When Business Isn't "As Usual": Technology Sales During Trying Times

How do sales and marketing activities "get back to normal" during such turbulent and sad times? How does a technology company go about offering its products and services without being insensitive to client' immediate concerns?

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When Business Isn't "As Usual": Technology Sales During Trying Times

Sales executive and entrepreneur offers tips

TAMPA, FL, September 25, 2001. In the aftermath of last week's tragic events, Americans are finding solace in returning to the things they do best - the work that has built our country into the world's leading economic, military, and social power. We show our might by contributing our expertise in the ways we always have. Sales executive and entrepreneur Antoinette Rodriguez cautions that as we are called upon to go on with our business lives, we may also need to find new ways of doing our business.

How do sales and marketing activities "get back to normal" during such a turbulent and sad time? How does a company go about offering its products and services without being insensitive to clients' immediate concerns? Marketing 4E-Biz CEO and Tampa Bay Technology Forum Vice President/founder Antoinette Rodriguez, offers the following suggestions:

1. Acknowledge the Truth and Offer Real Solutions: This is not the time to be overly sales-y or to deny what's foremost in people's minds. That means, don't call unless you have a definable technology or service solution to ease customers' pain. In the aftermath of a tragedy like last week's, appropriate examples might include disaster recovery or cost-effective data storage. Also, technologies like videoconferencing and text messaging helped those who couldn't travel or communicate otherwise.

2. Use Direct vs. Indirect Selling: During turbulent times, the public's attention span for indirect marketing messages-such as print ads, certain broadcast media, and splashy events-becomes lost in the blur of the crisis. Direct methods, including personal selling, relationship building, telemarketing, and opt-in e-mail, are more effective during trying times. Direct selling is especially applicable to sales involving expensive, complex products, long lead time, or cutting-edge technologies.

3. Apply Human Intelligence: During times of confusion, the need for consultative selling is especially heightened. Do you have technology experts to help the customer through the myriad decisions he/she will have to make under considerable stress? Specialists you might employ are: Total Solutions Providers, Business Process Re-engineering Experts, Disaster Recovery and Network Security experts.

4. Remember Maslow's Hierarchy: You must solve clients' most immediate and basic concerns. In difficult times, people tend to concentrate on the lower scale of "Maslow's Hierarchy": safety, comfort, shelter, etc. Plans for the future are put on hold. Does your technology help people feel more secure? Does it enable them to take greater control of their lives? Examples: Internet Security Companies and Mobile Applications.

5. Bottom Line It: Layoffs, cutbacks, budgetary constraints and selling a company are very legitimate concerns. And in difficult times, financial bottom line justification is imperative. Make sure your technology has a definable ROI, payback time, and other key productivity measures. Examples include: HR self-service software, self-service HR/recruiting and training, and mobile applications that increase sales force productivity.

6. Sponsor Victim Relief Efforts: Taking an active helping role gives you an opportunity to build long-term goodwill with your customers and to "do the right thing" at the same time. Can you donate a percentage of every sale to a relief effort? Could you encourage your people to volunteer to help victims of the tragedy? Might your company hold a fundraiser? Can you provide technology to help those who cannot afford the expense otherwise? MCSi and E.mergent offered their videoconferencing services free of charge to disaster victims, enabling timely patient consultations and emergency relief meetings.

7. Provide Better or New Revenue or Savings: In order to survive in tough economic times, your technology product or service must do one or more of the following:
-Offer significantly better performance than    products out there right now, or better performance than the products consumers are currently using,
-Make money for the customer,
-Save money for the customer, or
-Solve the customer's immediate "pain"

8. Make Sure It's Working: This is the time to scrupulously review your sales strategy. Is the direct or indirect model more effective for your product/service? What is the ROI of your trade shows, travel, direct mail, etc.? What is the ROI being produced by your salespeople and their inherent expenses? As the U.S. focuses on building military forces for war and attempting to decrease reliance on oil, government and energy vertical markets are good possibilities to consider.

For more information, contact Antoinette Rodriguez, MBA
Marketing 4E-Biz, Inc.
"Sales and Marketing For Tech Companies"
E-mail: ar@m4ebiz.com
www.m4ebiz.com
Telephone: 800.700.5803

Antoinette Rodriguez, CEO of Marketing 4E-Biz, is also the Vice President and co-founder of the 900+ executive member Tampa Bay Technology Forum. Marketing 4E-Biz (www.m4ebiz.com) is a sales lead generation, strategic marketing and public relations firm to the Technology Industry. The Tampa Bay Technology Forum (www.tbtf.org) is a top executive level organization dedicated to the education of the Technology Community and closing of the "digital divide" for disadvantaged youngsters. Ms. Rodriguez holds an MBA in Total Quality Management and is a sought after speaker on marketing and emerging technology trends. Her speaking engagements include: National Association of Women Business Owners, University of Tampa, Sales and Marketing Excellence Association, Executive Sales and Marketing Association, University of South Florida-Graduate Level and National Association of Information Technology Professionals. She has won many sales and achievement awards. Most recently she was awarded the "Women On the Way" Award by St. Petersburg Junior College and listed as one of the "Top 10 People To Know in Technology" in the Gulf Coast Digital Newspaper.