By Steve Lapa
Lapcom Communications Corp
Given the current unpredictable business environment, your challenge is to be at your best. Stay smart about what and how you’re selling.
As local business categories slowly come back to life, dealing with restrictive guidelines never before anticipated, marketing dollars may take a more cautious path to recovery. Some of your advertisers are dealing with the logistics of government-funded loans to bridge the gap, and the new challenges that will arise. Will hours and operations ever be the same as before the coronavirus pandemic? Some businesses will be overwhelmed powering through phone messages for appointment — think hair salon, personal grooming. And other businesses may never re-open.
Put yourself in the shoes of the business owner, operator, supervisor, and decision-maker. Will employee training, sanitization procedures, masks, gloves, and methodically pre-scheduled appointments all become part of reopening business environment?
Role reversal is not an easy task when your revenues are not where you want them, and your sales life has morphed into online, on demand, virtual reality. You too will go through some changes as companies everywhere determine what efficiencies learned from “shelter at home” evolve into business as new normal. This may frustrate you but adjustments should not become the excuse for clogging the sales process. And make no mistake about it, selling is a process that starts with you and ends with you. Attitude is your department, and attitude is selective.
So what to do to start the process of marketing during this “recovery” phase?
- Prepare smarter for every contact. There is no “one size fits all” any more.
- Focus on what matters most to your client. Immediate goals and intermediate goals will be different. Just because they are re-opening, doesn’t mean it’s back to normal.
- Be flexible. Restrictions are never easy for any business owner/entrepreneur to digest.
- New categories will open. This is your lifeline to growth as you reconnect with your base.
- Silo selling can sink you. Carefully process the competitive marketing landscape. Your client has lots of options that will be attractively priced.
- What is important to your client’s messaging? Be ready to work with resources to help answer those questions.
- What will make you different this time around?
Through every challenge and adversity the best-in-class always find a path.
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com