Are You Prepared to Meet New Customer Needs?
We’ve been forging our method by means of uncertainty for a couple of months now, and I’ve to say: small enterprise homeowners are resilient.
In a time of stress and disappointment we pivoted, we tailored, and I hope everybody, their households and their small companies are OK.
I’ve written so much about managing your small enterprise through the pandemic, from “How to Pivot Your Small Business Strategy During the COVID-19 Crisis” to “How to Build a Crisis Response Landing Page”, on our web site.
Now, we concentrate on the following step: rising from the coronavirus pandemic not solely in a single piece, however as profitable entrepreneurs who’ve discovered some helpful classes.
As we transfer ahead, it is apparent that some issues are perpetually modified. In a current survey, 81% of Canadians agreed that the disaster will create a brand new regular and have a long-lasting influence on society.
So as my province of BC, Canada begins to reopem companies, it is time to have a look at your advertising and consider if it nonetheless is smart to your target market.
How to Define Your Customers’ Needs
Let’s go backâ -all the best way again to 1943, when Abraham Maslow proposed his hierarchy of wants. According to his concept, individuals are motivated to fulfill fundamental necessities (meals, shelter) earlier than they transfer on to extra superior ones (intimate relationships, sense of accomplishment).
During the coronavirus disaster, individuals had been centered extra intently on fundamental requirements like staying protected from COVID-19 and getting groceries. These differing wants can also have led them to purchase issues they would not usually purchase, like plenty of hand sanitizer or takeout meals a number of instances per week.
Some of the client behaviour we noticed through the pandemic could also be right here to keep, like:
- Continuing to put on masks in crowded areas and washing arms extra continuously
- Thinking extra fastidiously earlier than shopping for “wants”
- Working/finding out from residence extra of the time
- Choosing manufacturers which can be essentially the most empathetic and aware
So ask your self: how have your buyer wants modified throughout this time? What are they anticipating from you?
How to Evolve Your Business Model to Meet New Customer Needs
Just as a result of we’re slowly returning to a “new normal’ doesn’t mean everyone is going to be hopping on planes and heading to big parties. Especially for those who have been personally affected by COVID-19, it’s going to be hard to reintegrate back into society, so to speak.
Here are a few ways you might have to pivot to meet new customer needs:
1. Maintain/increase communication around health and safety measures.
A large part of pivoting your business model will include how you communicate with your customers.
For example, salons and spas have been closed for months, and even once they reopen, consumers want to know what steps they’re taking to protect their health.
Some clients won’t feel comfortable stepping into a hair salon unless they know there are certain health measures in place.
Don’t be too hasty to remove your COVID-19 landing pageâ or health and safety messaging from your website or Google My Business listing-rather look at updating copy with new information to put your clients’ minds at ease.
2. Address new patterns.
If you’ve started offering heat-and-serve meals, curbside pickup or telemedicine sessions to customers, they may expect that going forward.
This can be a good opportunity to take a closer look at what worked and evolve your business model accordingly.
If you don’t sell essential services, you may have to pivot your marketing strategy to approach different spending behaviours. Many people have been hit hard financially and won’t have as much disposable income.
Others will have become accustomed to a new way of doing things. Similarly, to what I mentioned in #1, COVID-19 has changed the way that people consume certain services.
For example, a school may have to integrate more online learning into their model to attract students who are now used to and more comfortable with totally remote classes.
Many organizations are rethinking in-person conferences and other events. Will employees want to travel to huge convention centres to network with other attendees? Or, will they be happy with a virtual conference next year, too?
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READ:”3 eCommerce Challenges & Solutions for Tough Times” on our website:
There’s no arguing this pandemic has led to increased internet traffic as people work, socialize, and entertain themselves online. But an increase in internet usage doesn’t necessarily translate into increased sales for your small business.
Many consumers are hesitant to buy, either because they aren’t sure when they’ll be able to use the service you sell, or because they’ve been laid off or have had their hours reduced.
That’s why I’m sharing 3 eCommerce challenges and solutions to help you maintain and even grow as an entrepreneur during this crisis.
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How Can You Best Meet New Customer Needs?
No matter how you evolve your business model, it’s important to remember that meeting your customers’ needs is an ongoing process. Whether it’s two weeks post-pandemic or two years, always:
Listen, listen, listen. From monitoring your customer reviews, to sending out a questionnaire, it’s never been more important to take your customers’ feelings into consideration.
Listening on social media can also be a great way to “pulse verify” how your clients are interacting along with your model and content material. Then, use what you have discovered to tweak your advertising technique going ahead.
Always be participating. I hope you have been doing this through the pandemic, nevertheless it’s additionally crucial post-COVID-19. People will nonetheless be spending plenty of time at residence within the close to future, so create uplifting, inspiring and/or informative content material to your web site, social media accounts, paid advertisements and newsletters.
Pay consideration to altering traits in your business and buyer behaviour to information your content material technique.
Here’s an instance: through the pandemic, DIY was bigâ -from residence renos to crafts. Nielsen reported that gross sales of yeast had been up practically 650% from a 12 months in the past, as homebound of us baked up a storm.
So take into consideration how your clients could be utilizing your services or products and provides them good content material, whether or not it is bread-baking ideas or how to get out of debt.
No matter what your organization sells, speaking with and reassuring your purchasers continues to be paramount. And bear in mind: your clients can inform the distinction between a gross sales gimmick and authenticity, so ensure you’re speaking worth each time.
So what comes after the disaster? Nobody actually is aware of for certain. But by pivoting your small business mannequin as wanted now, you will be prepared for regardless of the future brings!