Global market crisis situations such as COVID-19 cause vendors to evaluate their options when seeking opportunity. While altruistic intentions can be well-received, honorable intentions can be clouded through overtly promotional messaging. Altruistic actions will help build the trust that can be lacking between vendors and buyers. TSPs should use seven steps to deﬁne offers that help address the disruption and demonstrate leadership to their chosen market, with the potential to access previously inaccessible accounts.
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