Many in the professional cleaning industry report they are swamped right now, with end-customers asking them to help them sanitize their facilities. However, at the same time, they realize our country has come to a virtual standstill, and no one knows when some semblance of normality will return.
So, what should jansan and other B2B organizations be doing right now to retain jobs, maintain operations, and, most importantly, hold on to customers?
Keep the marketing momentum going
There is case after case where companies stopped advertising and stopped marketing in a downturn and never resurfaced. They went dark. Consumers forgot about them. (Check out what happened to Post Cereals when they stopped marketing)
Shift marketing tactics
Many marketers are sending out mass emails, addressing the crisis, and ways their products can tackle the challenges it has created. Consider other tactics as well, such as a short video. Videos tend to be more personal, show you care, and want to help during this difficult time.
Stay in touch
Many suppliers have sent emails to customers stating the many implications of the virus and current shutdown. But don’t stop there. Send occasional updates, words of encouragement, and recent restrictions that may impact your customers’ businesses or the industry.
Cut through the chatter
There is a lot of noise out there right now about the virus, and many end-customers are starting to tune out. While it is essential to stay in touch, make sure communications have a purpose and are timely. Occasional means occasional: updates every few weeks should be fine.
Select a handful of customers every day and contact them by phone or email, to ask how they are doing. One-to-one correspondence can be very powerful in times like this.
Handle anticipated cancellations
Some end-customers may be putting a hold on purchasing new products or services. Many times, sending them a discount toward a future product or service can help keep operations going.
“Be sure not to come across as opportunistic,” adds Kravitz. “Stay helpful, show you are concerned and offer a helping hand if you can.”
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AlturaSolutions is a 17-year-old communications company that has worked with some of the largest and most-respected companies in the professional cleaning, food service, facility management, and related sectors. Based in Chicago, AlturaSolutions Communications publishes articles discussing the value, benefits, and features of its clients’ products and services. The company is a strong believer in the importance and value of trade publications. For more information, visit www.alturasolutions.com.