{"id":7339,"date":"2020-07-15T09:08:03","date_gmt":"2020-07-15T13:08:03","guid":{"rendered":"https:\/\/paragraphinc.ca\/creating-a-positive-customer-experience-copy\/"},"modified":"2021-02-18T12:23:27","modified_gmt":"2021-02-18T17:23:27","slug":"covid-lessons-finding-ways-to-connect-with-customers","status":"publish","type":"post","link":"https:\/\/paragraphinc.ca\/en\/covid-lessons-finding-ways-to-connect-with-customers\/","title":{"rendered":"Covid Lessons: Finding Ways to Connect with Customers"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image source=”featured_image” img_size=”full” css=”.vc_custom_1611955672225{margin-bottom: 28px !important;}”][vc_column_text]As we emerge from the Covid-19 shut-down, it\u2019s clear that the new normal will be very different. How we work together will be physically different. How we connect with people within our companies will be different. And how we connect with customers (and prospects) will be even more different.[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979625339{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

It\u2019s not enough to be in contact with customers.<\/h3>\n

[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979634968{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

You have to find new ways to connect with them, and with new prospects.<\/h3>\n

[\/vc_column_text][vc_column_text]Marketing managers, brand and product managers, and sales managers are coming to understand that selling will require new skills and new tools in order to deal with the difficulties created by the new working environment. Even when the crisis subsides, it will remain difficult to arrange in-person meetings, because so many people seem likely to continue working from home.[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979649478{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

Selling will be different, and will require new skills and new tools.<\/h3>\n

[\/vc_column_text][vc_column_text]All companies with field salesforces are finding face-to-face selling opportunities much more difficult to arrange and much less frequent. Can you imagine the challenges pharma companies face, with their large sales staffs accustomed to visiting doctors\u2019 offices in person? They find themselves shut out as the doctors practice social distancing. How can they create a connection without being directly in front of their audience?<\/p>\n

Traditional direct selling efforts have been built around personal relationships and face-to-face conversations. The relationships will remain crucial, but they\u2019ll need help in adapting to the Post-Covid landscape. That\u2019s making marketing communications even more important.[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979660790{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

All of this is making marketing communications even more important.<\/h3>\n

[\/vc_column_text][vc_column_text]We\u2019ve seen increasing use of e-mail programs, built around carefully-constructed series of messages \u2014 all designed to create a continuing connection with clients and even with new customer prospects.<\/p>\n

Many companies are increasing e-mail impact by encouraging their sales staffs to post fifteen-second personal videos on their e-mails \u2014 using the personal touch to add a sense of connection. No big fuss, just personalizing the contact. (Yes, prospects will be nervous about opening a video file, but regular clients seem to enjoy the friendly contact.)[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979670288{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

Highly-targeted direct mail programs, systematic e-mail programs, and company blogs are proving to be very effective tools.<\/h3>\n

[\/vc_column_text][vc_column_text]Well-crafted direct mail campaigns are proving to be extraordinarily effective in delivering timely sales messages. We\u2019re seeing a lot of highly-focused direct mail \u2014 where people are paying careful attention to selecting targets and personalizing their messages \u2014 so the recipients quickly see that the message is aimed directly at them. Those campaigns are getting the attention of existing customers as well as new prospects \u2014 raising their awareness of existing products and services, and alerting them to new offerings that might otherwise have been promoted by field sales forces.<\/p>\n

And many companies are finding ways to add impact to their marketing promotions \u2014 by targeting a smaller audience with high-value packages that engage the recipients through an enhanced sense of touch and feel. This tactile experience creates a sense of connection that produces a dramatic increase in audience response.<\/p>\n

Many companies are repurposing their blogs \u2014 to serve as more than just newsletters or product promotion sites. They\u2019re using the blogs to show that they\u2019re thinking of their clients, even though they\u2019re physically separated. They show clients they\u2019re still accessible and want to help in dealing with whatever issues may have arisen.<\/p>\n

There\u2019s also been an unexpected benefit from the new difficulties of less face-to-face selling. Companies are paying more careful attention to improving their sales messaging, and clarifying their entire selling process.[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979680666{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

Many companies are paying more attention to improving their sales messaging, and clarifying their entire selling process.<\/h3>\n

[\/vc_column_text][vc_column_text]In most companies, the selling process is completely personal \u2014 with each salesperson taking a unique approach. There\u2019s no consistent messaging, and every salesperson does it their own way. Companies are finding that creating a well-thought-out selling message makes it more powerful and effective \u2014 because it\u2019s clear and focused on the right things. That makes it easier to ensure the messaging is used consistently throughout the sales effort.<\/p>\n

For sure, individual salespeople will adapt it to their own needs and personal styles, but it helps to provide a basic structure of key topics and the ways they\u2019ll speak about them.<\/p>\n

Dealing with the Covid crisis been difficult for everyone. But the companies that are focusing on their sales and marketing efforts are finding some surprising benefits. Maybe it\u2019s a good time for you to take a deep breath and apply some fresh thinking to your company\u2019s sales and marketing approach.<\/p>\n

After all, as Winston Churchill said:[\/vc_column_text][vc_column_text css_animation=”fadeInUp” css=”.vc_custom_1611979691255{padding-right: 20% !important;padding-left: 20% !important;}”]<\/p>\n

“A crisis is a terrible thing to waste.”<\/h3>\n

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Subscribe and stay connected<\/strong><\/h4>\n

Subscribe to the Paragraph Insights<\/em> Blog to ensure you don\u2019t miss a single post. When you subscribe, you\u2019ll also be approved to receive customer-exclusive content \u2014 like special reports and planning guides \u2014 all FREE of charge. Just click SUBSCRIBE and we\u2019ll keep you updated.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/3″][vc_empty_space height=”27″]\n SUBSCRIBE<\/span>\n <\/a>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

As we emerge from the Covid-19 shut-down, it\u2019s clear that the new normal will be very different. How we work together will be physically different. How we connect with people within our companies will be different. And how we connect with customers (and prospects) will be even more different.<\/p>\n","protected":false},"author":10,"featured_media":7341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[367,370],"tags":[355,371,357,358],"class_list":["post-7339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-engaging-clients","category-marketing","tag-covid19-en","tag-customerexperience-en","tag-marketing-en","tag-sales-en"],"yoast_head":"\nCovid Lessons: Finding Ways to Connect with Customers - Paragraph<\/title>\n<meta name=\"description\" content=\"As we emerge from the Covid-19 shut-down, it\u2019s clear that the new normal will be very different. 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