As the world navigates a shifting economic landscape, one thing has become clear - the need for businesses to thoughtfully educate and connect with their buyers is more important than ever.
On this episode of the Endless Customers Podcast, I sat down with Mandy York, video and content trainer at IMPACT, to dig into this exact challenge. Mandy shared how businesses can use empathy, education, and industry awareness to meet buyers where they are—and turn today’s challenges into long-term loyalty.
"If I, as a consumer, am sitting here thinking, 'My gosh, my grocery bill was just $500 and the kids are going back to school, so they need new school clothes. And, you know, my job laid off people a few weeks ago. So now I'm worried about that. Am I really going to throw down $15,000 - $30,000 on a new HVAC system unless I have no other choice?' The answer to that is no," Mandy says.
Instead, buyers:
Delay major purchases until conditions improve.
Seek budget-friendly alternatives.
Reward companies that acknowledge their realities with empathy.
Mandy puts it simply: “Businesses that show they understand what buyers are going through will earn their trust—and their future business.”
This economic pressure requires businesses to take a more empathetic, educational approach when connecting with buyers. Rather than solely focusing on aggressively selling high-ticket products and services, busnesses should:
Mandy explains, "We as businesses have to start educating them about the various options.
Could you encourage trust by saying, 'Hey, we know that things are tough right now in the economy, and most of our customers are not going to be buying this top-of-the-line HVAC system. Here's a more budget-friendly option that you should look at.' Those things go a long way."
Mandy emphasizes situational awareness. Buyers want content that acknowledges what’s happening in their world.
This mindset shift is crucial, as Mandy notes that many businesses tend to lose sight of the bigger picture when they're so fixated on making the sale. Instead, she emphasizes the importance of approaching content and sales conversations through the lens of genuinely helping people make the right choice - one that they'll still be happy with months down the line.
For example:
A roofing company in Florida should publish resources on hurricane damage immediately after a storm.
A payroll provider should consider demographic changes in the workforce—Gen Z employees may prioritize remote work benefits over parental leave.
By aligning content with both local events and audience demographics, companies show relevance and reliability.
Ultimately, Mandy's advice boils down to one key principle: meet your buyers where they are. This means staying informed about the issues and events impacting their lives, tailoring your content and messaging to their unique needs and preferences, and approaching every interaction with a genuine desire to help rather than to sell.
"The first and most crucial thing that you can do is talk about this with your team," Mandy recommends. "Let's take this podcast and send it to your team, send it to your marketing people, your salespeople, you know, whoever, and say, 'Hey, I want you to listen. And then I've put a 30-minute meeting on your calendar for next week. And once you sit down in that meeting, I want you guys to talk about things that are going on that impact your business, impact your people that you are selling to whatever those people are.'"
From there, Mandy suggests identifying topics and content ideas that your team is genuinely passionate about - because that enthusiasm will shine through and resonate with your buyers. And when it comes to navigating sensitive issues like politics, she advises a measured, empathetic approach that acknowledges your limitations. You’re a business expert, not a world events expert, but you can still help and connect on a human level.
"You can definitely just say, 'Hey, we too have been seeing lots of headlines about X, Y, and Z. And while we don't feel that we're the experts on politics, the economy, the, you know, laws, whatever, global warming, like we're not the experts on that. We are the experts on how [this] pain point affects [your] customer,'" Mandy explains.
By taking this holistic, buyer-centric approach, businesses can not only weather the current uncertainty but also build long-term loyalty and trust with their customers. As Mandy states, "the psychology of the modern day is a crucial skill in understanding how to market and sell products or services in this day and age. And if you're falling behind on that or you're ignoring it, that's going to catch up to you and probably sooner than you think."
Want help creating content that speaks directly to your buyers’ biggest concerns? Let’s talk about how IMPACT can guide your team to implement a buyer-first strategy today.
Mandy York combines her experience as an award-winning educator and thriving business owner to help others take creative and actionable steps toward their content and video marketing goals.
Connect with Mandy on LinkedIn
Why is empathy so important when selling in tough times?
Because buyers under stress are more cautious. Companies that show empathy stand out as trustworthy partners.
Should we stop selling premium products during downturns?
No, but you should present a full range of options. Help buyers choose what’s best for their situation today while keeping the door open for bigger purchases later.
How do external events influence buyer expectations?
Events like storms, elections, or layoffs shift buyer priorities. Companies that address these issues quickly with helpful content build stronger trust.
What if my audience demographics are changing?
Review your assumptions. Younger buyers may value flexibility and mental health benefits more than traditional perks. Update your messaging to reflect what they care about now.