The Market is Alive: Shake off the Rust and Get Back Out There

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By TOM WOODCOCK

Tom Woodcock

Well, I hate to say, “I told you so,” but I told you so.

The minute pandemic-related restrictions were beginning to be lifted, outside sales activity started picking up.

Zoom is fading. The desire to meet face to face is once again taking center stage. The new normal didn’t quite happen as predicted. Whoever said the handshake was going away obviously had no idea how business works, or he simply doesn’t know how people prefer to interact.

We are now coming back to the way it was. The big question is: Were you working your sales effort properly before the pandemic took center stage? The past two years have seen sales efforts deviate from tried-and-true methodology. People scrambled to find ways to stay connected to their customer base and often resorted to digital communication. Since so many took this route, a lot of sales individuals simply melded into the white noise of social media, video conferencing and electronic communication. The introverts amongst us loved it; they said, “It’s the way to go. We’ll never have to go to the office again and interact with other humans.”

Sorry, wrong.

The point is this: People want to interact with others. Psychologist after psychologist attests to this fact. Therefore, we need to structure our sales efforts and aggressively implement them. Time to go back to blocking and tackling, covering the basics.

The first step is to make sure your information gathering system is in place and up to date. This will help you in reaching out to potential targets and give you a home for the customer information you collect. The next step is to determine which organizations and associations you want to engage with. Remember, your first criterion in making this selection is the degree of customer involvement present in the group. Focus on customer-rich environments. People are heading back toward these organizations to restart the interaction process. Skipping this step can lengthen the amount of time it will take you to reengage with your customer pool.

The next step is to set your customer targets. These can be existing customers you need to retain or grow, or new targets who haven’t used your product or service in the past. The one thing I promise you is that you’ll see there’s been a personnel changeover in many of these firms. Also, keep in mind that a contact is a person, not a company. Relationships you’ve held onto during the shutdowns and restrictions should be the first face-to-face meetings you schedule. Make sure all is well with those who have hung in there with you. Then move on to the true development of sales. Set a high level of activity and see as many people as possible. Letting competitors get out ahead of you can result in lost opportunity. The floodgates are open. You need to shoot right out of the gate. This can create an initial advantage for you. The old adage; “You snooze, you lose” is a reality in this scenario.

The final step is to actually close the business. Our economy is all over the place currently, and legitimate sales opportunities need to be secured as quickly as possible. Between the financial and political landscapes, the level of uncertainty is increasing. This can slow down construction spending at any point. Nailing down projects you’re being presented now can go a long way in getting over any slowdown. The supply chain and raw material cost factors are real. They have significantly affected efficiency on construction projects. Using these factors as a closing strategy is actually a good idea during this period of time. You’re simply taking a factual situation and relaying it to the client. If the client waits on a project, it may not hit the client’s schedule or your client may end up paying higher prices due to escalating material costs. This is absolutely acceptable sales behavior.

The ultimate point: Now is go time. Don’t be lulled to sleep by the past two years of sales hibernation. Shake off the rust, clean the machine and blast off from the starting line. If you need a refresher, get out those old sales videos or books and hone your approach. True professional businesspeople understand the critical role sales plays in their businesses. It’s only the most important aspect of any business.

Why on earth would you wait on full implementation the minute it is possible? The market is alive.

Tom Woodcock, president of seal the deal, is a speaker and trainer for the construction industry nationwide. He can be reached via his website,  www.tomwoodcocksealthedeal.com, or at 314.775.9217.

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