Sensitivity is the key to selling when times are tough.

Did the hard sell ever really work well? Selling involves ‘PUSHING’ for a decision and action. ‘PUSHING’ at a time when everything is in turmoil, as it is thanks to the covid-19 situation, can easily come across as insensitive, clumsy or even disrespectful don’t you think?

So, what could you do instead that creates an opportunity for clients and prospects to ‘PULL’ your products and services from you?

In other words, what can you do that has clients and prospects actively approaching you for the things you do?

Tell your firm’s stories – or more accurately tell your clients’ stories.

If you’re seen to be self-promoting your heroic role in solving client problems, then you have your positioning ALL WRONG. “Look at me, look at me” is not good positioning at this time. It’s too pushy.

Instead go for “look at them, look at them” – look at your clients' stories. Could you be doing a better job telling and sharing their stories?

Such stories can be valuable in themselves to other business owners and buyers. They can also be the most respectful way of creating ‘PULL’ enquiries about your firm and your services. Given the challenging situation we all find ourselves in, does it really feel right to be talking up the benefits and the avoidance of pain your services provide, in a well-worked sales pitch?

NO! - Stop ‘PUSHING’.

Instead simply share the stories about what your other clients are doing and how they are handling things. Make your clients the heroes of your stories! And how should you show up in these stories, if you’re not to be the hero? You have a different role to play! Think of yourself as a guide, like Gandalf or Obi Wan.

All great stories have a hero, a guide and a villain. How do you apply these to your case study stories?

Paul Shrimpling

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