FEATURE: Selling in a Pandemic
Selling in the New Normal More than half of industry professionals (52 percent) reported that the coronavirus pandemic has made their jobs more challenging, according to a survey conducted earlier this year by Women In Trucking (WIT).
What specific challenges are sales professionals facing? Redefining the Road recently connected with two sales executives who are WIT members to discuss the current sales environment (virtually, of course).
Forging Connections at TransForce Group “The biggest issue with COVID is how to connect with buyers,” explains Kimberly Castagnetta, Kimberly Executive Vice President, Castagnetta Marketing, at TransForce Group, who sells workforce solutions for motor carriers. “Transportation is a people’s business first. Our branch managers and recruiting
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teams have always interacted with customers face-to-face at yards, docks, et cetera. Today, they can’t get in.” The need for social distancing and travel restrictions also has altered the look of sales presentations. “Previously, we would bring all our constituents together for an in-person presentation and outline our full value proposition,” Castagnetta says. “Now our sales presentations are more targeted – 30- to 45-minute virtual meetings with multiple individuals instead of a two-hour meeting with the whole buying group.” This more fragmented approach makes it challenging to showcase the company’s integrated portfolio of solutions, she points out.
Castagnetta predicts that a more virtual sales process likely will be the new normal. “I think it’s here to stay,” she says. “We’re going to adjust and determine how we can best support our sales reps and our customers.” Already the sales team has implemented virtual weekly sales huddles with small groups to provide coaching tips, share what’s working, etc. They recently launched a video platform utilizing gamification to assist with lead generation and a sales training program which focuses on virtual delivery. TransForce also has focused on a buyer persona approach and has partnered with an outside firm to conduct “voice-of-the-customer” research.
