My family and I have been staying at home since 20 March. I guess I expected things to go quiet for a while, but every morning I’m emptying my inbox of what feels likes hundreds of marketing emails. So yesterday, I counted. I was shocked to discover I’d received 83 emails from one airline company in 2 months.
I mean… I’d definitely noticed an increase, but 83?
That’s more than one a day. And since they can’t be about travel or holidays – mostly, they’re about wine.
The thing is, I don’t drink wine. And if I’m honest, the last place I expected to hear about it was my airline carrier.
I get it. In the midst of a travel industry crippling COVID19 pandemic, this business – who I exclusively use when I do travel – is trying to find a way to be useful to me and the other people they serve.
The outcome, though, is a somewhat kitchen sink approach. Instead of understanding more about what matters to the clients they serve, companies can end up alienating those same clients with irrelevant spam.
The thing to remember is that timing matters. What you do and how you try to help is important, but when you do it is key. The value of listening to your clients and seeking to understand their challenges and needs first cannot be overstated.
In your practice, you may be looking for a way to help your clients during this tricky time. Perhaps you’re sending out more newsletters or offering extra training. You might have suggested sending in a secondee. You may even be inclined to remind your clients of everything you and your team can do to support them.
Understanding what your clients need starts when you talk to them. Ask them lots of questions and then really listen. That way you can tailor your help without making assumptions and be a partner in their success.