The global pandemic caused chaos, increased fear, and a pervasive sense of confusion that no one expected. There are, though, silver linings: new ways of living, more time with family, and a genuine pause to consider how we do business in this brave new modern environment.
The pandemic also brought with it an unintended benefit: the opportunity to bond on a more personal basis. It has made space for empathy for one another and a variety of difficult situations. We use video conferencing to meet with friends and clients every day and obtain a window into their culture.
We see their children's artwork on the walls, and we see some children jumping into their laps, staring at people on the television. We get a glimpse of their lives and homes. We see people struggle to balance conflicting personal and professional expectations. We get a close-up look at their whole lives.
It's one of the world's great ironies in the business-to-business (B2B) realm. It's quick to forget because no matter how big the business is, how much money it's worth in billions or trillions, how many offices and jobs it has, you're only promoting and selling to people.
B2B businesses that prosper before and after the pandemic would be those that prioritized relationships above sales and established themselves as reliable confidants. Also with the conclusion of the pandemic in sight, we can't return to a revenue-driven mentality.
(Actually) Pay attention. Hear from the ones you care and about how they've been affected.
We should all be striving to comprehend our customers' issues. It's much more crucial during trying times. However, don't stop at the technical level. Do you know that your client has a family? If that's the case, how does working from home affect them? What level of work security do they have? Many people are concerned about going to the workplace and the old way of life as vaccine rates rise. Place yourself in their shoes and try to imagine what they're going through on a regular basis.
2. Define performance in a new way
While we've come a long way since April, and relief and vaccines are on the way, we're also in the midst of one of the worst downturns in recent memory.
If certain consumers churn or prospective buyers lose confidence, the knee-jerk reaction to a slowdown will be to ramp up sales and sell more. However, now is not the time to be a pushy salesperson. It's a chance to become a trusted advisor to customers and learn what success means to them. What do you expect your customer to accomplish in their career, both short and long term? Rather than internal partnership metrics, focus your expectations on how your customers accomplish their objectives.
Marketing Qualified Leads, sales quotas, and KPIs are all things we must meet. Leaders who value how their clients succeed over hard measurements, on the other hand, can become trustworthy advisors who customers will count on.
Consider basic measurements to use in your KPIs, such as how many of your clients reached their target as a result of your efforts (personal or professional). Here's an excellent example: After meeting with a customer who was having trouble finding daycare in a new place, one of my colleagues spent a few hours investigating and compiling solutions before sending them to the customer. This type of meaningful action will help businesses create brand awareness and achieve long-term growth.
Encourage an empathetic leadership culture.
The distinction between internal and exterior is no longer discernible. Create an empathetic society. Schedule time for your friends, much as you will with clients, to see how they've been affected emotionally and professionally. Inquire on how you can make their lives happier and more supported. Inquire about the issues that they are most concerned about right now. Take personal steps to assist with the resolution of these issues.
Employees who are noticed and appreciated by their supervisor are more likely to be efficient and deliver more work. They'll also be more open and sympathetic to your clients, which is beneficial to your business.
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