This archive report was first published on 11 June 2020.
As the COVID-19 pandemic continues to disrupt businesses, a stark contrast has emerged between those who have adapted to the digital age and those who have not.
Consider two sellers, one with a shop at the entrance of a building and the other at the end of a dimly lit corridor. The former's rent was significantly higher, but he relied on walk-in traffic, which has now dwindled to a trickle.
Meanwhile, the seller at the end of the corridor had to think creatively to attract customers. He polished his personal Facebook page, posted images of his products, and engaged with his existing clients to build a prospect list.
Fast forward to today, and the online seller has expanded his marketing channels to include WhatsApp and Instagram. He has also adopted cashless transactions and social distancing measures, making him better equipped to handle the pandemic.
On the other hand, the seller at the front of the building is struggling to cope with the loss of walk-in traffic. He never invested time in building a prospect list or client database, and now his business is suffering as a result.
The pandemic has exposed the importance of digital sales and marketing. Today's disrupted seller must learn from the online seller's approach, which involves engaging with prospects and building a strong online presence.
