The topic for this month’s newsletter and articles is about leading your team through the election and keeping them focused through the end of the year. As it happens, this can be a tough time of year to keep your staff focused anyway, what with the holidays. But add that it’s a presidential election year—and even more so a hotly emotional election year on both sides—and you have your work cut out for you.
In our last article, we covered the need to consistently remind your staff why your company’s products and services are important. Well, guess what? Once this has gotten home to your staff, you have to make sure your prospects and customers are getting that message, too. Your team, now fully educated and consistently reminded of how your products and services fit into customers’ lives, should now turn around and begin regularly delivering that same message to your prospects and customers.
Distractions are Everywhere
It’s not just your team being incredibly distracted this election year. Your prospects and customers are, too. That means anyone who might normally express interest in your products and services will keep getting their attention yanked into that day’s media storm.
Returning to the example of the car dealership from our last article, a prospect might be having trouble with their current car and, having seen one of your ads, is thinking about reaching out to your dealership. But every time they go to do that, they receive another piece of election news that soaks up their attention and causes them to delay or maybe even forget to take action on their impulse.
Therefore, you need to work much harder to grab and keep their attention.
Importance of Your Products and Services
How can you keep your customers and prospects coming back to you? By reminding them of why your products and services are important.
You, of course, have the reasons you’ve had all along—the motivations that got customers to buy in the first place and keep them coming back. By all means, you should keep those reasons in your messaging, as they’ve always worked.
Referring again to our car dealership example, you’ve always promoted that your dealership exists to provide customers with stylish, reliable transportation at affordable prices. In your advertising, you’ve targeted particular types of models toward the kinds of buyers who would most benefit—SUVs toward families, smaller sedans toward those buying first cars, and sporty models toward youth. This messaging has always worked, so by all means, it should be continued.
Dovetailing the Election
You can also weave the election into your marketing. For example:
“Election got you down? Come find out how trading in your old car for a new one will drastically raise your spirits.”
“Happy over the way the election is going? Celebrate by coming by and treating yourself to one of our latest models.”
You can get completely creative by tying current events into your marketing.
Keep Customers in the Loop
Just as you consistently remind your team of how important and vital your products and services are, it’s just as vital to remind your prospects and customers, too! Take that and make it a part of your operation.
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