Strengthening Your Position When Deals Don’t Close As Fast
Activate
A slowdown is a fantastic opportunity to gain market share. It is also a great time to adapt. Budgets and priorities can shift in times of uncertainty, but astute organizations look at this moment as a rare chance to reach new customers swiftly and establish their brands decisively.
Look at brand-building and revenue-creating activities you can take on in a changing economic environment:
Engage prospective buyers with empathy
Consider engaging prospects with a strategy that matches the reality we’ve found ourselves in. Take the time to identify the members of the buying committee and engage them with your value proposition in a thoughtful, patient manner that is anchored in empathy.
Have a solid content marketing strategy
Companies are searching for sources of information that will solve their problems. This is especially true in a not-as-robust economy. Make sure you are there for your future customers when they search for solutions to problems your technology solves. Offer them helpful eBooks, whitepapers, case studies, videos, and third-party analyst reports. Make sure your content titles are search-friendly. Consider doing a content audit to identify gaps in your assets and how you can quickly fill them.
Convert leads at a gentler, or faster, pace
Respect their timelines and budget. Now is not the time to be pushy – in fact, there is never a good time to be pushy. But now is certainly a good time to listen to current struggles and how they shape the future of your prospects. Those that come off as helpful to their prospects have a much greater opportunity to receive RFPs when a prospect is ready. Those that are inattentive to their prospect’s needs will not be shortlisted.
Identify sources of quality leads
Gaining market share equates to increasing your inflow of qualified leads. In times that are not as fast as a bustling economy, use the opportunity to thoughtfully identify and generate quality leads. For many companies, it is still business as usual. All companies want to get ahead and now is the best time to snatch market share.
Improve on brand awareness
Creating greater brand awareness is hard. Time and again, we have found that those who invest in a slowing economy reap the reward when the economy expands. Invest in quality programs and campaigns that give your brand more prominence. Amplify your voice by talking about your buyers’ struggles and how you can solve them.
Uncertain and unpredictable times offer great opportunities to thrive. Create a strategy with a systematic plan for engaging and capturing the minds of buyers today so you can thrive when the economy starts growing.
