It is not a secret that companies in many sectors are being affected by the coronavirus pandemic. Likewise, today it is a concern of Marketing and Sales leaders the impacts of the current situation and how to minimize the impacts that quarantine (mandatory or voluntary) can leave on their results.
Thinking about this situation, we gather in this post some tips to minimize the impacts of both areas.
Before this, we want to reinforce that there is no exact formula for the moment we spend. Our primary intention is to help people and businesses, while we all take steps to lessen the impact of the pandemic.
How to avoid cancellations
One of the main doubts that surround all of us is how to avoid the cancellation of contracts.
As this is a moment of uncertainty, it is possible that many people are in doubt about the future of their company and are thinking of cutting services or products that they do not consider vital at the moment. For this reason, for those who have a B2B model, it is important to assess what is possible to flex, whether in contract rules, payments or other variables. This is clear, taking into account what your business can offer and balancing sacrifices.
An alternative is to reinforce Customer Marketing actions, that is, think of your customers as a community and attack their main pains, with useful content for this period. In this way, it is possible to focus on education and on reducing your own insecurities and uncertainties.
Another idea, in case your business has how to absorb financially, is to negotiate payment terms or installment payments during the quarantine. This will show confidence and strengthen your relationship with your customers.
The most important thing, in any case, is to show your clients that you are available to help them and make it clear in your communication that you want to be an ally.
Content on the coronavirus or on my market?
Coronavirus is currently the most sought and discussed topic worldwide. Many companies address these issues in their blogs and it is doubtful of many others if it is valid to change the editorial line of their content to talk about the pandemic or if they should keep their focus on the content of their business.
This is a point of debate, as there is a fine line between helping or being opportunistic.
If your intention is to write content related to the coronavirus, our advice is: help the people of whom you have knowledge and authority to speak. Health information is the sole responsibility of the press and official organizations.
Good content marketing is also the one that brings something unique, which is even more important right now. Some examples are financial health advice for businesses during the crisis, offering free yoga classes on Instagram, giving healthy food guidelines for restaurants that should be closed, in short, something that is related to your product and service and can be useful in quarantine.
Should I pause my sales campaigns?
Although the subject seems controversial, it is not something that is exclusive to the reality of the coronavirus. However, making a parallel this may be the time to generate a demand that, although initially stagnant, by the end of the crisis it will be possible to convert it into sales.
During this period, brands are more viewed than ever, compared to how they position themselves in the face of the crisis. That’s why empathy is more important than ever: people will remember how and what you communicated, as well as how you helped your market.
Another relevant point is to think about the humanization of brands and how this strategy can even positively impact the business: think about what offers may be of interest to the market and can help maintain your business, such as creating coupons for a value to rescue for a higher cash value when you reopen your business after quarantine.
We suggest rethinking the current prices of your product or service, what are the possible offers and even your profit margins. Offering something lower in value now may help you strengthen your profits and survive.
You can think about offering your services almost without profit for this period but you will be able to continue working. With daily planning and constant cash analysis, it will be possible to adjust these offers as the crisis unfolds.
Where are the planning and goals?
With the scenario changing almost daily, it’s hard to think about keeping any kind of planning. However, far from believing that we cannot have any plans, it is ideal that there be an evaluation of the overall impact on the business, as well as an understanding of the impacts on the current established goals.
As this is just a period of adaptation, it is possible that both the business and the officials are not working in the usual conditions and, likewise, the market has some conditions that end up affecting the negotiations.
From the point of goals, this may be a stage that, although critical, is useful to rethink the way things have been done since we will be forced to reinvent ourselves from now on.
Either way, it’s important to have short-term planning, evaluate the numbers, and make quick decisions on the most critical points.
How to keep the team motivated
The quarantine period has caused officials to go to work in the home office, which in fact already impacts their routine. Also, it is possible that the crisis itself may cause them to be going through a period of insecurity in relation to their own health and that of their relatives. This is something that companies should not overlook. Our main advice here is: maintain sensitivity and humanization.
Even without direct physical contact, it is important for leaders to stay together with their teams and ask people how they are doing and what their concerns are. It can be from an individual virtual chat or in a more open meeting and not leave it only for leader-led conversations. It is possible to promote the same space for conversation among colleagues to share experiences and offer help, from the workplace to the personal.
As a company, it is also possible to promote recreational spaces such as virtual happy hours, with activities not related to work and that allows them to be distracted in times of quarantine.
Lastly, a good way to keep the team motivated is to maintain some of the office routines to keep a balance in the new remote work routine and business activities.