, building trust has become more important than ever, especially in an era where phone calls and video sessions have become the standard.”
In-person meetings give sellers the opportunity to make a deeper connection, as well as humanize themselves to the buyer. This will boost the trust that buyers will be seeking when times are tougher. Prospects have a chance to see you face-to-face, engage in eye contact and observe body language, all of which have an emotional impact.
Be the optimist
“Yeah, times are a little tougher—but surviving an economically uncertain moment requires believing the best is yet to come,” LinkedIn’s J.C. McKissen writes. “So, while being realistic and credible is essential, right now is the time for sellers to unleash their natural optimism.”
Being optimistic doesn’t mean being unrealistic. Be honest with prospects about conditions, and express empathy and compassion for them and their concerns. Let them know they are not alone, and that you are motivated, and able, to guide them through. Help them shift their focus from the current slowdown to what the future can hold and how you can help them get there. “Helping clients communicate their feelings about success—as opposed to their feelings about tough times—will shift the way the prospects [view] you and your solution,” McKissen adds.
Admittedly, this can be tough, especially when sellers themselves are concerned about the future. But mindset is everything, and it is in your control. If you find yourself having trouble doing so, check out SalesFuel’s guidance on maintaining a positive mindset.
These are only a few of the suggestions for those who want to know how to be an effective seller when the economy slows. Working on your strategies now for uncertain times in the future position you for prospecting success rather than struggles.
Photo by Christina Morillo
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