Q: Rock, I’ve been told that it’s insensitive to be out trying to sell when people are suffering and businesses are trying to stay afloat. Is that true?

It depends on what you mean by selling. Are you out there helping, keeping communication channels open, connecting people to each other, and being a resource? Are you educating people and laying the groundwork so your solution can help them spring ahead when things open up? Are you representing something you believe in, from a company that is ethical and has customers’ interests at heart?

The reality is that people are buying things. Someone is probably trying to do research on what you sell, trying to get information and help.

How you sell is important. Your tone and approach matters. Be empathetic and supportive. Everyone has stories right now. Take the time to listen.

Selling is all about relationships. Trust, integrity, reliability and respect. Sales professionals who care show kindness, humility and selflessness. Bring ideas, solutions, time savings and value.

Acquire more emotional intelligence. Read and respond to buying signals. Change and adjust. Focus on the long-term relationship,

To improve your skills, find a reputable sales trainer or speaker. Follow their work. Watch them on YouTube and listen to their podcasts. Read their books. Look for someone who is an expert salesperson and also knows how to teach, not a self-proclaimed guru or motivator. Motivation only gets you so far. Find a trainer who can educate, encourage and empower – and can transfer those important life and business skills to you. If you need to bring in someone to work with your sales team, I can offer great referrals to smart, experienced teachers and mentors. Integrity matters!

In challenging times, work on foundational sales skills that will continue to serve you. Better skills and better relationships open the door to better selling.

Sales and business growth are areas that require constant attention. Another area of focus for the owner is succession planning. Who will take over for you if something happens, especially in this time of instability? Do you have a professional consultant who can walk you through the steps?

About the author: Rock LaManna helps label and graphics company owners make better decisions. If you are ready to sell your business or improve your bottom line, integrity matters! Email [email protected] for a confidential discussion about services available from the LaManna Consulting Group.