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

teams have always interacted with customers Castagnetta predicts that a more virtual sales face-to-face at yards, docks, et cetera. Today, process likely will be the new normal. “I think they can’t get in.” it’s here to stay,” she says. “We’re going to adjust The need for social distancing and travel reand determine how we can best support our strictions also has altered the look of sales presales reps and our customers.” sentations. “Previously, we would bring all our Already the sales team has implemented virtual constituents together for an in-person presen- weekly sales huddles with small groups to protation and outline our full value proposition,” vide coaching tips, share what’s working, etc. “The biggest issue with Castagnetta says. “Now our sales presentations They recently launched a video platform utilizCOVID is how to connect are more targeted – 30- to 45-minute virtual ing gamification to assist with lead generation with buyers,” explains meetings with multiple individuals instead of and a sales training program which focuses on Kimberly Castagnetta, a two-hour meeting with the whole buying virtual delivery. Executive Vice President, Marketing, at TransForce Kimberly Castagnetta group.” This more fragmented approach makes it chalTransForce also has focused on a buyer persona approach and has partnered with an outside Group, who sells workforce solutions for motor lenging to showcase the company’s integrated firm to conduct “voice-of-the-customer” recarriers. “Transportation is a people’s business portfolio of solutions, she points out. search. first. Our branch managers and recruiting

“Taking a much deeper dive with our core audience has helped us to better understand the value we bring to our customers, so we can maximize our scope of influence and expand into other sales workstreams within the same client,” Castagnetta explains. The company has beefed up communication tools and adapted marketing content to be more effective via virtual delivery mechanisms. They are also investing in autodialing technology to support outbound sales efforts. Finding ways to connect with prospective customers personally is a top priority. “We need to find ways to get the human touch back into the sales process,” she says.

Offering Greater Flexibility at Volvo Trucks

hiccups seven out of 10 times, but we’ve made are able to schedule virtual meetings much it work!” more quickly than in person. As a result, deal The company has even transitioned to virtual cycles have been noticeably shorter in the past pilot reviews. “Usually, we would fly people six months. to our customer center in Virginia to inspect “Obviously, the pandemic has caused numertheir new trucks, but now we’re unveiling them ous challenges, but there actually have been virtually,” she explains, noting that customers a lot of positives to come out of it as well,” she have responded positively to the video walk- says. “Everyone has tightened up, reset. We’re arounds. reevaluating how we’re doing things. We’re One advantage of a more virtual sales process, working smarter.” n Ameigh points out, is that customers generally “COVID definitely has been challenging,” says Christina Ameigh, Regional Vice President – Western US, Volvo Trucks North America. “It has changed the way we’re doing business. We had to Christina reset quickly – find new Ameigh ways of working, new sales tools,” she explains. Moving inventory between locations, extending uptime services through year-end, modifying payment structures, and offering flexible terms for trade-ins are just a few of the ways the company has tried to support customers that are struggling in the pandemic, Ameigh says. “You have to be able to look at the whole situation and have empathy,” she says. “We need more creativity and flexibility than ever before.” The sales process has changed as well. The sales team now uses a mix of virtual and face-to-face meetings. “In the past, we would meet customers or dealers in more casual scenarios, such as business lunches or dinners. Today, we reserve in-person meetings for discussing critical issues,” Ameigh explains. Like so many companies, Volvo Trucks has turned to Skype and video conferencing for much of its interactions with clients. “Presenting can be tricky since we usually have three organizations involved – Volvo Trucks, the dealer and the customer,” Ameigh explains. “You run into firewall issues, bandwidth issues… There are probably technological