How to Sell Sensitively in Times of Crisis

I’m seeing lots of small business owners and entrepreneurs struggle to talk about their products or services at the moment. I’m also seeing lots of others ploughing on regardless like it’s Black Friday. Neither of these scenarios sit well with me.

I think it’s ok to continue to market yourself and sell your products, but it’s not ok to do that as if nothing has happened. People are fearful for themselves, their loved ones and how this will affect us all in the long term. We all need to be mindful of that and ensure we are hearing these concerns and acting appropriately.

However, people are also genuinely concerned about the economy and small businesses like ours and how we will come through this, which is really wonderful. I don’t know about you but I have been so uplifted by the messages of support towards independent businesses and towards some really big businesses who are also getting it right (go and google Timpson for a business that embodies an incredible set of values).

When is it ok to sell?

There is certainly nothing wrong with trying to maintain sales for your business, in fact it is practically your civic duty to help keep the economy afloat. But to continue to fiddle whilst all around Rome burns is a bit tone deaf. So, I think the answer is that it is always ok to sell, but how you do it needs a bit of adjustment during a crisis like this.

Getting the tone right

Getting the tone and balance of your communications right is a bit of a tight-rope and may take you a few attempts to find your style. But that’s ok, we are all learning as we go. Have I got this right yet? I honestly don’t know. I’m still trying too.

Acknowledging your own feelings about the situation with your audience is also ok, but I’d recommend steering clear of using apocalyptic language, because it can promote fear and turn people away.

Focus instead on your genuine desire to help, to offer solutions and to be flexible. Many businesses have pivoted their offering to provide online services or delivery services, which in itself is something that has become almost essential. Perhaps you will need to adjust your offer to be less expensive (a smaller service) as many people are faced with a reduced income? Maybe you will offer a ‘buy one, give one’ type of product?

Where possible adjust, adapt, pivot and keep going, which does mean selling, sensitively.

However, if you are in a scenario where it is not possible to continue to trade, then communication with your audience is even more important. You need to stay visible and present so that when this passes, your business still has an audience to market to.

It’s good to talk

Whatever you do, you will not survive, let alone thrive, if you do not continue to talk with your audience – particularly with your past and existing customers. 

The primary method to keep in touch with your customers is through your regular newsletter. If you don’t send one then NOW is the time to get started. You are allowed to add any customer who has purchased from you to your mailing list (as long as they can unsubscribe), so even if you didn’t think you had a mailing list, you actually do.

Use a nice and simple email marketing provider such as  Mailchimp to create a newsletter. It’s free for the starter package and I have lots of articles about getting started with email marketing here >>

Let your audience know what your situation is at the moment: Business as usual with extra precautions? Temporarily closed until this passes? Pivoted to online sales? Offering extra services to people that need you? Special offers to try to maintain some income? Gift voucher sales to pre-sell? Or just hunkering down and hanging on?

If customers have an ‘outstanding product’ from you such as a workshop they cannot yet take, then by staying in contact you are reassuring them that you are still in business, planning to reopen and that their investment is safe. This will help to reduce requests for refunds.

If you have a team, let your audience know if you are taking care of them and how, so that they will understand what kind of a business you are. People really respect companies that are standing by their staff at the moment and it encourages customers to empathise with your need to keep selling your product or service too.

Stay social

Staying present on social media is also really important. Don’t worry about vanity metrics (likes, shares and comments), just focus on being genuine and genuinely helpful. Customers will look at your social media channels such as Facebook to see the current status and level of service is being offered. Use some of the content from your newsletters and turn them into posts to help explain your situation and how you can still help.

Many small businesses are busier than ever, but working under extreme pressure. Others have had to temporarily close their doors and hope they will make it through. I don’t think anyone is coasting through this situation. We really are all in it together. 

There is no one-size-fits-all answer to the issue of selling in a crisis, but I think if you listen to your audience, and genuinely want to help, then you will find the right path for you.