Is Marketing Targeting Sales Now or Sales in the Future?

During the pandemic, there has been a fairly prevalent sentiment that now is not the time to sell.  The rationale is that people and businesses are experiencing unprecedented hardships and do not want to be sold or marketed to. Like most advice with a broad scope, there are certainly situations where that is a sound suggestion but it is untrue for many businesses.  Rather than halting your marketing that has sales aspirations, it might be better to refocus on providing free value immediately that positions you for a sale in the future.

Most trainers, consultants, and professional coaches have modified their digital marketing to feature online content and programs.  However, depending on their client base, they might experience significantly reduced demand.  So through the pandemic and into the recovery, each firm needs to consciously identify a strategy that is suitable for their target market.

If you find that your clients and prospects are suddenly struggling during the pandemic then focusing on a sale now is unrealistic.  There are many industries that simply don’t have the budget to buy or the time to purchase.  If you find your target market is in that unfortunate position, adjust your marketing to relationship building for a future sale rather than a sale now.

How? Any free offer that you can provide will illustrate the value you bring without requiring money or other resources immediately.  Provide content to your target market especially if it helps them navigate these troubled times.

Providing helpful offers now without a request for an immediate sale helps build good will. You’ll be ideally positioned once your target market starts recovering and again have the time and budgets to buy your paid services.