Communicating during the financial crisis

A few years ago, we crossed a financial crisislong, sometimes giving the impression that it would never end. Even today we are struggling to get out of this difficult period. Crises inevitably lead to an economic crisis due to a cautious wait-and-see attitude, which reorients the company only on truly essential contracts. There communicationin these precise moments, it is often no longer considered a necessity.

Why is it important to communicate during the crisis?

If you’re having trouble selling during a crisis, imagine what it would be like if you became invisible! If your business is already well established, you may suffer less, but be careful: some may be tempted to turn to your competitors, perhaps cheaper ones!

Furthermore, continuing to communicate when everyone else is slowing down will send a positive signal about the health of your business. There are so many forms of communicationthat you just need to find the right channel and continue to exploit it. Analyze your different forms of communication and favor those that offer a good ROI (Return on investment).

Communicate yes, but not in any way!

In times of crisis we lose orientation. People, and even businesses, are losing some of their habits and limiting themselves. We can feel generally fed up with everything we’re not sure we can trust: advertising and politics are often the first two hit by this loss of affection (just ask François Hollande, whose popularity rating is dropping so much it could soon be negative). Advertising that extols the merits of homemade products, one more effective than the other, the shops with the lowest prices, the carefully prepared frozen meals (with horse meat) no longer trap the informed consumer so much. The same goes for politicians whose campaign promises are forgotten as soon as they are elected. Brief.

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Before committing, your customer will think more than usual. He’s looking for tangible values, it’s up to you to provide them! Authenticity, understanding, respect for the customer, integrity and sincerity become key values. You will no longer be judged only by your product or service, but also by how your customers perceive you.

And there is no cheating there. It’s not enough to say that you have the best after-sales service, that you are attentive to your customers’ needs, no, you will have to prove it! In fact, you will be able to praise the effectiveness of your after-sales service and the particular attention you pay to your customers; if they are faced with a subcontracted hotline abroad, there is a good chance that your communication will fail immediately. We don’t necessarily remember everything that is said during an interview or a meeting, on the other hand we never forget the feeling. The experience you provide to your customers is what you should prioritize above all else.

Infuse your communication with your valuesbut only values ​​that you really have! If you don’t have them, work on them internally with your teams. Plan and brainstorm to gain the keys to a better customer experience. This is the common thread of all my articles on this blog: communication must first affect the person transmitting it! If you come away from your communication meetings with the impression that you need to evolve in many aspects, you are definitely on the right path!

Advertising is expensive, it is only effective in the duration and repetition of the message and in the multiplicity of media. Advertising is talking about yourself and your products. How can we sincerely believe this? Your customer experience, your relationship with them, direct marketing, all this does not cost much and will offer you the best communication support: word of mouth !

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It certainly reaches fewer people than advertising but it is extremely more powerful. Others are talking about you and your services! If people no longer believe in advertising, we are increasingly receptive to messages from those close to us, from those we trust to choose a product. If one of your loved ones had a great experience at a restaurant, at the cinema, or with a particular product, you will surely want to have this experience too. Your message is never more powerful than when it is delivered by your customers or those who have worked with you.

The other strength of word of mouth is that it is generally well targeted. Your customers will talk about their satisfaction to others potentially interested in your products/services. Become a partner of your customers, no longer just their supplier. Establish a real relationship with them: “Their success is yours and your success is theirs” (read the linked article to understand better).

Share your experience

I really believe in blogging and social media. These are extraordinary tools on the one hand to make your business known, but also to share and demonstrate your expertise. You can react on social networks to provide your help and experience.

Quality blog posts and content will highlight your skills, qualities and values. Forget about your products, your services and create value-added content, full of interest. Try to think about what your customers need, what recurring questions you ask.

Always ask yourself this question: is what I’m talking about purely promotional or can this content really be of interest to my customers?

In conclusion, I will simply say that in times of crisis, authenticity must be prioritized. It should always be like this, but so dragged by our consumer society and advertising characters, customers have become targets with whom a stalemate is played until the sale is concluded. This image of the sharp-toothed “winning” salesman may well be on the decline, for our greater good!

Whether you are in the luxury sector or a small business owner working from home, bet on the truth, on the values ​​that your customers will want to adhere to, sooner or later it will pay off.