Holiday Selling 2.0: The New Rules

Admit it. This was one of the toughest sales years in history. As new predictions come trickling in to warn us of a sad and cold holiday season ahead, it’s easy to opt out and pull out the decorations and call it a year.

Salespeople are running on empty. They’ve been desperately trying to sell to fearful prospects who have pressed the pause button virtually all year. We catch a few glimpses of the economy getting stronger, but there are still more sales deals being lost because of “no decision,” making sales look shakier each day.

It’s time to stop the doom and gloom and start hearing the sleigh bells. This can be one of the brightest and most gratifying times in sales history. The level of creativity, resourcefulness, and partnering has never been healthier. Selling in pre- and post-holiday time requires a different approach, different mental stamina, and different selling techniques.

So start your engines. Prepare to fly in full sales control, and spin your sales offerings with fuel for a winning flight. Here’s how to change your business as you move into 2010:

1. Sell green: According to a recent poll, Americans feel that protecting the environment should take priority over economic growth. With soaring energy prices and increased consumer awareness that the environment is in danger, clients are making room in their budgets if it sounds, tastes, or acts green. How can your product be recycled? How does it affect the environment? Spin it green.
2. Sell self-interest: People always want to hear how they will be affected. They’re looking for ways your solution will change their lives and also how it will impact their social and ecological values. Tell them.
3. Sell your smile: Web cameras continue to take the place of you making an appearance in-person. So when you call, remember the webcam. Dress for success, at least from the waist up. Set up Web demos now as a fun holiday treat, and check in on your prospects.
4. Sell profitability: While the stimulus package gets doled out, inflation will more likely kick in and our economy will take another step back. Your prospects will want to see more value and future significance for every earned dollar they intend on spending.
5. Sell multiculturally: Be prepared to speak with a culturally diverse group. Educate yourself about their buying habits, values, and simple etiquette.
6. Sell loyalty: According to new research by Walker Information, four out of 10 employees feel trapped in their jobs. Even when the economy eventually recovers, pervasive dissatisfaction and anger will not disappear. Treat your employees to holiday cheer now, and all year round. Their loyalty will grow and you won’t experience high productivity slumps.
7. Sell smart: Every day there is a new sales intelligence tool out there to help you sell smart. There’s no such thing as cold calling when you have so many ways of finding out about your prospects. Do your homework, and come in prepared.

Josiane Feigon is president of TeleSmart and a blogger on inside sales. She is a leading expert on inside sales teams and management talent and is the author of Smart Selling on the Phone and Online.