2020 has not been a good year for many businesses.
So far this year, businesses have been forced to close, supply chains have been stopped dead in their tracks and staff have had to be furloughed or even worse, made redundant.
Although it feels things are starting to get better, we aren’t out of the woods just yet.
If you are responsible for sales you may be facing a dilemma. You need to prospect to bring in new leads, but you feel uneasy about reaching out to customers.
As conflicted as you may feel… there is one thing you need to know.
You need to grow your business to help it survive.
The number of marketing channels available at the moment have been drastically reduced. We can’t go out and network, we can’t go to trade shows, outdoor advertising isn’t viable as there is a lot less footfall than there was at the start of the year and calling the office to get through to someone is difficult with the majority of people working from home.
With this in mind, email prospecting is the best way to reach out to people at the moment.
If you worried you are ‘preying’ on customers by getting in touch… is the message you are trying to convey the right one?
Review the message you are putting out:
- Are you targeting the right audiences?
- Does your proposition need revising in the current economic climate?
- Is your messaging sympathetic and in line with your current customers’ changing needs?
We’re here to help, not hinder
When you write an email to a prospect, you need to show you can help deliver value to them.
Target your content specifically to your individual customer. What are their pain points? How can their issues be resolved by your product or service? Now is not the time to try a ‘scattergun’ approach to your prospecting.
Remember, if you believe in what your business can do to help, it will show when you reach out to others.
Of course, you may get in touch with people who are angry or frustrated that you contacted them. This is completely normal, people are stressed, and tensions are high.
If this happens, just keep calm. Offer your apologies, sympathise with them and say you will reach out again in three months.
We hope this has answered your questions about whether it is the right time to promote your product or services to customers.
Remember, the worst thing you can do at the moment is to pause your sales efforts.