We find ourselves in an economic crisis, not just a health crisis. Businesses are not just going on hiatus, and events aren’t just canceling. Although this is temporary, people are losing their jobs right now, with no immediate way to replace them. Businesses are closing their doors for good. That restaurant you loved, that just opened? It probably won’t make it.
Given this harsh reality, I recently posted a question on LinkedIn about whether it is necessary, insensitive or outright unethical, to be in selling mode. I asked how respondents were dealing with running their businesses. The responses were enlightening – ranging from fear while fighting for their own livelihoods, to those who have help to offer others in times of struggle. I also see businesses waiting the storm out. They are intentionally refraining from adding to their customers’ burden in a world turned upside down. Who is right?
The answer is: they all are right.
Selling is just a subset of marketing – which, by Peter Drucker’s definition, is the totality of the business. Marketing is the voice and image of your brand in every interaction. What a brand truly stands for becomes unavoidable when it is tested in the fires of crisis. Some brands will practice denial, while others go silent, or amplify their sales efforts, or extend the hand of altruism. It all depends on the business model, and how prepared the business was financially to handle a crisis of this magnitude.
So, here are the “right” approaches to selling during crisis, and how to know which one is right for your brand:
Amplify Selling
Certain businesses have perfect solutions for a particular crisis. In the midst of COVID-19, delivery businesses, like InstaCart, are in high demand and cannot staff fast enough. This is also the case for virtual meeting platforms like Zoom, whose stock went vertical recently while the rest of the market was still floundering. These businesses are well served to amplify their sales efforts, to reach as many new customers as possible. They have a desirable product at a time of great need.
Stay the Course: Continue Pre-Crisis Sales
As one of my LinkedIn respondents who sold radio advertising said, “People will still need radio advertising. They are free to say ‘no’.” In principle, he is absolutely correct. Many businesses fall into this category. Insurance providers, tech providers, major appliance repairs, and logistics companies all fit well into this category. In the hospitality and entertainment industry, sellers and buyers are feverishly working on setting up deals for when the crisis is over. They are intent to miss as few beats as possible as soon as possible.
There is a caveat to this approach, however. It is vital to acknowledge what you are doing, why you are doing it, and to be sensitive to what the buyer may be going through. Sales pitches, calls, materials and presentations must be shifted to be both empathetic and relevant. Nothing is a bigger turn-off to potential customers than an insincere or clueless approach.
Be Silent During the Crisis
If you have nothing to contribute of value, certainly don’t. However, most businesses have insights and offerings that can be of use during this period. A team building company, Engaging Play, is teaching how to incorporate play into online meetings, for instance.
Those who can, and should, remain silent are the ones who are ignoring the obvious disruption. The cruise line emailing out deals right now just looks foolish or outright negligent (and yes, they did that.)
This does not apply to the inventive approaches of restaurants and hair salons offering up pre-purchase gift cards, takeout and delivery. It does not apply to the performance artists maintaining their presence and following with free online concerts, or hotels suggesting instead of canceling, reschedule your stay. These businesses are communicating creative and innovative ways to stay in the game.
Give Now, to Get Later
A large number of companies (and individuals) are playing a much longer game right now. The number of free classes, courses, sessions and offerings has exploded. The hosts understand a vital principle of good business: give first, to grow trust and belief in your brand. These free offerings generate an entirely new group of fans and buyers, stuck at home, and open to personal or professional development.
Is there something to buy later? Sure! Is anyone required to buy it? Of course not! But wouldn’t we rather buy a thing of value from someone we trust? Always.
Be Proactive – Always
If there is any lesson in this, it is that sales is about relationships, and relationships cannot be created or nurtured on autopilot. We are learning what our businesses do well – and where we have been blind. Innovation and creativity in our approach has never been greater. This is the time to look searchingly and fearlessly at all your products, services and offerings, and decide how you can be of service – right now, or in the immediate future. In marketing and in sales, the question will always be: How are you serving?
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