Believe it, this is going to be the "Go to objection' for the next several months.
And I have searched Youtube for a video that has a sales trainer give a great answer to this objection. I haven't found it. ....so here you are.
First, never wait to get this objection at te end of a presentation. If you do, you lose the sale.
Never hope that they won't mention the pandemic...because they will. It's the number one thought on everyone's mind, so you have to deal with it.
Here is the solution. Ask how the pandemic is affecting their business, at the very beginning of the sales call, or even in the prospecting call. You want to know their thoughts on it, and you want their fears exposed. No matter how they think about it, no matter their level of dread, their anger at any political party, they hopefulness of the future...and how long they think this will last...you need to know as soon as possible.
In fact, I would want to get this out of the way before I even agree to see them.
Why? Because i need to know their perspective...because it's how we are going to frame our approach...and our offer. For example;
They say "Our industry is being decimated. I doubt if we will survive". Now you know that you have to approach this as a "Solution that guarantees your survival".
A good question to ask is "Would you say that you are in "survival mode" right now?", (They say Yes. They have to because they just said it) "Would you like to know the best way to guarantee that you'll come out of this at least as profitable ans when the pandemic hit?" And they will ask "How do you do that?' and the answer is "I make sure the existing business goes to you, instead of a competitor. Would you like to know more?" And now you present your offer as the solution to that viewpoint.
If they say "We don't know how long this will last. It may never get back to normal".
Ask "What would be the longest that the worst part of this could last?" and then "Do you think everything will perfectly go back to the way it was a few months ago?" You want them to say "Well, not exactly. But at least so we can keep doing business".
And you can say "We may be able to help you with that. The best way to stay profitable during this crisis is to take advantage of the business that still exists. Make sure they come to you, and not a competitor. Does that make sense?"
But Claude, what if they are saying it's all a hoax?
If they are on the other side of this argument and say something like "It's all blown out of proportion by the media. It's just the flu!".
Never argue. Never disagree. (No matter what their view is) Use any rationale they have to guide them to your offer as the solution.
You can say "The problem is that most of your customers are believing the hype, am I right?" (Yes..those sheeple!)
"So we have to concentrate on the people that are still buying. We need to make sure they are funneled to your business and not your competitor's. Does that make sense?"
See how we are using any response they give us as a reason to learn more about our offer?
And why won't they bring up the Coronavirus as a reason not to buy at the end?
Because you have positioned your offer as the solution made specifically to help them survive this pandemic.
The pandemic is the reason to buy now, not the reason to wait.
Of course, you have to adapt this to your offer, to your personality. But remember, they don't have to agree with our view of this virus to buy. We adapt to them. They don't adapt to us.
I hope that helps someone.