Contacting prospects during "difficult times"

Obviously better to start defining what we mean by difficult times, some sales people may regard Friday afternoons as difficult times. No... what we mean here are sensitive times for a company, industry, market - or at the time of writing "the Globe" as we find ourselves in a global coronavirus pandemic.

Some difficult times are best negotiated with a cheerful "business as usual" approach rightfully believing pushing ahead with business and the immediate solving of business issues is in the best interests of all. I normally embrace that point of view because the world does indeed keep on turning and its is salespeople that generate momentum to make things happen.

Others such as the current crisis, natural disasters and financial market crashes perhaps have to be handled differently - as more seriously, people's health and lives are at stake.

In this situation it is not a case of using different tactics or strategy...it is simply a matter of showing a genuine caring and human side - and that is often achieved with an offer of help.

The objective here, as it should be with all prospects and clients, is to help and offer value. Normally it would be in the provision of your services but in this case it would be with whatever you are able to offer that meets their needs. The central message of your communication, whether by phone or email is that you simply intend to connect, to help and to offer value where you can....not to sell.

Now there may well be those that are interested to continue with discussions of your services - recognising that solving their business problem is still important or that it will be important when everything gets back to normal and they want to prepare or ramp up now. And that is fine, discussions can continue on ow best your solutions can help them now, or when they are ready.

Others though will not be open to being sold to or marketed to, because they are busy "fire fighting" issues or there is a hold on any kind of purchasing activity.

You need to approach each of these cases differently, first though you have to tactfully identify which situation they are in. My approach in calls or emails is to is to recognise that prospects fall into two camps and give them the option of how they want to be followed up.

I hope all is well and you are staying safe.

I understand your plans may currently be on hold - many of our other clients plans are on hold too. (According to Marketing Week 55% of marketing budgets in the UK and US are on hold - so you are not alone). If this is the case all we want to do for now is stay connected with you, share some information that we think will be of value at this time and talk again some time in the future.

Alternatively some of our clients are switching budgets to other activities, (We have clients starting new campaigns this week) or taking the time now to look at new ideas, or plan now so they are in a position to activate campaigns immediately the situation improves.

Do let us know what your situation is and how best we might be able to help you right now?

By showing you understand their situation, that others are in the same situation, but also that alternatively, there are other companies out there that are moving ahead with plans you position yourself for either situation. And the emphasis should be on help, whether that is simply information or actual products and services.

If in doubt the default option should be not to sell, but to provide information / intelligence that can help them - build your brand as someone that really wants to help - the opportunity to sell can come later. And at a later stage you may well have a much stronger relationship.