{"id":40883,"date":"2020-07-09T11:39:45","date_gmt":"2020-07-09T18:39:45","guid":{"rendered":"https:\/\/www.enxmag.com\/twii\/?p=40883"},"modified":"2020-07-09T11:39:49","modified_gmt":"2020-07-09T18:39:49","slug":"it-sales-in-a-pandemic-ensuring-message-speaks-to-client-needs","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/the-week-in-imaging-twii\/editors-blog\/2020\/07\/it-sales-in-a-pandemic-ensuring-message-speaks-to-client-needs\/","title":{"rendered":"IT Sales in a Pandemic: Ensuring Message Speaks to Client Needs"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

When business-as-usual takes a sharp veer for the unusual, tact and diplomacy become two of the most critical assets in a salesperson\u2019s toolkit. Talking less and listening more, an approach espoused by sales consultants since the dawn of selling takes on greater significance in the COVID-19 era.<\/p>\n\n\n\n

It goes well beyond hiding salesperson breath, as sales guru and ENX<\/em> blogger Larry Levine has coined it.\u00a0 Just understanding that the circumstances for many customers and prospects have changed is not merely enough. It entails factoring in the fear, hesitance and uncertainty they are feeling. During a global pause, the fear of commitment is multiplied tenfold. Thus, explaining how you can make a challenging period navigable through your products and services is akin to walking a high wire. One wrong step and your Zoom\/Teams screen can quickly go black\u20142020\u2019s version of \u201cyou can show your way out.\u201d<\/p>\n\n\n\n

\"\"
John Lowery, Applied Imaging<\/figcaption><\/figure><\/div>\n\n\n\n

\u201cWith companies having to shuffle priorities, we knew we had to be careful with our communication tactics,\u201d noted John Lowery, president of Applied Imaging. \u201cWe never want our customers to think we are using this as a sales engine; rather, just let them know that we are all in this together and we understand the need for your employees to stay connected. We are a company, too, with very real concerns about the economy and the state of the business. Our sales reps approached our customers and communicated the way they wanted to be communicated to \u2013 with sensitivity, compassion and sharing information.\u201d<\/p>\n\n\n\n

The first two weeks of the quarantine period was an \u201cambush\u201d\nperiod to get home offices set up, notes Calvin Wanner, director of IT sales\nfor Verticomm, the managed IT division of Denver-based All Copy Products. The\nability to prospect became extremely difficult, as the company could only count\non those customers with whom they had enjoyed a great relationship.<\/p>\n\n\n\n

\"\"
Calvin Wanner, Verticomm<\/figcaption><\/figure><\/div>\n\n\n\n

\u201cSome businesses were reluctant to take delivery because they weren\u2019t on-site, but essentially we were pushing a lot of remote products out to facilitate that growth and maintain a timeline on those plans,\u201d Wanner said. \u201cWhen you need to be able to work remotely to run your business, if you don\u2019t have that ability, you kind of needed it yesterday\u2026not in the future, anymore.\u201d<\/p>\n\n\n\n

Head Start<\/strong><\/p>\n\n\n\n

Advanced Imaging Solutions of Minnetonka, Minnesota, found\nits geography to be an advantage, as it witnessed the shelter-in-place orders\nbeing implemented on the coasts prior to reaching the nation\u2019s heartland. That\nallowed the dealer to confer with manufacturers and other dealers regarding\nbest practices.<\/p>\n\n\n\n

\"\"
Stephanie Keating Phillps, \nAdvanced Imaging Solutions<\/figcaption><\/figure><\/div>\n\n\n\n

Stephanie Keating Phillips, director of solutions, notes the\ncompany directed its sales reps to reach out to each client for a check-in, to\nlet them know they\u2019re available to be assisted as needed. Phoning about new\nopportunities proved to be as tough as anticipated, and in those instances when\nclients were reached often evolved into conversations about the unknown,\nlayoffs and furloughs.<\/p>\n\n\n\n

\u201cIt has also been\ninteresting to find out that people who typically don\u2019t answer their phone are\nnow willing to share business conversation,\u201d she noted. \u201cDiscussions about\nbusiness processes and strategies regarding technology are being put in place\nfor the future. Although it is not business as usual, we have gotten some great\nopportunities from the slower pace.\u201d<\/p>\n\n\n\n

\"\"
Brad Cates, Prosource<\/figcaption><\/figure><\/div>\n\n\n\n

Microsoft Teams and Zoom quickly found a role as a primary driver\nin fostering communications for Cincinnati-based Prosource. The dealer\ntightened its messaging and ensured it was appropriate and relevant, which also\nentailed modifying the approach and value proposition to address the current\nneeds of clients, according to Brad Cates, CEO. <\/p>\n\n\n\n

\u201cFor sales management, the question became, \u2018How do you track progress and ensure execution in this new environment?\u2019\u201d Cates remarked. \u201cSome of this is the same as it\u2019s always been\u2014the team has to put in the work and drive the sales process\u2014but in a very different way. So we had to make adjustments there as well.\u201d <\/p>\n\n\n\n

Script Change<\/strong><\/p>\n\n\n\n

Jeff Loeb, senior vice president of technologies at Prosource,\nnotes the technologies team called an audible and shifted its talk track for\nleads and prospects from managing their internal IT to security, cloud and\nhosted voice\u2014all elements in support of remote work scenarios. As for incumbent\nclients, Prosource\u2019s account managers suspended the quarterly business review\n(QBR) and replaced it with a COVID impact discussion.<\/p>\n\n\n\n

