While some suppliers report they are swamped right now with end-customers asking them to clean, disinfect and sanitize facilities, others have seen contracts suspended or even cancelled and work may have slowed dramatically.
Now is not the time to withdraw from the marketplace and wait for the storm to blow over. There are positive steps that can be taken today. They just need to be planned and executed carefully, always keeping in mind the current state of the market.
Here are six steps supplier should consider taking now:
1.Keep the marketing going
Some suppliers have stopped marketing and stopped reaching out to maintain relationships during the COVID-19 outbreak. They went dark. FMs may forget about them and not contact them when business resumes. Keep the marketing going.
2. Shift marketing tactics
Some suppliers are using mass email campaigns addressing the crisis and touting how their products can tackle the challenges it has created. Consider using other tactics as well, such as a short video. Videos can show you care on a personal level and show a company cares and wants to help during this difficult time.
3. Stay in touch
While suppliers should not bury clients or potential clients with marketing messages, it is important to stay in touch. Share important information your client may need to know about regarding COVID-19, that may or may not be related to your own business. Show you care about more than the sale.
4. Cut through the chatter
There is a lot of news and marketing noise out there today about the virus and FMs may have started to tune out. While it is essential to stay in touch, ensure your message has a purpose and is timely. Occasional means occasional: updates every few weeks should be fine. Just not daily or multiple times per week.
5. Get personal
Only target a handful of clients each day. Contact them by phone or email, to ask how they are doing. One-to-one communications can be very powerful in times like this. Learn to listen and learn about what they are experiencing. Then – offer solutions.
6. Handle anticipated cancellations
Due to store closures some FMs may be forced to stop purchasing new products or services. Sometimes, offering them a discount toward a future product or service can help keep operations going.
The key is to maintain contact, assure your customers you are here should they need you and provide helpful information and advice if appropriate. Together, we will get through this.
