Create a framework of tactical questions to help sales reps engage consumers during COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2020, 1:43 AM UTC

Diagnostic tools can help prioritise, communicate, align, and drive consensus with customers.

This piece suggests strategies sales reps can employ to communicate and engage with consumers during a crisis. Brands must map out different scenarios with their sales teams to anticipate possible conversations, identify consumer problems and figure the best open-ended questions to ask.

Sales leaders must create a set of guidelines and coach sales teams on a framework of tactical questions, to effectively engage consumers. Sales reps must look to be decision coaches for customers by adopting the “giving”, “telling” and “sensemaking” approach.

Virtual selling allows for optimising resources. This could free resources to hire people in new cities, and even reduce operational costs. Leverage diagnostic tools to frame neutral and unbiased questions and guide consumers with appropriate information based on facts and data.

Read the original article

[5 minute read]