Unsolicited sales communication is on the nose like never before.
Even traditional business development is currently parked.
So what should we do in relation to targeting customers and prospects during the epidemic
I believe we need to pivot from sales and business development activity to an external communications model.
There are three choices to make regarding your sales and marketing within the current climate.
1. Continue with traditional sales & marketing activities.
2. Do nothing.
3. Pivot to a Communications Model
Let’s look at these three options in turn.
Continuing with traditional sales and marketing activities will simply annoy your customers and prospects. It won’t be well received. In extreme cases, it may even stain your reputation and jeopardise future relationships.
Doing nothing is a passive position that will only add to the loss of momentum through this epidemic. Relationships will become more distant and be difficult to revive during the recovery.
The best and only option in my opinion is to pivot from sales and marketing to communications.
Workshop and document an External Communications Model with your team that can be scheduled and executed on a rolling calendar basis.
A good communications model should include rich information that is ‘on-topic’ with your audience and broadcast through several mediums.
Phone calls systematically made by key relationship managers that are authentic in asking people how they are coping, what they are struggling with and offering any help will be acknowledged and remembered.
Emails offering to render assistance or share resources without expectation deepen relationships.
Think about the resources and knowledge-bank that can be created by your team that would help your customers, target market and network. These range from white-papers, videos, blogs, guides and other resources.
Think ‘helping not selling’.
Revisit your social media posts and share your best knowledge, tips, hacks and insights.
Be generous.
Give without expectation.
These times have brought out the best and worst behaviour in people.
People will remember both.
And people will long remember those that stood for something in these times and showed interest in them at a human level.
Be visible.
Have a voice.
Show empathy.
Offer support.
Be memorable.
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Email me at darren@darrenkbourke.com to schedule a meeting (at no cost or obligation) to discuss how I can help you re-platform from crisis this year.