Question of the moment: How much selling is too much selling when businesses are facing a collective challenge beyond their control?
Answer: It’s easier to cross the line than you may think. Yes, businesses still able to operate can and should highlight their ability to serve customers. But beating people over the head with a “buybuybuy” message and repetitive sales pitches can strike the wrong chord with people.
We don’t know who is struggling every time we make a connection or do sales outreach. Not everyone is going to share openly that they are seeing their business drop or risking closure. Assume everyone is struggling, because even if there are still companies thriving, everyone probably IS seeing a hit of some kind in most verticals.
Go in to each outreach moment assuming the worst and hoping for the best. LISTEN. Pay attention to the subtle cues and tones conveyed when you ask a customer how they’re doing. Tailor each response with care and compassion. Humans first. Sales later. Relationships are the most important part of doing great business, and showing people you are about them first will pay off in the long run. Stay classy, stay kind. Hammering at people with sales pitches can come across as insensitive. The line is thin, yes, and hard to define. It varies by the day; by the moment. Listening carefully will help you guide your communication and forge stronger relationships that pay off. Keep up your long game. Short game approaches will falter eventually. Look to the horizon and consider the long term impact of every word you say.