By Samuel Thimothy, VP at OneIMS.com, an inbound marketing agency, and co-founder of Clickx.io, the digital marketing intelligence platform.
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As we enter 2023, the expected flow of economic forecasts is well underway. Some say the global recession is inevitable. Others acknowledge the changes in geopolitics and economics but are trying to find a silver lining.
Anyway, we’re all feeling the effects of the current financial crisis. But one thing is certain, now is not the time to retreat. Don’t stop marketing, and don’t forget about your customers during these difficult times.
Let’s figure out how we can generate more B2B opportunities while remaining understanding, supportive and empathetic to our prospects and clients.
Your clients and prospects feel it, too.
Costs are rising for businesses, but consumers are suffering even more. As a result of growing inflation and the cost of living, they feel battered and forced to change their buying habits.
It is our responsibility as entrepreneurs to think strategically. We need to focus on long-term results and try to maintain relationships with our customers long after the crisis is over.
As a B2B company, you can still generate opportunities while remaining empathetic to your target market. How? By appealing to the following three types of customers.
1. Go back to your lost deals.
These are leads you lost to competitors or leads that weren’t ready to commit at the time and have gone cold. Revisit those deals with a gentle nudge, reminding them you’re still there and ready to help when they’re ready. Show them your value as a company, how you can make their lives easier and help them become more profitable in this challenging environment.
2. Reach out to your past customers.
Take some time to reach out to past customers; ask how they’re doing and if there’s anything you can do for them during this time. This shows them that you care about their success even after the sale has been made. It also gives you an opportunity to learn more about what they need, so you can adjust your product or service accordingly. This helps build trust and loyalty, which can pay off dividends later on down the line.
3. Reconnect with your past leads.
Reach out to people who had expressed interest in your product or service before but never converted it into a sale. Ask them if they have any questions or if there’s anything else they might need from you in order for them to make a purchase decision now or in the future. They may be able to provide valuable feedback, which can help inform future business decisions such as adjusting pricing structures, offering new products, introducing discounts and so on.
Understanding who your customers are and what their needs are is key for any successful business, especially when budgets are tight and every penny counts. By focusing on these three kinds of customers—lost deals, past customers and past leads—it’ll be easier for businesses like yours to find opportunities even in this uncertain economy. When things get tough, attend to your customers’ needs and you’ll be able to thrive again.
