Winning with Leslie A Monthly Newsletter Twitter leslielgroene Linkid lesliegroene
Leslie Groene Website Homepage March 2021, Vol. 188

As we continue selling in 2021, we need to accept a few things, and then ask ourselves some important questions. First, we need to accept this new reality and the monumental changes it brings. The real impacts of COVID19 on business is still being seen in our customers and vertical markets. One thing we do know is that the business world is forever altered, so approaching business with the same mentality and practices is absolutely insane. This leads us to ask some powerful questions. With all these changes what's most important to focus on and execute? How should we engage with potential customers? How should we alter our communication? What are some of the options in selling that we have long rejected that we should now consider? How do we drive activity that creates revenue?

1) Evolve Your Sales Process to Virtual Selling

If you haven't done this already it's step 1 for sure. Not all sales processes are efficient or effective so you must develop techniques that work for you NOW. It's important to spend time updating your sales process to ensure it is optimized for virtual selling. Look at your buyers' journey. Are there ways to better connect with them, engage them, educate them, and add value for them?

2) Master Virtual Selling

Modern B2B buyers are harder to reach than ever before. The old way of cold calling, email blasting, and attending in person networking events doesn't work anymore. Customers no longer want to be sold to. They want personalized and fresh insights, education, and helpful engagement.

To take your remote selling organization to the next level you must embrace an omnichannel approach to prospecting, which includes digital and video selling. If you lack the skills to create more sales conversations from digital and video engagement, then I would argue, it's time you acquire them.

3) Have a Thoughtful POV with B2B Prospects

Thoughtfulness is not a trend or gimmick. It makes the business more meaningful. As much as you can, treat everyone—from researching buyers, companies, employees, and competitors carefully and share prospecting insights respectfully. A thoughtful approach to marketing and sales makes customers feel more like people and less like prospective money bags.

4) Avoid Pitching Products, Solve Problems

Heavy deadlines and goals naturally drive the temptation to continually pitch products to customers. However, helpful, problem solving content and conversations will always improve the possibility for sales. Instead of often giving product pitches during emails and other communication media, engage prospects to try and solve their problems.

A client of mine just landed a huge new client with this approach. He engaged them via email after doing some research on the brand and noticed a real challenge for them with driving awareness for their brand. He was able to implement a content automation tool for their site that not only provided more value for the customer's customers but also assisted with organic online push with Google. It was a win and he landed it due to assisting with a problem vs trying to sell them a service.

5) Identify Your Unique Selling Position (USP)

An important attribute that makes an excellent salesperson is the ability to identify assets and exploit them maximally, applying them to your customer's needs.

Your Unique Selling Position (USP) is what makes your business different from your competitors. A part of your sales productivity timeline targeting should be clearly identifying your USP and then creating a sales process that allows you to highlight your Unique Selling Position to potential customers.

If you cannot give a clear, concise, and compelling answer to the question "what's your Unique Selling Position?" then you haven't figured it out yet.

6) Add Value to Account Management

Impeccable account management is a way to increase customer retention and maintain or increase total revenue. With account management, the success equation is quite simple: stay top of mind, keep asking questions, ensure you are reporting wins, be relentless with solving problems. Keep your current customers happy and willing to spend. Satisfied customers make great references and are a pipeline to new business!

7) Follow Up!

Following up meetings immediately with customer's notes, assignments, and plan of actions conveys that the customer's needs are top of the seller's priority. If you discussed an action plan, follow up on it and send updates to your customer. Afterward, create a sense of urgency with each detail.

Don't hesitate to reach out to me for help with selling strategies at