Welcome to the “now” normal. It’s not the new normal, but we probably won’t go all the way back to the “old” normal after this. How are you holding up? Has your business drastically slowed down because you’re dependent on in-person transactions? Or maybe it’s picked up because you mostly operate remote/online? Are you scrambling to pivot to solve new problems for existing customers?
As with any change in your operating environment (expected and unexpected), the most important tool for adapting and succeeding is communication. You must communicate with all your stakeholders to quickly move forward and maintain your business.
How you communicate has changed, so you must quickly adapt. Can you directly communicate with all employees? In-person or video is best, then a phone call, then an email. Direct communication is important because it gives you the opportunity to not only reassure them in real time but also answer any questions they may have. Don’t be afraid to say “I don’t know but I’ll get back to you” if you can’t answer a question.
Social media is a great way to keep your customers up to date, however, not all customers may follow your accounts. Can you reach them via email or an app? What about potential new customers (especially the elderly and immunocompromised)? People are stuck in their homes so you must find a way to reach them where they are. Your core business may be on hold but think about how you can serve your customers in this environment. For example, a salon in San Francisco is offering custom color kits for their customers who are worried about maintaining their hair color during this pandemic. They include all coloring materials, in addition to other tools necessary to successfully recreate their work, and video instructions.
Do you need customers to leave their homes and visit your business? What incentive can you give them that will entice them to visit? What reassurances can you make that your business is clean and sanitized? Restaurants and breweries are offering take out and drive through options. Is your business a great destination for a family walk?
Don’t forget about your suppliers and other creditors. How will your changes impact them? Do you need some payment forgiveness? Do you need your suppliers to increase or decrease production? How are they operating now and how will that impact you?
Communication is essential during this time. Your stakeholders will take comfort in knowing that you have a plan or are at least trying to create one.
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