How many new businesses will start in 2020? Many existing businesses are struggling to deal with high fixed costs and sales that virtually disappeared in the second quarter. This squeeze from COVID-19 has created opportunities for new start-ups who are better able to focus on customer needs. If you are starting a new business, how do you create something that is ready for the “new normal”?
Change creates opportunities
US unemployment is climbing at the steepest rate since the great depression, and the UK is only controlling unemployment through massive government intervention. It is now obvious that changes in the nature of work are coming. For some this may result in periods of unemployment, followed by major career changes and only a slow return to current living standards.
For others, it will inspire the creation of new businesses and the emergence of new products and markets. We have all seen the agility demonstrated by companies who pivoted their business to meet customer needs in new ways. From breweries that became suppliers of hand sanitiser, to farms that set up online stores with delivery direct to consumers, innovation and flexibility has been impressive. What about those companies who lack the ability to pivot? Those saddled with inflexible people and processes. Or worse, companies who refuse to accept the changes in how business is being conducted. Many of these companies will have to respond to the inevitable recession by reducing staff numbers.
So, where does that leave salespeople unfortunate enough to be made redundant? In the short term, there may be an inclination to look for a similar role in a similar company. For those who have spent years traversing the country, meeting customers and closing business, this change could be hard. Before you hit LinkedIn and the recruitment web sites, consider the following.
Social distancing and a general unwillingness to meet face to face will change the nature of relationship management. The trend towards “customer success”, means customer interaction will be increasingly online.
So perhaps time to say goodbye to life on the road? Whatever you decide, one thing is certain. Future employers will expect anyone in a sales role to have a decent understanding of CRM concepts and best practice. It’s worth checking out some of our videos and other blog content to ensure you can “talk the talk.”
As a minimum, it’s worth remembering that:-
CRM tools support the building of relationships by ensuring that all you need is conveniently to hand when you are speaking to a customer. Whether it is the background on their business and its challenges, details of their current or past requirements, or tools to help identify and propose solutions, good CRM delivers. The first step in any relationship is the establishment of trust. Trust is earnt, but getting the basics right is essential. Listening and remembering what the client said is so basic, but so often forgotten. CRM provides the tools that let you build relationships at scale.
So if not a future in customer success, what other options exist for salespeople at a career crossroads? Many will take their skills and knowledge and create their own new businesses. Their experience and knowledge of matching solutions to problems will continue to be highly prized by buyers. By building on their knowledge of competitor products these new firms will quickly become trusted advisors to businesses large and small. Once again CRM has a role to play.
As a shameless plug for what we do – in the early days of any new business, there are too many jobs to be done, and too few people to do them. This is where CRM consultants from Collier Pickard can make an invaluable contribution. By shortcutting and avoiding many of the mistakes others have made when implementing CRM systems, our consultant will get you up and running quicker.
So whether you are moving to a new role, or starting your own business, CRM has an important role to play. How you Acquire Retain and Develop, long-term profitable relationships will be the essential skills mix. Understanding and controlling those processes will allow you to not only profit from the recovery, but also to scale and grow a business that can stand whatever life throws at you.
