At this point, we’re all accustomed to waiting.

Whether it’s a new TV, a pair of shoes, or business technology hardware, placing a product order in 2022 comes with a general understanding of “expecting the unexpected,” or at least “expecting some delay.” We’re all in this boat together. What makes a difference lies in how these delays are communicated to the customer.

With unprecedented equipment delays, the conversation has certainly changed with prospects and customers. How do our sales teams overcome this obstacle and converse openly with customers about the supply chain realities, but also strategically work with clients to minimize the impact? The answer lies in the Little Blue Book. Keep Everyone Informed.

Communication is Key: 5 Ways Sales Teams are Keeping Everyone Informed with intentional dialogue.

1. “We’re in the same boat as everyone else in this world.”

Honesty is ALWAYS the best policy. Letting customers know that we are 60 to 120 days out on equipment arrival isn’t just the right thing to do. It properly sets expectations and prevents backlash in the weeks to come.

“To me, the key is setting honest and realistic expectations. If you do that you don’t have to make up any stories,” Texas VP of Sales Clay Mills said.

2. “Let me see what we have in stock.”

Customers have unique needs based on their projects and plans – if they can’t wait, we can certainly offer options.

Roy Faries created a database for Arkansas and Texas so sales reps can look at everything currently in stock, to see if there is a similar device that can fulfill a customer’s need right now.

“In the current environment, there is equipment that is sold unexpectedly. Items we didn’t plan to get and we get. So reps can always look at our current inventory to offer to a customer who needs equipment sooner rather than later,” Arkansas VP of Sales David Holzhauer said.

3. “We’d like to talk about your upgrade sooner rather than later.”

This comes down to well-planned, long-range forecasting.

“If it were my current customers, I’d know all of them by first name and when their lease is going to end. When it comes to equipment upgrades, we should know what they are going to do over the next 12 months, so we can go ahead and pre-order that equipment if necessary,” Holzhauer said.

4. “The sooner you sign, the quicker we can get your order placed.”

It’s about creating that sense of urgency and getting equipment on order ASAP.

“These customers know that there is an issue with the supply chain. So we have an avenue to create urgency, saying ‘the sooner you sign the quicker we can get your order placed,” Holzhauer said.

5. “We want you to start experiencing the Datamax Difference NOW.”

Here is the Datamax Difference Maker.

If you’re a First Time Account (FTA), and you need new equipment now, we will put in a loaner or short-term rental and only charge for the copies you make. You’ll be running at full speed until your new equipment arrives.

“What you’re saying by doing this is, ‘we want you to experience the Datamax Way right away,” Mills said. “During the time that you’re waiting on the equipment you’ve ordered, we will keep you running and you’ll begin to experience our top-level service right now. That’s what being a Difference Maker is.”

If this is indeed the new normal, then keeping everyone informed remains more important than ever before.