Sales During the COVID-19 Era Is About Comfort, Familiarity and Trust
Published: Jul 27, 2020
Last Updated: Oct 20, 2021
During times of stress and uncertainty, what do you like to do most?
If you're like most people, you seek comfort in the familiar. Watching your favorite old movie or reading a book by your favorite author. Eating chicken soup, french fries or some other comfort food. Talking on the phone with your best friend.
Put another way: you look for experiences you can trust. They worked for you before and you expect them to work for you this time, too.
That's what is like for sales and marketing generally during the COVID-19 era. More than ever, buyers are looking for certainty in their purchasing decisions; they want to find vendors they can trust.
I discuss this topic as it relates to B2B tech in a new article at TechZone360, specifically focused on communications and collaboration technology vendors.
Some of your competitors have earned dozens or even hundreds of five-star reviews from happy customers. They have earned coverage in the trade and business media. They have established a professional brand presence on Google. And they are being talked about by industry influencers on social media.
These are all examples of what I call “trust signals”—evidence points that tell a buyer you are someone they should do business with.
To ensure you are in a B2B technology buyer’s consideration set, focus on delivering trust signals—rather than sales pitches—to your audience from now until they are ready to buy. Otherwise, they’re unlikely to find you when sales in your sector heat up.
Scott is founder and CEO of Idea Grove, one of the most forward-looking public relations agencies in the United States. Idea Grove focuses on helping technology companies reach media and buyers, with clients ranging from venture-backed startups to Fortune 100 companies.