The coronavirus pandemic has thrown every business for a loop. But whether your store is closed, your hours or services are reduced, or you’re busier than ever, there’s a good chance you’re still getting new leads during this time. Many people are thinking about things they will want once the pandemic ends, so they may be reaching out to ask questions and schedule estimates.
While it might seem as though you can’t do much to address new leads at this time, it’s important to stay organized and have a plan for how to retain them. When you ARE able to perform your services again, you want to have plenty of leads lined up. Don’t let your customers forget about you! Here are some things to think about when it comes to attracting and retaining leads during the pandemic.
1. Have a game plan for how your leads will be handled.
Even if you’re not able to provide services at the moment, you could still be receiving inquiring calls and form submissions. When your leads come in, how will they be dealt with? How will you make sure they’re handled promptly and professionally? For the leads you can’t immediately provide service or estimates to, how will you notify them when you’re up and running?
Having a CRM and smart email marketing strategy can help you keep in touch with leads while you wait until it’s safe to reopen. Make sure that you and your team are all on the same page to ensure that communication with potential leads is smooth and streamlined. Keep your customers in the loop and ensure them that you will be serving them as soon as you are able.
2. Alter your language and call to actions to be more understanding of the situation.
Depending on your line of business, your advertising may need to be altered to be understanding of customers’ current situation. You may want to push a little less and show extra compassion so that potential clients won’t be turned off while searching for your services. This can be done by changing the tone of your advertising, colors, imagery, and more. Take a look at your advertising now and think about whether it’s appropriate, or if it needs to be looked at with a fresh set of eyes. Demonstrating empathy and compassion can go a long way towards attracting and retaining customers.
3. Run incentivizing promotional offers.
People love saving money and feeling like they got a good deal, and this is especially true with many people out of work. Run special pricing and other promotions to attract new customers, even if it means a lower margin. Getting a customer for life will be worth it, as this pandemic will end eventually. If you don’t want to give special pricing, run a different kind of promotion. Maybe they get an add-on for free with purchase, a discount on future services, a portion of the cost goes towards pandemic relief efforts, or something else. You can get creative with this. Promotions show that you are still active and thinking about your customers, even if you can’t perform your services at the moment.
4. Let people know how your business is adapting to the pandemic.
Be forthcoming on how your company is dealing with the pandemic and what measures you’re taking to help. Maybe you’re educating your staff on best CDC practices, or offering special limited services. Whatever the case may be, make sure you’re making it known to everyone through your social media feeds, on your website, with an email blast, or even by hanging a sign on your storefront. Be ahead of the curve and let it be known that your employees’ and customers’ health is a top priority. Vagueness or confusion in your messaging is never a good thing, and your customers want to know they are in safe hands now and after the pandemic ends.
You may not be able to enter your customers’ homes or open your storefront right now. That doesn’t mean you should be putting off answering your calls and form submissions. Engaging with potential customers and keeping on top of your messaging will ensure that you keep attracting leads, and that the leads pay out when things start to return to normal.