Pub. 2 2019-2020 Issue 3

15 Time Is Trust We all saw how fast this COVID-19 crisis blew up. When the crud is flying at the fan, there’s no time for the usual meetings and rounds of approvals prior to production and dispatch. Being one of the first out there in the market with a meaningful message also serves to keep you first in minds and hearts — not to mention in future decisions on consumer spending preferences. Whether your market has a multimillion population or a handful of hamlets, it’s still a neighborhood. Neighbors talk (especially with today’s social media channels) and have strong memories. They don’t quickly forget about the caring words, advice and perhaps some financial latitude offered promptly by a foul-weather friend. Time may be money when the sun is shining, but in a crisis: time is trust. Showcase Your ONLINE Products Nobody likes a business that exploits emergency situations. But let’s face it, during times of homebound isolation, you can make a lot of local lives better if more customers (and prospects) had your online sales services at their fingertips. So, don’t be shy about marketing them. In your communications — traditional print and broadcast, or tightly-targeted digital media — frame the appeal by the fact that “You finally have enough time to learn how easy it is to shop online with us ... so let’s do it!” Clinging to paper transactions is often motivated by fear of change. Even the biggest technophobes will see the wisdom of 24/7 access once they get past their underlying apprehensions and give it a shot. To mollify resistance points, stress the fact that it’s easier than many folks initially thought, given your simple step-by-step sign-on pathway — there’s no rush, no “timing out” and no chance of personal embarrassment. To convey the ease of your online inventory review, inquiry process and phone connections to a knowledgeable, empowered sales rep, do a simple video that shows people the step-by-step process. Hopefully, you have such a process and it is streamlined without any of the “gotchas” that red-flag online visitors quickly. Online visitors are TVcentric, to begin with, so don’t ignore video power. It doesn’t have to be a Francis Ford Coppola production. Just a straightforward three or four-step walk-through of your online experience. Scroll a number at the bottom of the screen that they can call (during regular business hours) for friendly human help from your own online advocate. If you don’t have one, get one — even if it’s you. A little hand-holding is an incredibly powerful opportunity to start a conversation and customer relationships. continued on page 16