At first glance, “uncertain times call for a plan” seems counter-intuitive. How can we plan when there is so much uncertainty? That is how I felt as the response to the pandemic impacted my daily life. I didn’t know what to expect from one day to the next. I am a person who likes to be in control and suddenly seemed to have none.
In the wake of some unexpected time at home or away from your customers, you may be overwhelmed with the new responsibilities of a life at home. As well as finding new ways to stay in front of your customers (such as LinkedIn, cold-calling, and one-to-one videos), this is an optimal time to sharpen your craft and learn how to be an even more valuable asset for your customers.
Over the last year, GreatAmerica has been on a journey to evolve our marketing strategy to adopt an inbound approach. A big part of that has involved embracing video as a way to connect and engage with our customers and prospects. Our primary mission in doing so was to better serve these relationships by using video to educate and establish trust and transparency. But we also learned just how much video can enhance the way we communicate with everyone we collaborate with, both internally and externally.
The buying landscape for consumers today differs incredibly from the landscape of yesterday. Industry after different industry continue to shift towards online shopping. Even areas where e-commerce once seemed impossible, such as the grocery industry, see online purchasing as routine. The light industrial/construction industries, however, are late to adopt e-commerce and online buying.
When I started in the equipment financing field, I was overwhelmed with industry jargon and numbers with decimal points (hey I’m a marketing guy after all). One of the first things I discovered was how easy it was to calculate a monthly payment using a “rate factor.”