Selling During Times of Sorrow

Many people have been asking us recently about selling during times of sorrow, times when the world has been flipped upside-down due to a tragic event.

Right now, with the war in Ukraine and the devasting videos showing our fellow humans losing everything along with the most significant mass exodus of people in history, it is hard for me to sell anything.

Presently, salespeople have to understand the best ways to sell during times of tragic sorrow. Years ago, sellers and buyers did not hear about bad news unless they read the paper or listened to the radio. It must have been easier to continue to sell when the trouble did not bombard you in the world. We all felt it after September 11, the feeling that we were out of place if we were making a sale. There wasn't a lot of education and discussion on this topic, and all I did hear about was the salespeople that were price gouging during this time.

During life-changing disasters, times of war, fires, and any sad events, sales must continue, and salary and commission must be earned. We should be discussing proper protocol during tragedy and how to work with your sales team to make sure that they are prepared to handle selling during sorrow.

It's amendable to sell something when you have the need, but what happens when you must sell after there has just been a horrible occurrence in the world or your neighborhood. What is the right thing to do as a salesperson?

We suggest that leaders offer time for their reps to discuss the situations and develop some great alternatives to the sales discussion with a client. A sales meeting is an excellent time to discuss this issue and make sure that you have covered what is on your team's mind.

Salespeople should be empathetic and take the time to listen to their customers. Ensure that the time is right for a sales conversation and ensure that if the appointment needs to be rescheduled, you are understanding and comfortable with being flexible.

If the client wants to discuss the situation, lending an ear is an excellent way to build your relationship. Don't take any political sides, but be there if your call ends up being time with a sad event.

It's fitting that a salesperson must pick up the phone and always smile and be passionate about what you are selling. If you are sad, troubled, and worried about making a sales call during turbulent days, then we suggest not selling and taking the time to work on your pipeline. Try to take a day and do other tasks that need to be done. There is always the next day to make your calls.

After September 11, 2001, I admit that it was hard to pick up the phone and contact clients to place their orders. I learned to handle each call with a sympathetic ear and always listened carefully to hear how the client felt.

It was uneasy trying to sell PPP and hand sanitizers during Covid though these items were essential.

What I did was listen to the voice on the other end of the phone.

If I felt the client was upset and distracted, then I would recommend another time and make sure they understood that I was flexible and understanding of how this was affecting them and everyone. There is so much stress right now that it is essential to remain empathetic and caring.

I believe, today, that it also makes sense to reach out and make sure that their family and friends are safe and find out if you can help. Many clients had friends and family in NYC after September 11, and just reaching out to make sure that clients had what they needed was helpful and considerate."

This is why salespeople need to be aware of what is happening in the news. Download a breaking-news app, get information feed sent to your email -, be mindful of current events, have empathy for the world, and sell smartly even during times of sorrow.

One last thought. Many companies help their employees by paying for time working on fundraising events.

Companies may find that this may be the perfect time for your company to assist employees and clients by teaming up with accredited organizations to donate time, products, and money.