Strengthening Client Relationships In a Pandemic

  • May 6th, 2020
  • Blog

We are witnessing and living through a historic time.  The pandemic is a health and business crisis. Things have changed. We are being assured that our circumstances are temporary and that business will indeed resume again – however we don’t have a precise timeline.

For those of you in a B to B sales role, how do you engage with your clients at the present time? Or do you engage?

The answer to the second question in my mind is easy. The answer is – yes – engage now!

The way you manage your client relationships now will impact how quickly your business recovers.

So how do you manage your client relationships?

Let’s start with having a look at the three main activities in any selling interaction; – gathering Information, giving Information, and gaining commitment. Typically, we are most comfortable in the giving information activity. We love to talk about our product or service and how it can help our clients.

In challenging times like the pandemic, we can learn to excel in the Gather Information phase.  From my perspective, this activity is underplayed and underdeveloped in any sales climate.  Today it is twice as important because your clients want and need to be heard.

What kind of info do we need to gather now?  We need to know the mindset and motivation of our customers.

I participated in a webinar late last month on “Motivating Customers to take Action” hosted by Korn Ferry. Kathy Donovan said in order to understand your customers’ mindset you need to establish your mindset. Think of your role as a caring servant of your client. To do that, forget for a moment your need to grow business and replace it with the mindset of “service.”  Caring about your client’s circumstances may differentiate you from your competitors.

What is your client’s mindset like right now? They may be feeling very uncertain about the future.  Perhaps they are anxious.  Try to envision how your customers are feeling. They may be worried that projects are being delayed or cancelled.  Their role may change.  Moving forward, they may be wondering, whether they’ll have a role.  Help your clients acknowledge the present situation.  Ask your clients for permission to ask additional questions.  Clients and prospects need an opportunity to discuss their concerns.  You can provide them with that opportunity.

Try being empathetic to their situation.  Listen with empathy and demonstrate empathy by acknowledging where your clients are at.  The more we acknowledge and display empathy throughout the sales process the higher our sales advancement rate will be. (1)

As I reflect on sales discussions I’ve had over the years, I realize I’ve experienced greater success when I asked good questions, listened deeply and demonstrated empathy. My clients were much more engaged in considering solutions when I listened and empathized with authenticity.

When you demonstrate these behaviours you may help your client see a logical path forward. Regardless of whether there is an opportunity to move forward now, gathering information through demonstrating empathy, listening, and adoption of a servant mindset will strengthen your client relationship and set you up for success when timing may be better.

  1. Professional Selling Skills® Resources Guide (Korn Ferry)