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Updated: June 1, 2020 Talking Points

Will customers come back?

By John Graham
John Graham

When we narrow down the current COVID-19 economic situation, we’re all in the same boat.

No matter who we are or what we do, getting back to doing business hinges on having customers. Whether we like it or not, there’s no guarantee they will be there. Although it may be disconcerting, here’s why:

• Some customers will decide they don’t need us. Their situation will have changed and they’ve moved on.

• Others will have found new solutions. Competition will be fierce with appealing options popping up everywhere.

• More customers than we dare imagine will have simply disappeared, whether individuals or companies. For one reason or another, they aren’t around anymore.

• Many will be far less accepting and far more demanding than they were in the past.

• Others are so stressed and preoccupied with their situation, they’re unable to make decisions.

This may not be where we would like customers to be, but it’s where they are. So, what are we to do?

Here’s a checklist for reaffirming relationships with existing customers and building new ones with prospects.

Customers perceive us as being authentic. Pointing to growth from Knowledge’s Coronavirus Consumer Pulse findings, Marketing Insider’s Stacy Bereck says that “85% of U.S. consumers feel that the way brands behave during the COVID-19 crisis will affect their desire to do business with those companies in the future.”

We let them know we want to understand their situation. Call it empathy or whatever you like. Consumers want to feel they are doing business with those who are interested in them and not just making a sale.

We introduce ways for customers to stretch their money. Here’s how the Betty Crocker folks are responding to this obvious challenge.

“Impossibly easy dinners for $2.50/serving. Dinner doesn’t have to be spendy to be delicious. These fuss-free recipes are big on flavor and easy on your wallet.”

Right upfront they make it clear why their recipes are a good fit. They use the right keywords: easy, inexpensive and delicious. A winning combination.

We help them avoid making purchasing mistakes. I can hear someone say, “That’s not a salesperson’s job. I’m there to make a sale.”

That was then. Now, it’s the smart salesperson who takes time so customers can arrive at an informed buying decision who will get the business — and be remembered.

We focus on helping customers. Explore options with them. Not good, better and best; not low, medium and high prices, but options you and your customer develop together such as poor fit, good fit, and best fit.

We don’t think we can pick up where we left off. Let’s face it, there’s not much worse than being unwillingly slowed down, sidelined, and told to stay home. We may be charged up and chomping at the bit to get going. Even so, it’s not like coming back from vacation.

We need to give both ourselves and our customers time to adjust to a new and different situation.

And, finally, our customers will stay with us if we let them know we’re depending on them. Some will see this as a sign of weakness and take advantage of us. But if we believe in building relationships, it’s a chance worth taking.

John Graham of GrahamComm is a marketing and sales strategy consultant and business writer.

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