How to Sell to Today’s Busy People?10 min read

Nowadays ‘busy’ is the new cool. 

We multitask and do a bunch of things simultaneously and the fact that the world has been hit by the ongoing pandemic doesn’t mean things any easier. We have shifted to the online way of doing things and we’re equally strapped for time.   

We can attribute some of this craziness and our permanently hectic schedules to the internet, social media, and a plethora of technology at our fingertips. It seems that we can do a lot of things at the same time as we can rely on all kinds of tools and software to pick up the slack.

Does it make us more productive? 

It depends.

The best thing we can do is embrace our overwhelming, stress-inducing days and figure out the best way to tackle them.

And the million-dollar question is: how can we catch the attention of our equally busy prospects, nurture them, and klose the sale in such a fast-paced world burdened by the odds of a possible financial crisis?  

It can be hard, I won’t lie to you, especially if we add the current pandemic into the equation. Maybe your prospects don’t have to go to the office, but the fact that many businesses have gone under makes it more difficult for your prospects to finally make a purchasing decision. 

But not impossible! 

Here are some steps that will help you infiltrate their daily routine, get them to buy into your idea, and finally buy from you. 

Empathy is the Key 

If somebody understands what it’s like to be busy, it’s us – salespeople. 

So, the least we can do for our prospects is empathize with them and show them that we care. 

You won’t get very far if you try to impose yourself, and push things and your agenda. Remember that your busy prospects are under a great deal of stress, and they don’t need another nuisance in their life.

So, it’s essential to be courteous and empathetic, and above all aware of the fact that you might not be the highest priority item on their seemingly endless list of tasks. If you show empathy, you’ll come off as a human being and not like a corporate robot whose task is just to sell. 

Having something in common with them will make you seem less like a salesperson and more like a friend.

So, go out of your way to be there for your busy prospects. When they see that you first and foremost want to help them solve their pain points and not only get a deal, you’ll start going up on their priority list. 

Let’s also not forget that many people have been worrying about their health, while some of them have lost their loved ones, meaning that thinking about your offer most definitely won’t be the first thing on their mind. 

That’s why you should be particularly considerate. Drop them a line only to ask how they’re holding up and tell them that they can reach out to you if they need anything. Touching base for the sake of it in regular circumstances isn’t something that’s a good idea, but in times like this, showing that you care and you perceive your prospects as flesh and blood people and not an ATM. 

Not pushing your agenda all the time is something that will help you build loyalty with your prospects and allow you to develop a more meaningful relationship with them. 

Keep It Simple!

Since they are crazy busy and have a hundred things on the go, the last thing they will want to do is add more information. 

So, don’t even think about droning on and on about all the super cool features and specs of your product. 

Instead of that, respect their time (or the lack of thereof) and cut to the chase. With every bit of redundant information that you share, you alienate them and push them away. 

There’s no need to flood their already brain which is already suffering from information overload with additional details that will undoubtedly be lost on them. 

Keep it simple and easy by focusing only on the benefits that your product will bring them. Talk about how your solution can make their life easier and less hectic. 

Give them an opportunity to make fewer decisions, which means that your sale won’t be yet another burden that they have to deal with.

Always Be Prepared

Your extremely busy prospect doesn’t have time for unpreparedness, so being organized is an absolute must. 

You might only get a few moments of their time to wow them, so having it all in order makes it easy for the client, makes you look more credible, and brings you closer to making that sale. 

By showing up to a meeting or demo unprepared will be perceived as rude – you’re practically wasting your prospect’s time and it’s one of their scarcest resources. 

It’s essential to learn as much as possible about their company and its challenges in order to be able to make a tailored offer and craft the right approach. 

Don’t expect busy people to waste their time telling you things that you could and should have learned before your meeting. Use their company’s website, and social media channels to find out everything that will help you better understand what they need. 

Besides, if you do proper research, you’ll show that you’re thorough, reliable, and easy to work with. 

Minimize Potential Risk

Along with simplicity, the risk is a crucial aspect of a busy person’s life. 

Often, they don’t have time for something to go wrong, so the word “risk” isn’t in their vocabulary. 

It’s your job as a salesperson to make sure they don’t have to worry about anything – try using shorter commitment times, show a portfolio of past successes, or offer references to clients in a similar position as the busy prospect you’re working with. 

Social proof on your website and online reviews will speak volumes of why you’re an obvious choice for your prospects. 

Of course, all these happy customers’ testimonials and reviews can work only if they’re authentic and genuine. 

Such an approach is even more important at the present moment when many business owners are concerned about the future of their companies. It’s crucial to show them how your solution can help them stay competitive and bring them new business opportunities. 

It’s a good idea to come up with different pricing strategies that fit the current situation. For example, instead of only going after big, hefty deals, focus on the ones ready to commit to a smaller deal than initially negotiated. 

If you’re thinking about offering a discount, it’s best to give it to prospects ready to subscribe to your annual plan. Similarly, throwing in some premium features into your regular package will definitely help you seal more deals. 

Establish Your Case

Busy people don’t particularly like change as it means that they have to re-adjust potentially many aspects of their life and they don’t have time or energy for that. 

They will try to avoid everything that will disrupt their clockwork routine. 

That’s why it’s important to bring forward a strong case, outlining all of your goals and ultimately the benefits for the client. 

You need a well-thought-out and yet concise plan which will explain why they should opt for your product and ditch their existing one, in case they have it. 

Another thing that you should insist on is an excellent onboarding process which will help your prospects easily settle into their new routine and start using your product without any hiccups and bumps.

It’s a great idea to start implementing your onboarding process during a free trial so that your busy prospects can see all the benefits of your products for themselves and right away. 

Work in the simplicity aspect (if you’re prepared, this should come easy!) and you’ll make a successful case for how you intend to help them.

Ultimately, your goal is to be prepared, concise, and empathetic enough to break down the busy people’s walls and get their attention long enough to pitch your sale and have them recognize how your product will be beneficial for them and their company. If you follow these 5 steps, not only will you demonstrate your skill, but you will also gain your clients’ trust – and that is the most important thing in this business. 

Use the Right Tools 

When it comes to selling to busy people, especially during challenging times like these, having the right tools is something that can make a huge difference. 

In other words, you need all the help you can get. 

Autoklose, for example, is a great solution for sales prospecting and engagement. Since all events, trade shows, and conferences have been canceled, you need something to help you find new prospects in such an increasingly online marketplace. In other words, it’s a good time to start selling products online.

Since there’s nothing like face-to-face communication, using Vidyard for recording personal videos that you can add to your emails and establish a connection with your prospects is a must. You can find Vidyard’s GoVideo feature implemented in our email editor, meaning that you can simply record yourself (or your desktop) without leaving our platform. 

With Calendly you can streamline your appointment-booking process. Your busy prospects won’t have to check with you before scheduling a meeting. Instead of that, you can simply put a link in your email, and allow them to pick the time slot that fits them directly from your calendar. It’s another integration that Autoklose provides in order to facilitate your communication with your prospects.