The impact of Covid on your business

Not all businesses have been impacted the same during the pandemic, whilst some have suffered to the point of closure others are flourishing.

If the past six months has taught us anything it’s how quickly the consumer environment can change; the businesses that have responded fastest and adapted to the changes in demand will be the ones that survive.

It has become clear, that after what some thought would only be a short term adjustment, returning to ‘business as usual’ isn't going to happen anytime soon.

As businesses get used to the reality of the new normal it is time for a fresh approach to their sales and marketing strategy.

Here are some questions you may want to consider:

1. How has my ideal customer profile changed?

This is an opportunity to re-think not only what you are selling but to whom and how you are selling it. Re-evaluate you customer avatar, clearly identify your ideal client – detailing the specific reasons they will choose you over your competitors – and get really clear about the issues that will drive customer decisions. What are their needs, their concerns and how can you help?

3. How can I use my online presence to boost sales?

The shift to online was happening long before the pandemic but at a much slower rate; the pressure is now on for all businesses to improve their online offering. This isn’t just for online retailers either and nor does having an online presence necessarily mean investing thousands in a new website. Smaller businesses can leverage existing online platforms and marketplaces to sell their products.

4. What if I don’t have a product people will buy online?

People don’t buy your “stuff”. They buy the solution that you provide them with and their relationship with you is built on familiarity, likeability and trust. Your online presence should be far more than a sales pitch. The real opportunity is to think about how to use digital platforms to improve, not just sustain the sales experience, by creating value and differentiation with both prospects and customers to make the whole experience more compelling and identify new opportunities. Now is the time to design a sales experience that will help customers gain an insight into the challenges and opportunities created by the pandemic.

5. How can I improve my customers’ experience?

Customer experience starts with the internal customer. Ask yourself:

• Are your departments communicating well?

• Are they aware of and do they respect each other’s challenges?

• Do individuals have clear role clarity?

• Is there a culture of the customer at the heart of all decisions made?

I see so many organisations with conflict between departments, lack of clear process and systems and ultimately no one taking responsibility for the customer journey. The switch to remote working and virtual interactions provides opportunities to create a whole new customer experience. Facing the disruptions caused by Covid-19 will continue to be a challenge, but can provide opportunities for those businesses able to think differently and create a better sales experience. 

Review all the touch points your customers have with you – do you create wow moments?

Give yourself time to take a step out of the weeds, what do you need to change? Remember the old saying... "If nothing changes, nothing changes!"

Joanne Hallam