Changing Times for Sales

The following blog contribution is from Darren Bosch and Chip Robinson at DeliberateU. 

I recently listened to a podcast from Phillip Stutt at WinBIG media where he was sharing changing consumer motivations in this time of crisis and economic shift.  What they reveal are some compelling insights about the impact of these challenging times… and why I would suggest we need to pivot in our Sales and Marketing.

The results of a study looked at a nearly 5000-person consumer survey and over 2,000,000 related buying pattern records between March 22 & March 29, 202o. What they demonstrated was a fundamental shift in what’s important to our customers and what messages and assurances they now want as they consider who to buy from.

3 MESSAGES OUR CUSTOMERS VALUE NOW:

1. Care & Relationship: How am I demonstrating genuine care and concern for them, their family, and the community? (doing my part)
2. Safety & Health: How will I ensure I keep them safe? (managing their fear)
3. Trusted Advisor: Why am I credible and trustworthy? (reducing their risk)

It may be tempting to dismiss this information and instead believe that once we get back to work, everything will return back to “normal”. The reality, however, is that most experts agree things will not be exactly the same as pre-COVID. Some even suggest that shaking hands may be a thing of the past.  

Either way, unless things change dramatically, we are anywhere from 12-18 months away from having a widely available vaccine, and then another 6 months before it is administered to most people. As a result, until that time, there will be a new operating system for many of us. And the new mindset accompanying it will potentially continue well after that time.

Our perspective is: Let’s pivot! Let’s embrace these new realities wisely--and respond proactively with a strategic shift in our sales, marketing and operations-- to reflect what is most important to our customers now. For more help with implementing this intelligence into your business click this link for a video.  Additionally, click here to download an application tool that will help you implement these insights into your sales, marketing, and operations.

The challenge is to pivot and adjust. "Survival of the fittest" is a phrase that originated from Darwin’s evolutionary theory as a way of describing the mechanism of natural selection. “The fittest” is defined as the one who most effectively adapts to new surroundings. 

Now, to be clear, I’m not promoting Darwinian evolution. But, wow! The concept that those who best adapt or pivot put themselves in a position to thrive still has resonance! Think about it. Up until 10 years ago, YellowPages was a highly profitable business that had been around for over 50 years! As times changed, they didn’t pivot quick enough. And remember Western Union’s response to the offer to buy the patent rights to the telephone? “What use could this company make of an electrical toy”.  Oops!

One of our key goals at DeliberateU is to help small business owners move from a life of survival to a life of truly thriving.  May I suggest that this present COVID 19 represents an incredible time for you to thrive as a Christ-following business owner.

Some businesses are going to jump in, adapt, and change while others will hesitate, stall… maybe complain about the government and long for the good old days. Why is that? Well, simply put, our nature is to resist change.  We like to live our lives in our comfort zone.  Our subconscious likes this because it is the “known”.  Embracing change is stepping into the unknown and our subconscious responds to the “unknown” much like it responds to danger. So it will resist.

Our fear, a sense of discomfort, and self-limiting beliefs naturally kick in when we are faced with the disruptive consequences of change. Yet tapping into the power of choice, trusting God, and seeing new opportunities within the shifts enables us to activate positive change in our lives.

My ‘secret weapon’ as a Christ-follower--if my security truly is in Christ--is that I can face reality with optimism. I can adapt and change much faster, because fear does not need to hold me back. I can trust the Father to provide and live out of my identity in Christ with a clear sense of what He has called me to do. When I am clear on whose I am and His calling on my life, it gives me purpose, focus, security, and direction for my daily actions even when everything around me is shaking.

What mindsets or ruts might be holding you back from adapting to the shifting needs of our time?