Marine Fabricator July/August 2020 - 38

ShopTalk Business

Sales and marketing tips
during COVID-19
By Madeleine MacRae

D

etermining the best way to
sell and, even more so, how to
effectively and appropriately
market your products and services at
a time of such widespread uncertainty
and deep market disruption can be a
daunting task.
As a leader during this unprecedented
time, you have a lot on your plate.You
have to blend just the right amount
of empathy and optimism.You have
to be innovative without losing hold
of the fundamentals that made you
successful before all of this.You have
to navigate the ever-changing landscape of operational expectations while
adjusting each day to evolving safety
and sanitization protocols.You have
to be bold and fearless even when you
might be feeling anything but that!
Breaking things down into manageable steps is one of the fastest and easiest
ways to avoid feeling overwhelmed
and overloaded in the face of new and
demanding realities.
Sales and marketing during
COVID-19 is no exception to this rule,
so to support your journey to surviving
through and thriving beyond this
pandemic, here are five fundamentals of
COVID-19 sales and marketing success.
Fundamental #1
Obsess about your ideal clients
Your ideal clients need to be the
unwavering focus of all of your sales
and marketing strategies.
38 Marine Fabricator | July/Aug 2020

Every message you craft, every
ad you run, every new process you
implement needs to be rooted in a
profound understanding of where
your ideal clients are in this journey
and where they are going. The more
specific you are about your ideal
clients today, the more authentically
your marketing will resonate with
them. Do not shy away from being
ultra-targeted. You are not trying to
serve all people with all things. You
have core clients whom you are best
suited to serve. Cater to those clients,
particularly in your messaging and
communication strategies.
If you have made a major pivot
in your business into fabricating
personal protective equipment, settle
on new ideal clients in that arena.
Don't skip the work of building out
the avatar for them. It's unlikely
you will be able to serve both your
core/original and your new ideal
clients with the same processes, so
backwards engineer your strategy
to best attract and serve those ideal
clients without alienating and risking
the loss of your original ideal clients.
Be mindful of the impact on your
sales team members. They were hired
and trained to work with a specific
demographic in a very specific way, so
don't just command the change and
expect them all to be able to figure
it out on their own. Invest the time
needed into creating the rails for them



Marine Fabricator July/August 2020

Table of Contents for the Digital Edition of Marine Fabricator July/August 2020

Marine Fabricator July/August 2020 - Cover1
Marine Fabricator July/August 2020 - Cover2
Marine Fabricator July/August 2020 - 1
Marine Fabricator July/August 2020 - 2
Marine Fabricator July/August 2020 - 3
Marine Fabricator July/August 2020 - 4
Marine Fabricator July/August 2020 - 5
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Marine Fabricator July/August 2020 - Cover3
Marine Fabricator July/August 2020 - Cover4
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