How do you sell in times of uncertainty? How can you increase sales in 2022? There are many things you can do to thrive in your selling this year, but none of them will go far if you do not do this one thing-show empathy. There is hope in the air locally and globally. Deaths and hospitalization from COVID-19 are rapidly receding and the world is in a kind of mixed recovery; cautiously optimistic if you please. No longer in shock (that ship sailed) but not in acceptance stage either. So how do you increase sales during the pandemic or in times of uncertainty? By communicating with empathy.

You can be seen as insensitive

In this time of the pandemic, or post pandemic, how are you going to sell the product or service you so competently used to? Well, in addition to your competence, consider that your prospects and customers may have undergone a traumatic experience Even if their businesses thrived, possibly their personal lives didn’t. So, caught in the throes of getting ahead with the sale you could be imagining that the best way to get things cracking is not to talk about the possible trauma and come out as insensitive to the prospect who’s still grieving the loss of his mother from the pesky corona virus. Likely, the sale is dead on arrival at that point.

Don’t assume, ask.

And don’t assume you know how COVID has affected them. You don’t. That’s not hw to sell in uncertainty. For instance, it is generally assumed that vaccines are a good thing. That there are no serious side effects of vaccinations. What if I told you that last year I buried a friend, and a client’s wife is still recovering from a traumatic skin disfigurement, both following a vaccine jab? Now imagine, making the sweeping statement, ‘Thank God for the vaccine and how they are helping’, to one who’s loved one developed a clot in the brain after a jab?

How to sell in uncertainty

How to sell in times of uncertainty.

So, tentatively find out. “It was a difficult time for many people and businesses last year. How was it for you?” (Empathy) The ‘you’ is deliberately left open to allow for a personal and professional response. If the prospect becomes analytical and asks “Me, personally, or the business?”, say, “Both. After all, without you there is no business.” (More empathy).

And then LISTEN! Empathy is not about the questions you ask so much as it is about your looking concerned through genuinely listening. Polite eye contact, nodding, seeking clarifications are all ways of doing so.  This is an important part of managing your relationship with your customers and building trust with them. But at the same time remember you have targets. So, once you all caught up, depending on how you read the situation, proceed with permission selling thus: “Mercifully, it looks like things are getting better and we keep hoping for the best. Is it ok if I shared with you what I have for your consideration?” (Further professional empathy)


If you would like to have your sales team sell more, we can help. In order for us to do so we propose a free consultation meeting or a call. If in agreement please complete the form below and we will get in touch after receiving your details, none of which will be public. Thank you.

Views – 443

About Author

Related posts

The face-to-face sales meeting still trumps. Use it

Insist on face-to-face sales meeting. At the meeting, dialogue, listen, take notes. Get to the nub of the issue. Then consensually agree on way forward. After all, even in a pandemic, we are still social creatures. This piece of advice should be Holy Grail for two sellers. The business to business (B2B) one for whom

Read More

Take notes during sales calls, like a doctor

Your listening is guaranteed to fail you. Use pen and paper to take sales call notes. But, if typing on a phone is how you roll, roll on brother. Take notes during sales calls. If the doctor turned the document he was writing on towards you, would you decipher the content? Well, first you’d do

Read More

How do you build trust in selling?

How important is it to build trust in selling? Changing hastily made commitments raises eyebrows, and breaks trust. Understand the scope of work before pricing it. The more if you are In the B2B (Business-to-Business) industry, where tip-of-the iceberg symptoms are verbalized as the iceberg problem by the potential buyer (prospect). Take the institution (a

Read More
Stay ahead in a rapidly changing world with Lend Me Your Ears. It’s Free! Most sales newsletters offer tips on “What” to do. But, rarely do they provide insight on exactly “How” to do it. Without the “How” newsletters are a waste of time.