What's Novel About Doing Business Now?

Article by Scott Sullivan

Since January of 2020 the United States has been suffering under the cloud of a global pandemic known as COVID-19, the novel coronavirus. Business owners and entrepreneurs have watched their companies be disrupted, at best, and shut down completely, at worst.

As state and federal mandates advised six feet of social distancing, business owners realized they had to change their systems in order to remain operative and relevant. Restaurants no longer could invite and serve customers, so delivery and curbside pickup solved the problem. Business meetings necessitated technology to connect employees and managers face-to-face over computer screens rather than shoulder-to-shoulder in a conference room. Mass gatherings such as events and conferences were taken off calendars or postponed. Everyone had to assess the economic impact of this unusual crisis and figure out novel ways of doing business.

But...think about it: Entrepreneurs and business leaders have to be innovative and creative at all times.

The formidable changes brought by mass illness may have suspended—but didn’t always quash—anyone’s dreams to thrive and succeed in the marketplace. What now is the hope? I believe people need to accept that the world has changed, adapt to the changes, and implement new systems. Will it be easy? Maybe not, but it is doable.

Some enterprises, such as those that are small in scale, locally owned, perhaps home-based, and product-driven will have an easier time adapting because they have less to change. Their challenges are apt to be in navigating supply chains and distribution. Industries that operate on a large scale—with more to change—will likely experience a difficult time implementing new procedures and training employees to carry out their mission. Leaders of these industries will reach out and unite with other groups, organizations, and colleagues to find new ways to acclimate.

Whatever the scale of any company, sales are the key measure of achievement. My expertise is in sales, and I know that in lead generation or customer satisfaction, there are technologies available to adjust sales processes for success.

Lead generation

Consumers are bombarded by media on a daily basis. Buying habits are almost exclusively online. Social distancing prevents the personal one-on-one interactions expertly delivered by sales professionals. It’s more challenging now to get a customer to “yes.”

The need for compelling internet content is greater than ever. Find an established technology company or savvy young talent to create unique content via video, audio, and digital marketing. There’s no need to be a tech expert to fill your pipeline with a flow of leads.

Out beyond the internet, there are ways to reach potential clients and customers. Take some time to reevaluate your base relationships and truly understand (and perhaps revise) product/service cost-to-value ratio. When a change needs to occur (lowered price, additional benefit to offer, etc.) it becomes news best shared in a person-to-person telephone conversation or mailed to a physical address.

Consider that all companies now have explicit permission to ask established, and even former, clients for referrals. What are ways in which any specific company can offer gratitude in return? This is also newsworthy and shareable in any way that makes sense.

Capitalize on honesty. There is new light shining on the ways people choose to act and accomplish their personal and economic goals. Do research. Ask questions. Act with integrity.

Sales presentation and closing

Once a company’s pipeline is full of leads it’s time to adapt to the new conditions in presenting products and services and converting prospects to satisfied customers. The days of sitting across a table or desk and speaking face-to-face are fading into memory. Technology again comes to the rescue with video conferencing, digital signatures, interactive websites, video sales tools, AI applications, and cloud-based business practices to create a rich sales-to-customer experience.

Post-sale

What makes a company stand out is a satisfied customer after the sale. Using technology and being in remote work environments, a sales team can still provide impeccable customer service, fast shipping fulfillment, a simplified return process, and accurate tracking. Businesses and entrepreneurs that create alliances with customers, solve problems, display understanding (and even compassion when necessary) to eliminate drama when issues arise, and, that provide a value that is all-around reasonable earn the right to discover the definition of customer satisfaction.

It’s time to prepare for new ways of doing business in an economy that’s recovering from a severe illness. Soon, we’ll all be able to take off the masks, roll up our sleeves, and reinvent exchange in the marketplace.

Through Scott Sullivan & Associates (www.ScottSullivan.biz), Scott shares 30+ years of experience as an entrepreneur and sales professional with Inspired News Radio. Listen to “Sales with Sully” and “Mind Your Own Business” at www.InspiredNewsRadio.com.