Should we be selling in a time like this?

April 6th 2020

This is a question I think many of us have had to ask ourselves over the past few months. It seems that in today’s new world order, there are more things to care about than our bottom lines and market share. At the start of March 2020 all I was focusing on was growing existing accounts, winning new business, and developing pipeline for the start of Q2.
Today it is very different. My key concern is for my family’s health and wellbeing, my staff’s safety, the overstretched public resources and making sure I am doing my bit to help the country get through this disruptive period.

But whilst this world is in “unprecedented” times (sorry I had to use it) it does not mean we should forget about selling. Selling is the heart and soul of our businesses, with most of us selling some form of product or service to one another.

Without selling, nothing exists….so its essential that we do not lose focus and standstill.

Whilst some businesses are rightfully nervous or cautious about investing in marketing and sales activity, it is those that take the initiative and continue to try and “do business as usual” that will come out the other side of this in the best position.

Those that are not able to physically sell their products at this time, should not down tools either, they should focus on pipeline development so that they are prepared for when this difficult time comes to and end, they can resume normal business activity.

It is these companies, with a clear vision and a planned strategy that will be able to take advantage of the restart when it happens. And it will happen, its only about when that is uncertain.

If it happens in 2 weeks… be prepared

If it happens in 3 months… be prepared

If it happens in 6 months… be prepared

Those that choose to pause or to see what their competition is doing will be left behind. Be bold and be brave. These companies may be a week, a month or 3 months … but they will be left behind. It comes down to a very simple principle…

“Those that can respond quickest will be the ones who will take the advantage over their competition”

Do not lose focus. As quickly as this disruptive force has come upon us, is as quickly this period will be over. At some point soon, most of us will be back behind our desks, deciding what meal deal we are going to get and making plans for the weekend with friends.

So, the message to my own team, to those in the same industry as me and my clients is to devise a strategy around pipeline and sales, respond where necessary and be confident in your decision making.

Keep moving forward and prepare for this period to be over.