Many company leaders have been uncertain how to respond to their clients during these uncertain times. Realistic positivity has always been an integral part of my mantra, even when, during the challenges faced in the 2007-2009 recession, I decided to venture out on my own and launch Marketing Direction.
Fortunately, a very wise man, my husband, Bill, suggested I position Marketing Direction as a part-time marketing executive solution. That simple spin on how we described our services allowed us to thrive at a time when very few businesses were investing in marketing. As Albert Einstein once said, “In the middle of every difficulty, lies opportunity.”
While organizations are evaluating options for reducing operational costs in order to survive the uncertain climate we now face, it is important to realize that there are some opportunities to be had as well. At the risk of sounding cliché, it’s time to think outside the box.
Accept and Adapt
First, realize that acceptance of the current state of affairs and the ability to adapt to the situation are key right now. According to Kimberly Lucht with Business Insider, “By adapting to the way things are currently, you’re more likely to survive and then thrive when it’s over. There may even be an opportunity for business growth.”
Next, consider the possibility of offering your services or product online. While this tactic may not have been part of your business model previously, many organizations have altered their plans accordingly. Hosting an online event or interactive webinar is a great way to showcase what your company has to offer, as well as being highly beneficial to your audience.
If you’re at a loss as to how you can adapt to an online setting, think about what your clients appreciate most about your company. Take a look at past reviews and testimonials. Is there a particular skill or expertise highlighted that could be offered online? An example could be describing how your firm’s “innovative approach” results in the development of products tailored to meet the unique needs of each customer.
Going Virtual
Some real estate professionals are adapting their businesses to include virtual open houses and virtual walk-throughs. Using Zoom, GoToMeeting or other conferencing applications, agents can conduct initial interviews with prospective clients and ‘show’ property. Facebook Live enables customers to ask questions about a virtual open house they are viewing from the safety of their own home. Negotiations can take place remotely and, once all parties agree to the sales contract, paperwork can be signed digitally.
Many of our clients conduct a fair share of their business development activities at spring tradeshows and conferences. Unfortunately, they’ve been cancelled, so they are getting inventive by targeting their top ten prospects and creating a private tradeshow/conference webinar experience for each.
We’ve compiled some ‘Best Practices for Virtual Meetings’ and invite you to take a look at this informative video which will help position you to ask for business virtually.
Make it an Aha! Moment
What seems obvious to you may be an aha moment for your clients. Position it as a dynamic new idea and you may have created a profitable business opportunity! There quite possibly could be a silver lining in this previously uncharted territory as you broaden your company’s services and expand your reach.
Think About the Long Term
Lastly, study potential ways to conduct your business so as to protect it from similar occurrences or other outside influences in the future. Can you tweak some of the services and/or products you provide to satisfy a strong need or want? Tito’s Handmade Vodka and fashion icon Louis Vuitton have started making their own hand sanitizer with plans to give it away to health officials and those who need it most. While this move may not seem profitable now, it does bode well for building long-term brand equity as customers will remain loyal to you even during rough times.
“People, in the long run, remember that and appreciate that,” says Jerome Shimizu, co-founder and chief data and analytics officer at DoGood Media. “That’s a great example from a brand perspective of taking a very high road here even though there’s maybe short-term pain for doing that.”
Yes, this is an uncertain business climate in which we are operating. But, the weather will change and demand will return. To quote Robert H. Schuller, “Tough times never last, but tough people do.” As communicators, educators and helpers, we are here to help you find new ways to empower your business and together, we will overcome adversity.
Positively,
Christy
