Selling Through Tough Times of Peak Demand
Reviewing seven ways businesses can thrive when customer orders are outpacing supply
“I cannot find enough product to sell right now.” “Our lead times have never been longer.”
“We can’t find enough people to support our customers.”
“I’ve had to raise prices three times this year.”
Attend Paul Reilly’s presentation, Competing on Value in an Amazon World, at the 2021 FEDA Annual Conference on Wednesday, Sept. 22.
Tese are the common complaints I hear from salespeople dealing with the realities of selling during peak demand. Although peak demand provides stability and long-term opportunities, it also creates unique challenges. Ironically, having more demand than supply creates a harsh selling environment. It’s a different stressor than what we experience during a downturn, but a stressor nonetheless. Still, it’s a good problem to have. Remember to be thankful for this current challenging sales environment – it certainly beats the alternative.
By Paul Reilly 38 FEDA News & Views
Although this current market poses several unique challenges, this tough time is also good for businesses such as distributors because of the positive change that will stem from this struggle. Within every challenge lies an opportunity. In my new book, Selling Trough Tough Times (available September 2021), I share countless
examples of how our struggles create immense opportunity. Tis unique tough time is no different and there are several approaches business leaders can keep in mind as they navigate the market. Tis is a crucial time to maintain perspective and look for opportunities.
Here are seven thoughts to help businesses thrive in the current selling environment:
You are Experiencing an
Equalizer Event Everyone is experiencing the current challenges you are facing. Some sellers become easily frustrated and pause while others maintain perspective and press on. Acknowledge the challenges you are facing, but then identify the opportunity those challenges create. Take comfort in knowing that everyone is dealing with these same issues.
Several years ago, Tiger Woods was asked in an interview to comment on the PGA lengthening the courses because he was hitting the ball further. Te reporter wanted to know if he was frustrated by this. Tiger replied that he wasn’t frustrated because the course would be longer for everyone, not just him. Right now, everyone is facing the same challenge, not just you.
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