In a crisis or uncertain times, it’s more important than ever to connect with your customers and prospects, but in a meaningful way. But in current times, what it means to be meaningful is drastically different than what it was yesterday. People still need products and services, but if your message or approach doesn’t reflect the reality of tough times, you risk appearing irrelevant – or worse, out of touch and insensitive.
Now, more than ever, it’s important to reach people in different ways to keep your business growing and stay top of mind through the turmoil.
It’s imperative that your customers and prospects know that you’re on top of tough situations and that you have their back. Marketing and selling need to take on a different tone now, one that is about solving problems, not trying to simply move product out the door.
People spend money on what they care about. And they don’t buy products, they buy solutions. Show your customers and prospects how you fit into what they need and what they value right now, and they’ll show you the money. By acknowledging people’s emotions, fears and anxieties and marketing with honesty and empathy, and by just tweaking your customer approach to reflect the times, you‘ll get the business.
Kelly McDonald is a marketing and advertising specialist and considered one of the nation’s top experts in consumer trends, generational differences and leveraging the customer experience.