Communicating from home (in times of COVID-19)

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In the face of a shock like the current one that has caught us all off guard, it is necessary first of all to ensure the survival of our project, but also to review how it can affect our business model and start activating new communication channels with our target audience.

Communicating from home (in times of COVID-19)
Our lives have taken a 360-degree turn in just two weeks. Many of us are going to work under security protocols that were unthinkable four days ago, others are trying to work part-time from home while acting as full-time teachers for our children.

But the reality is that it is not where we carry out our professional work that has changed the most in these two weeks. The commercial activity has come to a complete halt . Suddenly, our companies' commercial action plans have become a dead letter . It is no longer possible to visit clients or prospect new ones because their needs and concerns have changed or they are simply not operational.

It is a situation that we will probably have to get used to. Right now we are all watching the famous contagion curve, hoping that we will reach the peak this week. Some of us have rediscovered logarithms, which we had not heard of for the last twenty years. But what seems clear is that this situation is going to last for a long time and that when we can finally start to live a relatively normal life, nothing, at least in the short term, will be the same again. The current situation will not only have an economic and health impact in the short term, but will very likely introduce very different patterns in our social and professional behaviour that will last for a long time and will permanently affect our commercial activity.

There are a few sectors that have benefited from this health crisis. We can easily identify the pharmaceutical industry or companies that manufacture both domestic and industrial hygiene products. But also companies that operate mainly in the online field: online education services, streaming platforms, video conferencing services have seen their number of users grow exponentially (logarithmically).

Although we may see an explosion in the consumption of digital products and services in the very short term, which will diminish as the state of emergency eases, the current crisis will only accelerate the process of digitalisation of both consumers and companies in which we are already immersed.

The current crisis will only accelerate the digitalisation process of both consumers and companies in which we are already immersed.


In this sense, Business to Business (B2B) companies are not going to be an exception . Currently, there is already a high percentage of companies that buy from other companies whose sources of information before making the purchase decision are online. In other words, the B2B buyer is already digital and this health crisis will only sharpen the trend . A question to reflect on: will this crisis affect our way of buying, traveling, and relating? If the answer is yes, in what sense? I think we all have a clear answer.

Given this new perspective, it is very likely that the business model our company had in place a month ago will no longer be the same today. Everything depends on how long the current situation lasts, but of course if it continues over time, a highly probable scenario, there will be little point in clinging to the world we had just three weeks ago.