Quit Selling

What the heck do you do when everything changes in a couple of weeks? I fell behind reading my daily newspapers and as I was catching up it dawned on me that nearly everything I was reading related to a world that really didn’t exist a week later. The sports sections were previewing games and events that will never take place. Forget the numbers and analysis on the financial pages. Even the front pages dealt with topics that now seem so unimportant.

People can’t travel. You can’t really go out to eat or hang out with friends. Who could ever have imagined that the bars would be closed on St. Patrick’s Day as they were here and in many other places. Those are just a few examples of the devastating impact this pandemic has caused and the businesses that can survive this will be badly damaged. Many others won’t survive at all.

So If you’re a businessperson what can you do? May I offer a radical thought?

Quit selling. I’ve received many emails from companies that are behaving as if nothing is different. They’ve not changed their tactics or messaging at all. Others have done even worse by trying to capitalize on this global tragedy. Not only do I find these messages offensive but I’m making mental notes never to buy from those businesses again.

Everyone is suffering losses of some sort. Some folks are out of work completely with no income at all. Others are trying to work from home while schooling or at least amusing their kids. My parents who are in an assisted living facility can’t leave their room. Meals are sent up and there is no socialization. I think it’s the right course of action but I feel horrible for them and the other residents. People have had to cancel vacations and weddings. Others can’t attend funerals of loved ones. Everything has changed.

So quit selling. Recognize that now isn’t the time. If you give any sort of credence to the notion that you need to love your customers, love them now by asking how you can be helpful. Ask what you can do for them and not what you can sell them. There will be plenty of time for that when things return to whatever normal will become.

Maybe it’s a radical thought but these are times that call for radical thinking, don’t you think?