RAB Research Archive

Uncertainty Still Prevails, But It’s Different



We came into this COVID-19 crisis in March 2020 using terms like uncertainty, unprecedented, etc. Now, as we enter September 2021, it seems the uncertainty still exists, but what we are uncertain about has changed.

? The uncertainty now is how or if we can move forward, not how to get through. Certainly, local municipality rules and state orders regarding restricting businesses or limiting in-store traffic will have an impact, and they are changing seemingly every day. Even if all the restrictions are gone, all research points to consumers and businesses taking an individual approach to moving forward. It is the approach that provides the individual with comfort, security and peace of mind.

We started down this path together suggesting that you call your clients rather than waiting for them to call you. That advice is more poignant today than it ever has been. Not only must you communicate with your clients but doing so frequently is the best advice.

We’ve got this. Reframe this as a new business startup. Many businesses already feel like they are starting over. The three primary skills that made us successful before COVID-19 are the same skills that will help us lead our advertisers and prospects into a post-COVID-19 world. (Am I even allowed to say post-COVID-19 yet?)

? Empathy - The ability to feel another’s feelings (walk in their shoes).

Expertise - Your knowledge and expertise in marketing, advertising, and business.

Problem-Solving Skills - Your ability to tie the two together to help your clients.

We’ve built careers on these skill sets and now, more than ever, your prospects and clients will look to us for leadership.

This is a time when clients WANT to talk to you. They need you; they need to know what you know and they need to know that you can help.

Whatever the current status, we, as marketers, have a unique ability and skill set to drive the economy forward.

Who can you call that needs your help/expertise today?

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB





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