By Steve Lapa
Lapcom Communications Corp
Sign a waiver before getting a haircut? It’s all good.
How about the double squirt of Purell while signing at the car dealership to get the next service checkup? Does your favorite take-out have the small bins of pens on the counter, one labeled “used” the other labeled “fresh”? Ladies, don’t be surprised if your handbag winds up wrapped in a plastic bag at a medical or dental office or waiting areas. Better yet, be forewarned, you could be limited to a mobile phone and purse.
As states enter the various phases of the economic re-opening, we must learn new protocols. This is all part of the precautionary steps leading to a new normal. The phased-in, one-step-at-a-time process of rebooting the business engine in our communities. Curbside pick-up, no-contact delivery, and limited numbers inside means adjustments all around. Owners, decision-makers, marketers will most likely proceed at what most sellers find the slower pace of one brick at a time. Your local advertiser is monitoring the feedback of customers every step of the way. Is the customer comfortable with the new normal as it plays on the “re-opening?”
This cautious, safety-first environment requires a smarter, more prepared sales approach. While you are focused on one part of the sales equation, your advertiser is focused on making it through to the steps of re-opening.
Some takeaways. Start with the Three-E theory:
- Whatever you do, be Empathetic. Most decision makers are dealing with transitioning to a safe work place, legal issues, workers who may not want to return, and cautious customers. It’s about the newer, safer, social-distance conscious business environment.
- Be Energetic. Captain obvious, here? We tend to forget the human factor is all this. A sincere, genuinely positive approach is important. If you deal with a business owner or tenured decision maker they will be proud when they hang the “Open” shingle. Keep the personal “misery loves company” to a minimum throughout your interaction.
- Make your interaction and strategy Easy. Sounds silly, but this is a complicated time for everyone. Everything you offer needs to be fresh, simple to understand, affordable, and easy to implement.
There are many theories about selling in the next steps of this re-opening economy. Selling is a dynamic process at every level. Your skill set and planning need to incorporate the new normal business environment. Is your strategy changing?
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