Marine Fabricator July/August 2020 - 40

ShopTalk Business

CRISIS MESSAGING
The right kind of marketing during a crisis can create sales opportunities.
Experts suggest three types of messages:
Positive-Communicate how you are helping the larger community.
Valuable-Develop content that educates, entertains or inspires people.
Empathetic-Make a real connection by showing your human side.

"Just as your
vendors have a
vested interest
in your survival,
so do your
customers. They
don't want you
to fail."

Let your clients or customers know
you are in this to help them. Remember
that just as your vendors have a vested
interest in your survival, so do your
customers. They don't want you to fail.
They want you to remain in business
beyond COVID-19 to be able to take
care of their warranties and guarantees,
to be their vendor, to have access to
your goods and services long after this
crisis has passed.
Your customers are watching and
the more they see you out there with
a positive and reassuring message, the
more reassured they will feel.
Fundamental #3
Adapt your sales process
If your sales process has traditionally
been high on in-person interaction,
you have to embrace a new reality.
Virtual consultations and remote
selling are here because people are
afraid of or are prohibited from
in-person interactions. But these
ways of doing business are not a
passing fad.
As younger Millennials and members
of Gen Z start to age into your core
demographic, their buying and sales
process expectations will be heavily
virtual and contactless. Catch the wave
now so you can turn the flow of sales on

40 Marine Fabricator | July/Aug 2020

in your own business immediately and
so you can master this new modality
far ahead of the curve.
Fundamental #4
Go for the long money
play in your business
This is a perfect moment to increase
your sphere of influence, grow your
business-to-business network and
expand your list of referral partners.
Business owners everywhere are facing
the same realities you are facing. Create
your list of the top 10 companies in
your market that you would love to do
business with and build those relationships. Relationships forged in times of
crisis are welded with stronger steel,
and owners are more likely to respond
to a new connection, if made in the
right way, in this phase while they,
too, are adjusting to a new normal.
Fundamental #5
Address safety concerns
While not everyone is terrified of
the coronavirus, those who are need
reassurance. Communicate more
than you think you should about the
ways you are adhering to all possible
safety protocols. Customers don't
know what actions you are taking to
protect them unless you tell 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
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Marine Fabricator July/August 2020 - Cover3
Marine Fabricator July/August 2020 - Cover4
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https://www.nxtbook.com/ifai/marinefabricator/marine-fabricator-may-june-2022
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