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The post-pandemic world of business development will look very different than it did in 2019. I started my first “sales” role at a large international company in his 2014, and my days were filled with face-to-face meetings, often visiting 4 companies. Five different prospects. The pandemic changed this approach as we all moved to web-based platforms and fewer in-person meetings.
Fast forward to 2023, and I joined the Houston team at Square Robot, a startup that is disrupting an industry. Coupled with the challenges of working for a relatively new company, I have to learn how to survive a post-pandemic sales world where hybrid work, reliance on email, and video-based web calls are now the norm. It didn’t.
I think many people working in startups would agree that the first barrier they encounter when trying to build and grow a business is dealing with the “who” in the equation. You’ll be wrestling with your prospect’s already busy schedule to buy a few minutes of their time, which can be an uphill battle if your company is relatively unknown. Needless to say, startups often experience internal delays simply because they run into previously unresolved concerns or problems. Successful startups are made up of people who intuitively and proactively find solutions when they encounter such situations, rather than sitting back and saying, “I don’t have a tool to use, so I’ll use it.” I am. I have to achieve this. ”
While there is no perfect formula for increasing sales in a startup, I can share my personal experience and successes over the past 15 months at Square Robot. The company trusted me to develop its business in an untapped market area, the power industry. I grew this market by over 300% in one year, even though the majority of my potential customers had never even heard of Square Robot. There were several key steps to my success, including adapting to changes in business operations post-Covid-19.
The power to grow a brand
My first focus was developing my personal brand as an ambassador for Square Robot. Not only was I eager to learn all aspects of robotic services, but I also learned the same in the power industry. I relied heavily on LinkedIn to build my brand as a knowledge center, often creating short videos, posts, and even articles about the benefits of Square Robot services for the power industry.
In a business world filled with endless emails and cold calls, social media allows you to connect with prospects without feeling pressured to call them while you’re in a meeting or too busy to talk. I found it to be an easy way to get in front of. Name and company recognition from LinkedIn translated across traditional platforms. I connected on LinkedIn and sent a message, then contacted them via email and phone. Overall, approximately 75% of deals closed in 2023 began with outreach on Linkedin.
Cooperation with related organizations
As I continued to learn more about the power generation industry, I sought out relevant research and non-profit organizations. From there, they found the Electric Power Research Institute, which subsequently adopted Square Robot in a program that introduces new technologies directly to end users.
We also researched industry-specific conferences and publications for presentations and paper submissions. This is a great way to grow a startup’s brand while paying close attention to budgeting.
Make time for a face-to-face meeting
While it was important to find a way to increase Square Robot’s profile, we also wanted to maintain the in-person connections that have a lasting impact. Real success in this role requires business development and relationship development. When Square Robot was on-site providing services, I made it a priority to visit new clients.
By taking the time to meet face-to-face with the people and teams I spoke to many times (sometimes over several months), I was able to build trust and find further opportunities. People are much more likely to respond to your email or phone call if the name includes a face. Many times I have used this visit to reach out to businesses and ask for referrals to other locations and regions.
2023 has been an accomplishment for myself and Square Robot, and we look forward to continued growth. In the world of startup business development, this means constantly engaging with your potential audience in new and different ways, being undaunted by time or failure, and driving sales with creativity and persistence.
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Stephanie Nolan is the Director of Sales at Square Robot, headquartered in Massachusetts with a growing presence in Houston.
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