During these past few weeks, in speaking with business owners from companies of all sizes in many different industries, all admit that now is a really tough time to sell. It's even uncomfortable. Yet business development is the lifeblood of any business. So what is a business leader to do?
There are three options:
A) Curl up in a little ball and hope this goes away soon.
B) Recognize that some aren't ready to buy, but they do want to hear from you and you can provide value.
C) Identify companies that need to hear your message, right now, because you can solve an immediate problem.
Option A really isn't an option. Option B and C can work, but not if you're just using a lead list and starting at "A" and ending at "Z". Because nobody wants to hear from an irrelevant "cold call" salesperson right now.
So what's the solution? Do your homework. Reach out in ways that are relevant to what the other person cares about. Paraphrasing Dale Carnegie: "The sweetest sound in the English language is the sound of someone's own name" People are amazingly passionate about one thing: themselves. Do your homework. Discover what's important to your prospects and customers. Help the other person achieve their goals, solve their issues, provide value in ways that they care about.
Practice Real Time Relevance. It's always been important. Today it's imperative.