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The term “New Normal” is one that is being popularly bandied about as we either wind down from the COVID‑19 pandemic or face the prospect of a second wave coming our way this fall. Focusing on that term for a moment, author, speaker, consultant, Terry Brock, observes that a look back at history shows a number of “New Normal” examples — and we’ve survived and thrived with each.

“Look back at everything from the American Revolution, The Civil War and even the move from the horse and buggy to cars. Think about the latter for a moment. If we felt we couldn’t learn how to drive a car, would we have gone back to the horse and buggy? I think not.”

Likewise with the changes brought about in sales, communication and education from the COVID‑19 experience. Emphasizing that he’s hardly a trained psychologist or expert on how everyone should communicate, Brock (www.terrybrock.com), a regular contributor to Agency Sales, makes a point that “independent manufacturers’ reps are wonderful people. On top of that, they’re great communicators and salespeople. But I’d submit that they weren’t always that great. They read some books and went through some intensive training to get better at what they do. And, I’d be willing to bet that the best of them currently are doing all they can to improve their skills.”

But to get to that point where a rep can become comfortable in communicating and selling in the “new normal,” Brock maintains they’re probably going to need some help. The inevitable question is: “Where do you search for and ultimately get that help?”

To begin with, he advises, “Fire up your Internet and conduct a simple Google search. Look for experts who can lead the way. Look for groups on Facebook, for instance, who are dealing with similar challenges. Pose the question ‘How do I do this or that?’ and you’ll be surprised at the results. At the same time, remain a bit skeptical about what some ‘experts’ say they can do for you. Scrutinize individuals who are making comments and gravitate to those who make the most sense.”

“Think about it for a moment,” he continued, “suppose you had to have your appendix out and someone said to you ‘I’ve got a few instruments here, let me give you a hand.’ You’re natural response should be ‘Did you ever think about going to medical school before offering your help?’ So too is it when it comes to receiving assistance in the sales and marketing fields.”

In addition to seeking out and consulting with real experts in sales and marketing, reps should make every effort to familiarize themselves with innovative technological tools that can help them perform their jobs. Among the tools that any rep should become familiar with, according to Brock, are everything from iPhones and Androids, tablets, Zoom, Skype, etc.

When it comes to deciding on the phone you are going to use, Brock strongly recommends a phone that possesses a dictation capability. “Keep in mind that you can speak faster than you can type. If you have a phone with the dictation ability, immediately after a communication with a customer or principal, you should discipline yourself to immediately ‘dump’ any of your great ideas into a logical form and see the text right away. That’s much more effective than taking notes and then a week or two later trying to decipher what you’ve written down.”

In addition to considering phones with that capability, Brock goes on to tout the benefits of video communication. “Never before in our history have we been able to enjoy such a degree of intimacy with video as we can today,” he maintains. “That’s why Skype and Zoom and other video tools are so important when it comes to selling. I work with people all the time and while you’re working in a different environment than ever before, video can be very effective.”

There are a couple of caveats to consider with video, however. “Be very careful with what you’re showing in the background in your video. Remember you’re going to be dealing with individuals that might have different political, religious and other beliefs, so you don’t want to have anything in the video that might be offensive. At the same time, make sure you never show any financial or other confidential materials.”

Finally, Brock cautions about being boring. “If you were boring in person, chances are you’re going to be boring in your video communication. Guard against that.”

Brock, who admits that just as reps are experiencing right now, his travel has been seriously affected by COVID‑19 shutdowns, explains that “I’ve probably got enough airline miles to fly to Neptune and back; I’ve seen every airplane known to man, yet today here I sit in Orlando, Florida, and I’m still able to get things done. Just as reps, I know how to conduct interviews, talk to people, ask questions, and get answers. All of us want to return to the face-to-face contact we’re used to that allows us to enhance our relationships. What remains to do in the future is to embrace the changes that are coming our way. The U.S. Marines are taught to be able to overcome any obstacle, which serves them well in the chaos of combat. This concept is encapsulated in their slogan ‘Improvise, Adapt and Overcome.’ That’s a mindset that allows Marines to deal with any physical, mental or spiritual hardship. Reps should plan and act accordingly.”

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