Why Giving Your Prospects An Out Upfront Will Help You Win In The End Sometimes we need to lose a customer before they become a client. In the current climate of a pandemic it’s important that we give a client an out in order to be sensitive to their struggles but we still want them to know we’re open for business, right? How are these two needs served in the way we communicate? Jeff Kosser is the CEO and the founder of Zebrafi. The company is often known for its top-selling book, Selling Zebra, seeing the Zebra as the perfect prospect. The company’s philosophy is pretty straightforward. When people see Zebras, regardless of where that might be, they always know what it is. The simplicity and the purity of this fact is the philosophy behind what keeps their business running. Jeff Koser has also built a software business based on software-guided selling. It’s a tool that guides B2B salespeople through the best practices of how to communicate and collaborate with the prospects and customers to ensure both parties arrive at a mutually beneficial place. Selling in the present situation It’s imperative that salespeople be sensitive to the current world situation. Jeff’s goal sales goal is lofty, as he wants to change the way people sell throughout the world. However, to be able to do that, we first have to recognize who we are as salespeople, what we are as a business, and what we’re selling. Our business may not represent something that is a priority for people right now, and that’s okay, but as we seek to keep our businesses going, we need to diversify our approach. Jeff Koser believes that we must approach every sales situation, whether it’s prospects or customers, with language that gives them an out. When you want to keep in touch with your customers or prospects by email, for example, genuinely ask about the safety of their family and their employees. Not just in a way that allows you to check off the “sincerity box” but in a way that your customer knows you are there for THEM. Be respectful about how you reach out to them and acknowledge they may have very different priorities by the time you contact them. Let them know that if the timing is right, you want to help, but regardless the relationship is the priority and you will come alongside their needs on their terms. What our business represents may not be a priority for everyone right now. We are approaching every sales situation with a simple out. #SalesApproach Respectful selling Jeff recently received 149 email messages in his spam folder within a 24-hour period. Due to automation and account-based marketing, there are several tools that can come with good messaging but unfortunately, even good messages are getting buried just from the sheer volume. There will always be those companies, however, that believe talking about the product at the very beginning of the message is the best way to begin an email. During a pandemic, when people are struggling, this isn’t the best approach. Making sensitivity and respect a priority in your communication will preserve the dignity of your business, and your prospect’s. Doing otherwise could tarnish your personal brand or that of your company’s. Despite the volume of spam email Jeff received, he opened a few of the emails with the more interesting subject lines. The most annoying emails came from companies that introduced their products as soon as he opened the message without any reference to the struggles going on in the world that we are in right now. Other emails that were only slightly better began with, “Hope you’re well and healthy…” before launching into the product information. Both approaches are typically ineffective but they’re even more inappropriate in the current climate. What you can do To improve their approach,...

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