With the arrival of the coronavirus pandemic, all of a sudden the world felt like a much scarier place. In addition to the humanitarian concerns, it’s also extremely difficult to run a business during a time when it feels like we’re flying blind and it’s unclear whether the landing gear on the plane is still functional. What are some solid business practices that can help us move our companies through this new and uncharted territory?
Consider these five.
1-Lead with a "yes"
Rudyard Kipling once wrote about the value of being able to “keep your head when all about are losing theirs.” Successful business leaders swim against the stream by demonstrating faith in themselves, their companies, and in the future of the partnerships with their clients.
In this season the only thing we can really control is how we react to our current circumstances. Do we give into the waves of doubt and pessimism, or can we choose to be a voice of positivity and optimism for our clients and collaborators?
... we can also protect our long-term viability by staying open to the reality that a "not yet" is completely different than a hard “no.”
A sure-fire way to stand out in this current economy is to purposefully identify areas where you can lead with a “yes,” even when doing so may push us out of our typical comfort zones. Conversely, we can also protect our long-term viability by staying open to the reality that a "not yet" is completely different than a hard “no.”
Everyone is having to reassess their realities and make difficult calls right now, so deliberately choosing to assume the best of the people we’re doing business with can help us move from the "contractor" category and into the "trusted partner" column.
2-Communicate in surround sound
While we all understand the importance of keeping in touch with current and potential clients, successfully steering our businesses through this season of social distancing will require a heightened awareness of how we’re "communicating in surround sound."
... broadband marketing tools like email and regular social media posts can help keep our clients' perception of your company positive and front-of-mind.
For instance, broadband marketing tools like email and regular social media posts can help keep our clients' perception of your company positive and front-of-mind. Utilizing custom video marketing tools can also help current and potential new clients stay aware of a company’s unique outlook and continued value moving into the spring and summer months.
Other channels of maintaining healthy lines of communication include texts, Facetime and phone calls. These kinds of personal touches are likely a degree or two more welcome during these times of social isolation than might have been true before. Work with colleagues or other professional marketing specialists to develop a strategy of being present and adding value without tipping into overbearing.
3-Lean into video conferencing
Another crucial strategy to foster ongoing collaboration with your customers will be to embrace the power of tele-conferencing. While there are a number of free tools such as Facetime and Skype, advanced subscription-based applications like Zoom and WebEx allow for broader video conference participation and screen sharing. These tools make brainstorming and sharing ideas across distances in real time far easier.
Alex Schwindt, Creative Director, Alex Schwindt Media, Raleigh, NC
Wise business leaders will invest the same level of preparation and intentionality into their video conference meetings as they do for business meetings that used to require air travel. Agree upfront who will drive the meeting and be as ready to take the lead or slide into a supporting role if requested by the client.
Wise business leaders will invest the same level of preparation and intentionality into their video conference meetings as they do for business meetings that used to require air travel.
Ultimately, we should do our best to keep the energy of a video conference meeting on of encouragement to your clients. Everyone’s feeling their organization’s way through these confusing times; knowing someone else is in their corner can make the difference between a meeting that’s successful and one that’s a setback.
4-Invest in the future of your client relationships
While things might look bleak in the moment, seasons like these are singular opportunities to bank a favor or two with clients we want to keep over the long haul. As much as is within our power, we should stay on the lookout for chances to say "yes" to offering assistance without asking anything in return.
Savvy business leaders will also look for creative ways to be as flexible as possible with quotes and invoicing. According to the Wall Street Journal, in April Nike is offering to pay 50% of the monthly rent that is due on their stores currently closed for business. In return, the company will pay their landlords a percentage of their sales for the next 12 months.
Their goal is to ensure that both sides of the business equation can survive in this season and thrive in the future. That sort of creative problem-solving will go a long way towards building a stronger long-term partnership.
... for professionals working directly with faith-based clients, it may be wise to avoid “Jesus Juking” your clients with Christian clichés like “you just have to have faith” or “God will provide.”
We should also look for the opportunities to connect with our clients on a personal level and make time to be a listening ear. It is entirely possible that no one else in their life is even asking them how they’re doing right now, and if there was ever a time to extend an extra hand of friendship it’s right now.
On that note, for professionals working directly with faith-based clients, it may be wise to avoid “Jesus Juking” your clients with Christian clichés like “you just have to have faith” or “God will provide.” Unless you are absolutely certain you know all of the details of what’s going on in their personal lives and with their families, you could be setting yourself up for a serious misunderstanding.
5-Bet on yourself
One crucial distinction between this current financial crisis and all of the economic crises that have come before is that we, as a country, are VOLUNTARILY shutting our economy down in order to saves lives. You didn’t suddenly lose your talent, your drive or your ability to add value to the world because of the COVID-19 virus.
So, during this unique moment in time, go ahead and bet on yourself. If you’re not sure what that looks like, ask yourself what you would do if this was a sabbatical you were purposefully taking to reevaluate and relaunch stronger than ever.
What would it take to realign your view of this season as something you have to endure? Could it also be a priceless opportunity? What is that skill set you’ve been meaning to add if there was ever time? How can you invest some of your under-utilized time to repair your infrastructure or reevaluate your current strategies?
On a personal front, is this finally that moment to make space to reconnect with your daily quiet time? Can you finally get some exercise and find some of that missing perspective you’ve promised yourself you’d get if you just had more hours in the day?
Remember, our purpose and our value didn’t end just because everything got put on pause for a while. Yes, things are difficult now. But instead of leaning into the loss, let’s do everything we can to be as ready as possible for what happens when the play button is reengaged.
