Strategy and tactics for sales professionals during Covid-19 crisis

By Sreeraman Thiagarajan

When it comes to what is going on in the world today due to Covid-19 pandemic, there are two levels of disruptions when it comes to businesses. Firstly, the routine sales meets & travel and softer aspect of closing a deal, especially for B2B sales where a face-to-face discussion with key stakeholders or a dine and meet is key to iron out contours of a deal.

Secondly, a drop in demand from clientele in certain sectors like travel, hospitality, timeshare, aviation, would see a corresponding steep drop in their interest levels to carry on with many business functions. And every other sector will be in a conservative mode and less keen to spend.


As a sales professional, here’s what you can do strategically

• Emphasise that their business now stressed, not unviable, investing in business continuity will be key.
• Offer deferred payments, or sell in modules. It is vital to get new customers on board, no matter how small the ticket size of the sale is.
• Look for diversifying your clientele, perhaps sell to sector having windfall now, telecom, insurance, pharma, media & OTT, etc., They may have urgent needs to cater to raising demand and if you provide them tools to meet that, then it’s a win-win.
• A bird in hand is worth…Engage your existing clients, retaining them is crucial, go the distance to ensure you invest in their success.

Tactically, here are a few ideas to beat the blues

• Think lateral- You’d normally meet your prospects in a conference and trade shows? Now do it virtually. There are dozens of AirMeet and Zoom conferences and webinars happening every day. Join them, participate, make and nurture new connections.
• Re-invest your time- The time saved on travel can now be used to upskill or learn about a new sector or industry that you previously did not cater to. Having a sound knowledge of your clients’ business makes you stand out amongst your competition.
• Educate your customers- Start a newsletter or a podcast, and share success stories of how your other customers are finding success with your product / solutions. This will bring optimism to your prospect as well as keep you in top of mind while showing your company is still alive and kicking.

(The writer is. co-founder and CEO of Agrahyah Technologies and aawaz.com.)