Crisis, unprecedented times, new normal: whatever you want to call it, the current state of affairs has landed sellers and buyers in a place where they need to reset.

At least, that’s what Craig Rosenberg says — and he knows what he’s talking about. Craig is the co-founder and chief analyst at TOPO, a research and advisory firm that helps sales and marketing organizations grow revenue faster. 

According to Craig, the sales industry is finding itself in a reinvention phase. After 8 years in a bull market — where everything works — we’re being put to the test. Survival means using this time as an opportunity to reset, and Craig recommends focusing on three key areas: buyers, messaging, and coaching.


Buyer Reset

Who you sell to, and who you continue to sell to, is as important as ever. Certain segments aren’t buying at all right now; others find themselves in a position where they’re not just surviving or stabilizing, but thriving.

As a seller, it’s imperative that you’re making informed decisions about who you’re selling to. And once you’ve done that, make sure you know your buyer well. Sellers have been living off the same buyer personas for years; now’s the time to make a change. 

Think about it this way: if your team’s needs and pains have changed recently, it’s safe to assume your buyers’ have, too.

Messaging Reset

Along those same lines: your messaging can’t be stagnant right now. What worked last year or even last month may not work anymore: when the world is in a constant state of flux, everything seems to have a shorter life cycle. 

There’s no one-size-fits-all solution. It comes back to knowing your audience well. But generally, Craig has found that buyers’ definition of value has changed. They don’t just want solutions: they want ideas. 

How can you help them right then and there — not once they buy your product, but while they’re still on the phone with you? What information or perspective can you give them that they haven’t had access to before? That’s what sellers should be leading with.

Coaching Reset

Everyone believes in the value of coaching, Craig says. That’s never been a question. The problem has always been time and resources.

But smart sales orgs are using this time as an opportunity to reevaluate their coaching program. While automation isn’t the solution to everything, sales coaching is one place where Craig has found value in automation, as it allows you to scale.

Bottom line: new technology and new processes aren’t interim solutions; they’re going to make your team and your business better for the long-haul.

Want to hear more from Craig? Watch the full video interview below!

Ready to reset your coaching program? Check out Ambition's all-in-one Sales Coaching Software.

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