Being human and genuinely empathetic is key in today's economy. Our careers are being disrupted by all sorts of supply chain interruptions, cashflow shortages and unemployment. But that’s not all. Everyone else is also adapting to these changes and effects. That includes your prospects and customers. That 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.
Over the past few months these people 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 two people 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 just about every situation, 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 and indelibly human. One of the main tenets of our new 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 sensitivity in mind.
Another thing to keep in mind is that people don’t simply make decisions. In most cases they make comparisons. They will be comparing you to other vendors who are mute about post-pandemic changes or 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 don’t hear a “yes” right away, that doesn’t mean “never.”
