Nikki Adrian - Apr 17, 2020

Adapting to Buyer Behavior During COVID-19

As we continue to move into a more online world, it is important to adapt to the needs of our customers. It is now more important than ever to have high quality conversations that go beyond selling units, services, or products. They must be personal and authentic, and you have to prove to your customers that you are willing to work hard to provide them with a unique solution. Buyer behavior has shifted and expectations are changing, so here are some ways to adapt to this new behavior:

 

1. Make the customer feel special

Now that most companies have begun to take an inbound approach to marketing, customers expect to be taken care of on a human level. You now have to recognize that the way your customer buys from you no longer fits into a convenient one-size-fits-all buyer journey. Every customer wants to feel like their needs are a top priority, so poor customer experience is no longer acceptable. When engaging with customers, ask them open-ended questions to learn what they need, and make sure that they are the main focus of the conversation. Nowadays, you can do this through video and live chat to connect through meaningful and personal conversations.

 

2. Provide value as soon as possible

After your first conversation with a customer, you should be able to solve their problem as quickly as possible. Customers appreciate it when you can assist them in a timely manner, as it shows that you are putting in the effort to make them a top priority. It makes them feel as though you care about them on a more personal level.

 

3. Use video to increase engagement

In the online world, videos are essential to your business. Oftentimes, users look for videos related to a product or service before they visit a store, and pay much more attention to videos than any other medium. Especially now that most sales are occurring online nowadays, businesses should be using videos to explain new products or services and to learn more about their customers’ individual needs. Video walkthroughs, screen shares, and webinars are all great ways to communicate value with the customer. Videos make people want to engage with your content, especially if it is high-quality, authentic, and tailored to the buyer’s unique context.

 

4. Focus on your niche audience, and say no to those who aren’t the right fit

It is not always about trying to capture as many leads as possible, but instead focusing on only those who fit your ideal customer profile. Instead of wasting time on poorly qualified leads, aim to find those who are the perfect fit for your company, and then nurture those prospects. Focus on the value you can provide for those few, and do it really well.

In the ever-changing business landscape, it is important to stay flexible and remember to put the customer first. People may be hesitant about making certain purchases right now, but if you show your customers that you are putting them first, they are going to continue to support you.

Written by Nikki Adrian