Selling in uncertain times

COVID has changed the way buyers behave and the way we engage.

In the current climate, buyers are more cautious, taking time to qualify their choices, and consulting a higher number of information sources before making any purchase decision. Research shows about a third of all buyers report spending more time on critical early-stage buying activities now than they did before the pandemic. ¹

In previous articles we looked at the need to re-evaluate your marketing priorities and proposition in the light of new customer needs. We also considered changes to buyer behaviour illustrating key factors that are now front of customers’ minds including:

• Trust and relationships

• Value-led, sustainable solutions

• Aligned values – brand purpose.

• Impact beyond themselves

In light of the uncertain environment, we now consider how the sales approach needs to adapt to accommodate a more discerning buyer and provide the reassurance they need. In our infographic below, we list eight characteristics that should inform any approach when selling in uncertain times.

If you are reconsidering your sales and marketing strategy post-COVID and looking for ways to drive your business forward, get in touch to discuss your needs.

^[1] B2B Buying Disconnect Trust Radius 2021