When Sales Tank (And It’s Not Your Fault): Empathy? | TravelResearchOnline


When Sales Tank (And It’s Not Your Fault): Empathy?


Businesses are running in reverse. Clients are cancelling. Prospects are pausing. Shoppers are shuddering. Owners are struggling to stay standing as sales are disbanding.

In between the refunds and rebooks, these owners switch roles and become consumers. We lop off the luxuries, reconsider the non-essentials, reschedule, and reduce. And so the spiral goes.

I have been paying close attention to how businesses are responding through their social media messaging. Some posts are enlightening while others are frightening.

I am convinced that a leadership moment is not defined by a plea for help. It is the exact opposite, in fact. To me, requesting empathy is offendable while offering empathy is commendable.

Starting a pity parade on social media will net fewer followers. As a consumer, I’d be less confident revisiting a store that had taken to wailing, giving me the impression that it might soon be failing. Wouldn’t you choose the one that instilled confidence it would be prevailing?

Empathy is a tricky thing. I am not discounting the doom and gloom that many owners are experiencing today. I am suggesting that to emerge healthy when the storm clears it is better to be a ray of sun than a glint of gloom.

All eyes are on you for signs of leadership. No matter how well we performed in the best of times, we will be remembered more for our perseverance under pressure. Now is your moment.

Rule 1: Post professionally, not personally. Social media is our online brochure and it impacts instantly and irreversibly. Remember that every post has consequences.

Rule 2: Be selfless not selfish. A void of empathy displays an abundance of apathy. A business will never get loyal followers by leading a pity parade.

I am encouraging you to encourage! Clients, prospects, and shoppers tend to prefer the tenacious.


Stuart Cohen, Chief Motivation Officer at StuartLloydCohen.com

If you can think big, Stuart will help you do big! An accomplished 28-year travel industry executive turned serial solopreneur, Stuart is a creator of brands and an energizing motivational speaker. He motivates & maximizes personal performance in leadership, entrepreneurship, salesmanship & wellness.

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