How To Maximize Response Rates in B2B Sales During The Pandemic
Updated: Aug 26
Covid-19 undoubtedly has uprooted the entire world from its usual ways, including the way we do our business. In this unprecedented time, aligning sales and marketing strategies can be a daunting experience, especially as there has been a decline in response rates to sales emails, affecting our businesses.
However, hope is not lost and there is still light at the end of the tunnel. In fact, this pandemic may have presented us with an unique opportunity to find a new perspective on how to optimize our business efforts. As majority of our consumers are now working from home, with that our strategies also need to shift.
Aside from obvious setbacks caused by the pandemic, there are some good news. Marketing open rates and average website traffic have gone up tremendously during the last few months. This means that we have to dig deeper into consumer behavior online and how they are prioritizing their needs currently. With changing priorities caused by COVID-19, we have to create a value proposition that will resonate with the consumers' evolving needs.
If this sounds like something your business is going through, then you're in luck! Keep reading and we will tell you exactly what steps you need to follow to emerge positively from this not so positive situation.
Now, let's get on with these steps:
1) Ask The Right Questions - First and foremost, you must start with asking the right questions relevant to your current business performance and needs. As majority of the business operations have moved online, you need to evaluate your online performance presence. This includes evaluating clicks, avg. page duration, conversions, bounce rate, unique visitors etc. coming from your website, emails, blogs or social media. You have to monitor any activity bump in a specific type of product/service to get a better idea of what's working the most. Furthermore, you have to check what kind of content is creating most leads and where the customers are spending more time on your site. Analyzing the right questions will lead to improved customizable site content and better customer service.
2) Create Unique Value Proposition - Depending on your results from analyzing the data and prospects; the next step is to show your customers that you actually care about them and let them know that we are all on the same boat to help each other. Do not hard sell or spam your customers which could create a negative image of your brand, instead create a conversation and offer resources and support. Marketing surveys show that people are reading significantly more content online now, therefore, use this opportunity to connect to your customers and post more relatable content on your website, blog and social media pages. People tend to buy products/services from brands who they think care about their actual needs and genuinely trust. This will benefit your company in the long run with customer loyalty.
3) Find The Optimal Time To Reach Your Customers - The coronavirus pandemic has undoubtedly created much confusion for sales people across the country. However, recent studies show that sales leaders are prioritizing live call execution as the most important skill for new hires. According to research, the best time to call prospects is in the late morning. Call connection rates are highest between 8 AM - 11 AM in the time zone of the person receiving the call. Meetings mostly gets scheduled during this time of the day, which means professionals are expecting to hear from people, leading to an increased response rate. Cold-calling is still a valuable way of reaching customers, although, sales people must be more empathetic and show their due diligence in connecting with the customers by actively listening to their needs and concerns, especially during this extraordinary time.
4) Incorporate Social Selling - With people staying home much more than ever, they're spending more time online. This is a good opportunity to research and find out where your network and customers are spending time. For a B2B salesperson, It's LinkedIn. Surprised? During this crisis, people are leaning more towards connecting online than through other methods. Social media provides with a comfortable way of creating this connection. Look no further than your own 'in-person' network to connect to people you're not getting to see because of the isolation. Use LinkedIn marketing in your favor to get your network to work for you and put your company on the map, by sharing your company's posts and creating valuable engagement.
With just the right mindset, we can beat this crisis and dare I say create newer and fresher opportunities for ourselves! We are increasingly moving towards a technologically advanced world, where almost anything can be accomplished virtually. Our current situation may not have been the desired way to experiment with our capabilities, however, what we can do is to make the best out of an unpleasant circumstance into something that will become the actual norm in the near future.
Follow these steps carefully, analyze and evaluate its impact against your desired goals and expected outcome. If you want to learn more on how to positively establish your business and lead your company on the forefront of success, then schedule a free consultation with us today to find out a more detailed game plan for your future. We are here to provide you with the best help that you can get. So put your foot down and take that step that will change your life forever because as C.S. Lewis once said,
"You can't go back and change the beginning, but you can start where you are and change the ending"
And we will be there to support you at every step of the way towards that ending.