Three years have passed since the declaration of Covid-19 as a global pandemic, yet its impact continues to disrupt businesses in 2023. As a leader in the out-of-home (OOH) industry, regardless of the size of your company or the extent of disruptions faced, the past few years have demanded a great deal from you. It is important to acknowledge the challenges and recognize your team’s incredible efforts. However, the reality remains that the economic landscape in 2023 is as uncertain and volatile as it was in 2020, once the initial shock of the shutdown wore off. As we approach the midpoint of this year, it is crucial to reflect on three essential questions that can inspire, motivate, and transform your team, ensuring momentum for a strong finish in 2023.

1. How Healthy Are Your Pipelines? A recent study revealed that 49.7% of sales leaders reported having “less than robust” pipelines. This trend aligns with data from across the country, indicating a decline in inbound leads. Consequently, there is an urgent need to strengthen prospecting capabilities and focus on relationship building. The prolonged period where prospecting was less crucial due to ample inbound leads has led to a skill gap that must be addressed promptly. Failure to address this problem can have severe consequences for your company.
2. Have You Developed a Remote Selling Skillset? Virtual and digital selling have become permanent fixtures in the industry, whether we like it or not. However, many OOH salespeople lack the necessary skills to thrive in this new environment. Without proper training, reinforcement, and access to tools, engaging with buyers and securing their attention has become more challenging than ever. If there are skill gaps in remote selling or if the resources provided to your team have remained stagnant since Q2 of 2019, you may find yourself at a significant competitive disadvantage.
3. How Are You Protecting Key Customer Relationships? In today’s competitive landscape, your key customers are being exposed to more competitors who are willing to sacrifice margins to secure business. To maintain and nurture these vital relationships, it is crucial to prioritize senior-level interactions with your clients. You personally need to be closely involved with your most valuable clients, making regular business review meetings a top priority for you and your team.

Key Insights from the Study: Several noteworthy findings emerged from the aforementioned study:

• 77% of respondents reported major short- and long-term changes in the competitive landscape.
• 71% experienced changes in sales processes due to remote buying and selling.
• 62% found it more challenging to identify & sell new prospects compared to the pre-Covid era.

Conclusion: As a leader in the OOH industry, it is essential to evaluate the health of your sales organization by addressing these key questions. By focusing on pipeline health, developing remote selling skills, and safeguarding key customer relationships, you can navigate the uncertainties of the 2023 economy and maintain momentum for a successful year.

Need help with sales skills or coaching to take your out of home company to the next level.  Learn more about OOH Sales Mastery at oohmastery.com  or Contact Dan Nausley at  dan.nausley@sandler.com, 423.702.5579.

Lisa & Dan Nausley of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching scores of OOH Operators across the country in sales, leadership, and executive coaching. 

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