Helping Over Selling

Right now, with everything going on, there’s huge pressure and concern over revenue, and naturally with this comes concerns over jobs and longevity.

Sales numbers and KPIs are on the minds of many, if not all businesses right now.

It’s important to remember you are not alone. The negative effects of this outbreak have affected us all. But you need to push on, stay resilient and not neglect your sales and marketing efforts, if anything you should be ramping up your efforts.

This may sound silly, especially as many traditional approaches aren’t getting you the results. That’s why you need to change your approach and mindset.

Let selling take a back seat.

Focus on helping over selling.

By focusing on helping instead of selling, you’ll find that you’ll  not only put your customers first but see the benefits for your own business.

It’s important to remember that we are all in this together, we have to look out for one another, and of the best ways to do this is to help, find ways to offer up suggestions, tips, resources and contributions to your network, customers and prospects. Try the following…

Content Marketing Strategy

Invest in one. Content is meant to educate and not sell. Content is not promotional, its meant to add value and be insightful. Use it to share helpful tips, strategies, processes, tools etc. all with the focus to help others learn.  Distribute your content in a range of formats that appeals to your audience, such as emails, blogs, videos, podcasts, white papers, infographics, all of which help your audience be better at their jobs during these tough times.

A content marketing strategy is one of the most cost effective ways to both market your businesses whilst also helping your audience.

Don’t be afraid to adjust

It’s important to consider what your audience, clients and prospects need right now. I would advise you adjust where needed and consider swapping in other services for ones they no longer/currently need to support them.  Having this flexibility and offering will really show your clients that you are human, you are willing to be flexible to help them, you are not locking them into a plan or service that doesn’t help them right now.


Shouldn’t come as too much of a shock as we’ve seen an increase in webinars and rightfully so.  They are a great way to stay top of the mind, have that live, real time interaction whilst educating your audience. Shift your focus from topics about your product and consider webinars that are more related to helping your audience thrive during this time of crisis. Anything you think your audience could use right now is worthwhile considering. Don’t be afraid to speak to others within the business from key stakeholders to the teams out in the field, anyone who is at the frontlines of what your audience is currently going through can be a great resource for inspiration.

Be Understanding 

It’s vital that you understand and anticipate your customer’s needs. If you have a good understanding of what their issues and pain points are, as well as everything your product and expertise can provide, then you will know what will help them the most. Be genuine and suggest other things that will make their life easier in the future.

Be Honest

Honesty is always important, but in times like these, it’s even more important. Make sure you are as honest, clear and transparent as you can be about your offerings and products, what you think your prospects need, and how you think they can meet their goals. Having this mindset will make them leave every sales conversation or touchpoint with a better understanding of your company. It’s a fantastic way to build trust.

Be Available 

This is a very tough and scary time for us all, so by making sure you are available for your clients and prospects will help you better understand them and service them in the future. Even if the conversations are more about reassurance, easing fears, they all help build a relationship, element of trust, all of which will be remembered.

Your mindset should be focused on humanity and empathy. Everything isn’t always about business. When we put a helpful mentality first, we all see the leaders that are looking out for all of us. Be one of the leaders and look out for your customers and prospects, too. 

I’d love to hear what you and your business are doing right now.

Sud Kumar

Marketing Director

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