Abstract
As the governments and businesses of the world slowly realized the extent of the emergency of COVID-19 and the ensuing pandemic and began to assess the deaths and hospitalizations that resulted, they began to create new rules, operating procedures, and advice that everyone needed to follow. This included the business-to-business (B2B) salesforces who had just concluded their sales years in December 2019 (for most) and were embarking on a new set of goals and challenges for the new year. Quickly, local governments restricted contact between people, and especially between people who did not have a life-or-death requirement to meet in person. B2B salespeople needed to find a different way to continue to sell, to add to their personal value to the customer, and to build on the relationship they had, if any, with that customer. As the reality of the pandemic set in, B2B salespeople realized they needed answers, methods, and ideas.
TopGovernment Reactions
The U.S. government quickly formed a Task Force focused on what to do and what the public should do.
The White House Task Force narratives have meandered as the public’s reaction to the situation changed: From disbelief and dismissal (denial) to unwillingly acknowledging the threat and shifting responsibility to China (anger), followed by relative nonaction while advancing optimism (bargaining), then briefly resigning to the fact (depression), and finally, an attempt to normalize the situation by embracing it and adapting to the new normal while exploring possible solutions (acceptance). (Dzhurova, 2020, p. 579)
The result was a situation never experienced by the current citizens and certainly not by the current government leaders. As Greer et al. (2020) saw it:
Covid-19 is a dramatic global public health challenge, and in many countries has created a ramifying public health, economic, and political crisis. The numbers involved are stupefying, whether they speak of infection and mortality, the scale of public health measures such as mobility restrictions, or the economic consequences for unemployment and public sector spending. Entire economies been put into medically induced comas, unthinkably tough public health measures have become widespread with levels of public compliance or noncompliance that often surprise, and health care systems as well as states are being put to tests many have not recently seen. (Greer et al., 2020, p. 1414)
The “relatively authoritarian public health measures (such as physical distancing or temporary economic shutdowns) depend on societal compliance” (Greer et al., 2020, p. 1415). Shutting down the economy presented sales professionals with a new challenge and sales organizations struggled to determine their next best action given these constraints. The communication from the health professionals left a great deal open, and,
During the course of this pandemic, it has too often been difficult for the public to distinguish between evidence-based and less scientifically reliable information, in part poor messaging by health authorities and other officials and uncertain and evolving scientific information, including high-profile retractions of research papers and conflicting modelling analyses. (Lazarus et al., 2020, p. 2)
This ever-evolving government reaction meant that it became difficult for anyone to plan, execute a previously designed strategy, and identify how to react next. While everyone followed along, confused, and afraid, business was left to close, stop operating and at best, find another way to deliver value for their customers.
Key Terms in this Chapter
Digital Technology: Digital technology refers to the use of digital systems, tools, and devices that process, store, and transmit data in electronic form. It encompasses a wide range of technologies, including computers, smartphones, software applications, the internet, and emerging technologies such as artificial intelligence, machine learning, and blockchain (OpenAI, 2023 AU14: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Virtual Selling: Virtual selling, also known as remote selling or digital selling, refers to the process of selling products or services using online communication channels and digital tools. This can include virtual meetings, online presentations, and the use of e-commerce platforms to engage with and sell to customers without physical presence (OpenAI, 2023 AU20: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Pandemic: A pandemic is an outbreak of a disease that occurs on a global scale, affecting a large number of people across multiple countries or continents. Pandemics can have significant social, economic, and public health implications (OpenAI, 2023 AU17: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Operating Models: Operating models define how an organization is structured, how it operates, and how it delivers value to its stakeholders. It includes the processes, workflows, systems, and relationships that make up the operational framework of an organization (OpenAI, 2023 AU15: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Virtual Meeting: A virtual meeting is a gathering of individuals conducted via digital communication tools or platforms, such as video conferencing, to facilitate discussions, collaboration, or presentations. Virtual meetings allow participants to connect remotely from different locations (OpenAI, 2023 AU19: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Risk Aversion: Risk aversion is a behavioral trait or strategy where individuals or organizations prefer to avoid or minimize exposure to uncertain situations or potential losses. Risk-averse individuals tend to prioritize safety and security over potential rewards (OpenAI, 2023 AU18: The in-text citation "OpenAI, 2023" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).