Relevance as life resumes
THE recent months have proven the undeniable resilience of the Geelong business community.
It’s now important to recognise we are entering a whole new phase of activity. With restrictions easing, it’s time to get back to business.
Teams who have used the shutdown to develop new strategies and ideas are best placed to emerge from the crisis and they’re more likely to already be building their business.
Other success stories will come from those who recognised the opportunity to better engage with their clients and prospects by delivering greater value throughout the disruption.
These businesses have focused on building stronger relationships to remain relevant and to be firmly front of mind in the new phase.
The Geelong Chamber of Commerce’s recent webinar, featuring some leading local sales managers, made it clear that it’s the right time to get back to business.
But there are still a few things you need to consider in your business development strategy to ensure you get the timing right and your brand resonates well with the businesses you are trying to help.
People enjoy personal connection, so get on the phone and reach out — your clients and your prospects will enjoy the connection. Businesses will appreciate the call if you show you understand the differing experiences owners and managers have recently endured.
Understanding people’s emotions and using language that empathises with their unique scenarios is absolutely key. It’s also more important than ever to listen. Businesses want to tell their story; listening can be the best rapportbuilding exercise you can ever undertake.
Keep advertising and reinforcing what makes your business different by using messaging that cuts through. Integrate this with communications that deliver great content and help people by providing the information they need.
Recognise it’s not necessarily about direct sales but, rather, it’s all about being relevant. Understand your pipelines will be longer, and be patient. Play the long game.
Find purpose in what you do, work with your team to understand you’re in the business of helping people.
We are all in this together and you have an important role to play in each of your client’s growth. There’s no better way to make your own business more indispensable than delivering value.
Knowing your purpose will also be a powerful motivator of your team — don’t underestimate their own need to help people during this crisis.
Know your plan. Map out your calendar and develop strategic and tactical campaigns that build the positive way people feel about your business and define your key messaging so everyone you talk to and everything you do reinforces what your business is all about.
Geelong should now have the confidence to get back to business. The restrictions are easing and it’s more important than ever to connect with your clients and offer solutions and ideas that help them redefine their businesses and emerge from this crisis in good shape.
Approach your relationships with empathy and understand their needs, but don’t duck for cover. Be relevant.
Let’s all work together to regroup, recover and rebuild our business community.
SUCCESS STORIES WILL COME FROM THOSE WHO RECOGNISED THE OPPORTUNITY TO BETTER ENGAGE WITH THEIR CLIENTS AND PROSPECTS BY DELIVERING GREATER VALUE THROUGHOUT THE DISRUPTION.”