Being human and genuinely empathetic is very important in today's economy. Careers have been disrupted by all sorts of supply chain interruptions, cashflow shortages, unemployment and the like. But that’s not all. Virtually everyone is adapting to some change or another. This reality should be top-of-mind in ALL of your communication: hosting a conference call, writing an email or text, or even just leaving a voicemail.
Since March 2020, most professionals have found themselves in a completely different place. They may be working from home for the first time in their careers, perhaps in a basement or makeshift office with a spare computer and no IT support. They may be in a household where one or more family members have lost their jobs. Their kids may be home as well, attending school online and/or binge-watching Netflix, compromising the whole house’s internet bandwidth in the process. In so many situations, there are some unexpected and challenging things going on.
So, when you contact virtually anyone these days, it’s essential that you take a genuine interest in their current circumstances and welfare. This is an entirely different level of rapport building, and you can create a connection that has never been forged before, something beyond a sales interaction... something that’s indelibly human. One of the main tenets of our recession selling series is that every business decision is made by a person. Not a role or title. Not a company. You need to treat your prospects with that nuance in mind.
Another thing to keep in mind is that most people don’t actually make decisions. In most cases they make comparisons. They will be comparing you to other vendors who are mute about post-pandemic changes or perhaps less sensitive about it. They will be comparing your marketing tactics with others, many of whom are either tone deaf to the crisis or just trying to push sales. When they are pushed to make a decision, it will be emotional and then justified financially. That’s why trusting you is so paramount to making a connection. Even if you hear “no” initially, that doesn’t mean “never.”
