PPB August 2020

Remember that engagement, while physically distant, is going to require creating memorable experiences. Video, humor and authentic communication will rule the day. Practice The Platinum Rule Now, more than ever, the Platinum Rule (treat others as they want to be treated) surpasses the Golden Rule (treat others as you want to be treated). This means asking your customers how they want to communicate and how they want to be reached, and then deliver on their wishes. Now is the time to focus on solving your customers’ problems. (Remember: problem-solvers alwaysmakemoney. Can Imake this the TitaniumRule?)What are their problems?Helping their employees, customers and stakeholders feel safe? Protecting their stakeholders? Appreciating and recognizing employees? Communicating changes (new practices, social distancing, safety, newhours)? Creating positive experiences to build their brands and sales? Re-engaging former customers? Learning new skills and reinvention? Teaching new skills? Examine Your Customers’ New Problems What problems do your customers have now that they did not have in February? As the economy and society reopens, businesses in all vertical markets will need to go to market differently. What do you have in your toolbox to help them? Think about how each of your client markets will need to approach business differently to come up with ideas to help them. What will businesses in these markets need to do to create safe, responsible and positive experiences for their customers? Here are a few ideas: • Financial institutions (lobbies re-opening, signage, touchscreens) • Educational institutions (spacing, collaboration, one- on-one instruction) • Health-care facilities (waiting areas, disinfecting, protection) • Gyms, salons, personal care providers (spacing, protective barriers, masks, disinfecting) • Construction sites (no-contact estimating, physical distancing) Authenticity Rules Yes, we’re all tired of hearing that we’re all in this together and the other clichés, but the truth is that everyone is experiencing a lot of unknowns, a lot of change, and various degrees of fear, confusion, misinformation and disinformation. If you are your own best self and work from your heart, you can be an inspiration and a model for others. If you care more about others and care more about being a part of the solution—even more than making a sale—the sales will follow. Demonstrate the courage of resilience and keep creating hope. Optimism is true moral courage. Optimism and courage are needed more than ever as you make the decisions that will shape the next normal. “She stood in the storm, and when the wind did not blow her way, she adjusted her sails.” – Elizabeth Edward Paul A. Kiewiet, MAS+, CIP, CPC, a former distributor, is the executive director of the Michigan Promotional Products Association and an industry coach, speaker and consultant. Kiewiet was inducted into the PPAI Hall of Fame in 2015 and is a former PPAI chair of the board. Optimism is true moral courage. Optimismand courage are neededmore than ever as youmake the decisions that will shape the next normal. | AUGUST 2020 | 75 THINK