Serving vs. selling . . . it’s a fine line at this time.

Elephants aren’t the only ones with long memories!

Businesses everywhere are responding to the COVID-19 crisis in a variety of ways. On the one hand, some are seeking to serve, while on the other hand others are seeking to sell (we won’t even mention the ones seeking to gouge because that’s a whole different topic for a different day).

It’s a fine line between the two but it’s one that may loom large in customers’ memories once this thing is over. People are nervous right now (some are terrified) and the last thing they want is to be sales-pitched—it just seems crass and inappropriate. My experience of huge, disruptive, and dangerous life-taking and life-altering situations (in my case a revolution and a flood) is that many, many years later one remembers who fell on which side of the fine line in the time of crisis.

Every business owner would do well to keep this in mind right now.