Every month I volunteer my services at
local "Entrepreneurship Center". This is a municipally funded program and an excellent resource for budding entrepreneurs. It's a one-stop shop, almost like a shopping mall for anyone wanting to start a business. I spend 2-3 hours at center, by doing an introduction to Sales and Marketing course. Many of participants are already in business and still others are just getting their feet wet. During these sessions there is a common question that will weave it's way into discussion. In good times it usually comes closer to end of presentation. This month's session however was dramatically different. I'm sure it's my fault question came up so early. Always liking to be in control of a presentation and flow of a training session, I shouldn't have been so surprised. I had a feeling it was on everyone's mind. It's been on my mind. What I didn't anticipate was how fast challenges have been changing for small business people who sell.
The question I asked was: How has current state of economy and events of September 11 affected your business. The answer was unanimous and it came quickly: " Where are Customers? Its impossible to get a hold of anyone, its like they're hiding." was response. I've experienced it too. Where did customer go? After all planning is done and marketing started there comes a point where you actually have to start talking to your customers. Although getting a "hold' of a prospect on phone has always been a challenge, it's getting much more difficult in these uncertain times.
In past market was filled with enthusiasm, a new product or service often had a customer calling you. Businesses were hoping to gain any market advantage they could or at least keep up with pack. When times are good there is an emphasis on backend of sales process. Sales people are concerned with questions like, "How do I enroll and compel my customers to do business with me?" They tend to be interested in learning about qualifying, presentation tips and how to close deal.
In times of uncertainty and down markets emphasis switches to front end of sales process. They ask questions like, "My customers don't have time for me, they seem more preoccupied. How can I engage them?"
Caution: If you are thinking that there is a substitute for a sound sales process and smart work, you'll be disappointed: In times of FUD (Fear Uncertainty and Doubt), becoming skilled at engaging good customers is going to differentiate you from your competitors. The lively conversation following that question brought us to these conclusions. Here are some ideas that you can put to use immediately to engage good Customers.
What you sell has to have a strong value proposition for market you are targeting.
Revisit your message. What is it that you do for customer? Is your marketing collateral and messaging relevant to customers right now? Customer are hunkered down waiting for storm to pass, they aren't going to make themselves available unless you can make a BIG FAT CLAIM that immediately grabs their attention. Take time before you start to update your selling propositions to reflect what is happening today. Give your customer a compelling reason to come out of hiding.
