Dear Sales and Marketing Colleagues,
We’ve all seen it happen. A breach makes headlines. A high-profile tragedy shakes an industry. Before the dust settles, inboxes light up with pitches, demos, and poorly timed offers. It’s what some call “striking while the iron’s hot,” but to the people on the other end—who are likely having one of the worst days of their life—it feels tone-deaf and opportunistic.
And we can do better.
Why this matters
When a crisis hits—whether it’s a cybersecurity breach, a competitor’s struggle, or something far more tragic—people are in problem-solving mode. Leadership is focused on recovery, protecting their teams, and communicating with stakeholders. What they’re not looking for in that moment is a cold pitch or a product demo.
The truth is, outreach like this often backfires. It doesn’t build trust; it erodes it. Instead of showing up as partners who want to help, we risk coming across as opportunists eager to profit from someone else’s pain.
But the good news is: We have the opportunity to show up differently.
How to show up the right way
Here’s what I believe: In moments of crisis, our job isn’t to sell—it’s to serve. And that doesn’t mean staying silent. It means offering real help, with no strings attached.
Lead with Empathy
Before you hit “send” on that email, pause. Ask yourself: If I were in their shoes right now, what would I want to hear?
A simple, human message—without a sales angle—goes a long way:
“We’re truly sorry to hear about [incident]. If there’s anything we can do to help, whether it’s sharing frameworks or offering support, please let us know.”
Trust me, they’ll remember your compassion.
Share Real Value
Rather than offering a product, offer something useful:
- A checklist for rebuilding after a breach.
- A guide to improving executive safety measures.
- A webinar focused on lessons learned and strategies for recovery.
Make it clear that this isn’t a marketing ploy—it’s a resource to help them navigate the challenges ahead. No catches. No pressure.
Support the Industry, Not Just the Sale
Crises affect entire industries, not just individual organizations. This is a chance to step up as thought leaders who care about solving problems at scale.
- Share insights about what teams can learn from these incidents.
- Start conversations about resilience, recovery, and prevention—without pitching your product.
Because when we help the industry rise, we rise with it.
The long game of trust
Here’s the bottom line: Sales and marketing are about building relationships. And relationships are built on trust, not tactics. Showing up with empathy and value—especially during a crisis—makes you memorable for the right reasons.
So, the next time the headlines tempt you to jump in with a pitch, pause. Lead with help, not opportunism. Share resources, not desperation. Be the kind of professional you’d want to hear from in your hardest moment.
The companies that show up with genuine care today will earn trust tomorrow. And in this industry, trust is everything.
A final thought
To my fellow sales and marketing leaders: Let’s hold ourselves to a higher standard. Let’s show up as helpers, not ambulance chasers. It’s more than good business—it’s the right thing to do.
Sincerely,
Heather
PS: If you’re looking for examples of how to offer support thoughtfully during challenging times, just reach out and let's talk. I'm here to help.
