Dean Graziosi argues that during economic downturns businesses must change how they communicate and support customers — selling security ("life preservers, life rafts"), shifting messages and fulfillment to give people more certainty. He cites his experience in 2007–2009 when his competitors failed and his business grew because they met people where they were.
We have to talk to people different. We have to help people different. We have to share differently. And I started telling my team, it's like, we have to sell security. We have to sell life preservers, life rafts, and we have to truly hold people's hand and help them even more during this time. And when we started shifting our message, we were one of the first. We were shifting our fulfillment. We were shifting how we gave people more certainty. Man In 2007, 2008, 2009, when the economy went down, I lost all my competition. Most of them went out of business, if you remember those days. And we exponentially grew because we met people where they were.
