This is not a time to be pushing your own sales agenda, but this is a time to do a gut-check as to how you are communicating with your clients. It is a time to be creative, sensitive and supportive. We now have the time to pause and have real conversations, ask questions and think about the mindset of our target audiences.
We are bombarded with worrisome news every day; everyone is concerned about their health and loved ones. We’re working from home or going into a place of employment that may put us in harm’s way. Many of us are thinking about how this pandemic is effecting our incomes, our jobs and/or our businesses. So please, start by understanding—not by selling.
We’re All in This Together
What we need is to not feel so isolated; we are looking for community—to join the conversation or to find ways to help. Social media is the place to be present at this very moment … now more than ever. We are a nation online; a global connected community. Lead your business by finding creative ways to serve, give and show compassion.
People want to feel like they are doing good and making a difference—help them with that mission. It’s not a time when people are looking to make self-serving purchases. For example, if you’re a spa owner, instead of asking customers to purchase a massage, perhaps suggest purchasing a discounted gift certificate for a healthcare worker. Instead of asking to purchase your food product, make a donation. Instead of selling to me, give me a reason to like your business, follow your activities, share your news and believe in your company.
Don’t Stop Marketing!
Advising you to stop selling does not mean I’m suggesting you stop marketing your company, services or products; I’m suggesting that you do it in a whole different light.
The idea is to start getting creative! An interior decorating client of ours typically gives their unused fabric to a woman who makes purses. I asked if they could take this material and team-up with her to start making masks for MidState Hospital—this is what I mean by thinking creatively.
Many businesses can’t work at all right now, so what do you have to offer?
For example, a friend of mine owns a tutoring center that is closed until schools reopen. She set-up a table outside of her business where people can drop-off donations for the local food bank—she collected six bags of groceries yesterday to help feed the families in her community!
Another friend who sells promotional products is using her social media channels to promote / support other businesses. In addition to ordering takeout and purchasing gift cards to help support local restaurants, she suggested purchasing their merchandise (shirts, hats, mugs, etc.) to help them through this challenging time.
Offer your expertise, your advice, your participation and your help. Donations, coordinating to gather resources, even crafting a supportive message will help everyone—and when this is over, people will thank you with their loyalty and business. Remember, we’re all in this together.
— Amy
