Episode C.016 Specials for Special Relationships

Author's Notes
We are introducing a new format to our Show Notes and Broadcasts. We received feedback our podcasts are too long (average 26 minutes). The shows have been restructured into 13 minute segments - each with a specific objective. Segment 1: What the show will cover and why it is important. Segment 2: What do you need to know to take action. Segment 3: How do you apply it and the tools available, and Segment 4: Tips and Insights from our experience. Thanx for the Feedback and keep it coming.

What are Today's Topics & Why is it Important?​
​Let's start with the selling mindset. Right now all of us are feeling hesitant about selling because of all of the underlying fears. Some of those fears are based on reality and others unfounded. However since selling is an emotional issue there is no effective method in short term to change the customers perception. The smart move is start where they are and use the sale process to make working with you safe.

Here two common mistakes been made today:

• Being overly anxious about how you’re perceived;
• Assuming your prospects aren’t going to purchase.

Knowledge to Take Action
The solution: Communicate honestly with your customers, but don’t adjust your behavior until you receive feedback from them. The solution: Find ways that you, your company, or your product can help them through this time.

A good place to start is creating Special Deals for Special People: long-term accounts. people involved in the pandemic response, people and businesses suffering from the shutdown. Use these Specials to reduce perceived risks.

Changes in Buying Decisions:

• Overriding concern with health: brands should heed this change and make it a priority to support healthy lifestyles for consumers, shoppers and employees. Having a “health strategy” will be a strategic differentiator for the foreseeable future.
• Conscious consumption; Consumers are more mindful of what they’re buying. They are striving to limit food waste, shop more cost consciously and buy more sustainable options. Brands will need to make this a key part of their offer (e.g. by exploring new business models).
• Growing power of local: The desire to shop local is reflected in both the products consumer buy (e.g. locally sourced, artisanal) and the way they shop (e.g. supporting community stores). Brands will need to explore ways to connect locally – be it through highlighting local provenance, customizing for local needs or engaging in locally relevant ways.

What You Need to Do
The following list can be viewed in 2 ways. First if any of the items or people listed are in your target markets - great, you can do this directly. If these are outside of your customer base, than can you add to your offer any of the items and perhaps forge a long-term partnership?

What Can You Offer:

1. Health & Wellness
2. Free Workouts
3. Ordering Food & Groceries
4. Cooking at Home
5. Home and Home Office essentials
6. Home Entertainment
7. Tech & Electronics
8. Personal Finance
9. Fun

To Whom Can You Make the Offer

1. Parents
2. Healthcare Professionals
3. First Responders
4. Blood Banks
5. Food Banks

You are only limited by creativity. The key is bundling these options with your current offer and make sure these choices are known. Get credit for your good work.

Next Show: ​Bringing Customers Back Home