\"\"
Jeff Loeb, Prosource<\/figcaption><\/figure><\/div>\n\n\n\n

\u201cInstead of the normal QBR where we\nlook at your technology roadmap, we spent time talking about the challenges\nyou\u2019ve experienced during COVID, what your return to work looks like, and how\nwe can help you prepare for if or when this happens again,\u201d Loeb added. \u201cWe\nalso brought on several new clients, because as a result of COVID, they had to\nlay off all or a large percentage of their IT staff, so they brought us in to\nfill that gap. This situation accelerated some relationships and conversations\nand allowed us to talk to our customers in a new way about their needs.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

When business-as-usual takes a sharp veer for the unusual, tact and diplomacy become two of the most critical assets in a salesperson\u2019s toolkit. Talking less and listening more, an approach espoused by sales consultants since the dawn of selling takes on greater significance in the COVID-19 era. It goes well beyond hiding salesperson breath, as sales guru and ENX blogger Larry Levine has coined it.\u00a0 Just understanding that the circumstances for many customers and prospects have changed is not merely enough. It entails factoring in the fear, hesitance and uncertainty they are feeling. During a global pause, the fear of commitment is multiplied tenfold. Thus, explaining how you can make a challenging period navigable through your products and services is akin to walking a high wire. One wrong step and your Zoom\/Teams screen can quickly go black\u20142020\u2019s version of \u201cyou can show your way out.\u201d \u201cWith companies having to shuffle priorities, we knew we had to be careful with our communication tactics,\u201d noted John Lowery, president of Applied Imaging. \u201cWe never want our customers to think we are using this as a sales engine; rather, just let them know that we are all in this together and we understand the need for your employees to stay connected. We are a company, too, with very real concerns about the economy and the state of the business. Our sales reps approached our customers and communicated the way they wanted to be communicated to \u2013 with sensitivity, compassion and sharing information.\u201d The first two weeks of the quarantine period was an \u201cambush\u201d period to get home offices set up, notes Calvin Wanner, director of IT sales for Verticomm, the managed IT division of Denver-based All Copy Products. The ability to prospect became extremely difficult, as the company could only count on those customers with whom they had enjoyed a great relationship. \u201cSome businesses were reluctant to take delivery because they weren\u2019t on-site, but essentially we were pushing a lot of remote products out to facilitate that growth and maintain a timeline on those plans,\u201d Wanner said. \u201cWhen you need to be able to work remotely to run your business, if you don\u2019t have that ability, you kind of needed it yesterday\u2026not in the future, anymore.\u201d Head Start Advanced Imaging Solutions of Minnetonka, Minnesota, found its geography to be an advantage, as it witnessed the shelter-in-place orders being implemented on the coasts prior to reaching the nation\u2019s heartland. That allowed the dealer to confer with manufacturers and other dealers regarding best practices. Stephanie Keating Phillips, director of solutions, notes the company directed its sales reps to reach out to each client for a check-in, to let them know they\u2019re available to be assisted as needed. Phoning about new opportunities proved to be as tough as anticipated, and in those instances when clients were reached often evolved into conversations about the unknown, layoffs and furloughs. \u201cIt has also been interesting to find out that people who typically don\u2019t answer their phone are now willing to share business conversation,\u201d she noted. \u201cDiscussions about business processes and strategies regarding technology are being put in place for the future. Although it is not business as usual, we have gotten some great opportunities from the slower pace.\u201d Microsoft Teams and Zoom quickly found a role as a primary driver in fostering communications for Cincinnati-based Prosource. The dealer tightened its messaging and ensured it was appropriate and relevant, which also entailed modifying the approach and value proposition to address the current needs of clients, according to Brad Cates, CEO. \u201cFor sales management, the question became, \u2018How do you track progress and ensure execution in this new environment?\u2019\u201d Cates remarked. \u201cSome of this is the same as it\u2019s always been\u2014the team has to put in the work and drive the sales process\u2014but in a very different way. So we had to make adjustments there as well.\u201d Script Change Jeff Loeb, senior vice president of technologies at Prosource, notes the technologies team called an audible and shifted its talk track for leads and prospects from managing their internal IT to security, cloud and hosted voice\u2014all elements in support of remote work scenarios. As for incumbent clients, Prosource\u2019s account managers suspended the quarterly business review (QBR) and replaced it with a COVID impact discussion. \u201cInstead of the normal QBR where we look at your technology roadmap, we spent time talking about the challenges you\u2019ve experienced during COVID, what your return to work looks like, and how we can help you prepare for if or when this happens again,\u201d Loeb added. \u201cWe also brought on several new clients, because as a result of COVID, they had to lay off all or a large percentage of their IT staff, so they brought us in to fill that gap. This situation accelerated some relationships and conversations and allowed us to talk to our customers in a new way about their needs.\u201d<\/p>\n","protected":false},"author":166,"featured_media":40884,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[80,1650,82,1638],"tags":[98,368,2265,2416],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/40883"}],"collection":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=40883"}],"version-history":[{"count":1,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/40883\/revisions"}],"predecessor-version":[{"id":40885,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/40883\/revisions\/40885"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/40884"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=40883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=40883"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=40883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}