Five Expert Tips for Navigating Unusual Times in Business.

While the ongoing Coronavirus Pandemic continues to cast a shadow, countless small businesses are grappling with uncertainty. My own business, much like many others, has felt the profound impact of this crisis. As business owners, we find ourselves at a crossroads, searching for the right strategies to keep our marketing efforts on track and maintain our relevance in these unprecedented times. So, what is the playbook for ensuring business as usual in these unusual times? Let us delve into five essential tips for business as usual.

As of March 23, a staggering 76% of small businesses had been hit hard by the health crisis—an alarming 23% surge from just ten days prior. Undoubtedly, those numbers have only risen since then.

While my business was categorized as essential, my priority was, and still is, to strike the right balance between sensitivity and survival. I have temporarily halted some business dealings to recalibrate my approach. The challenge lies in charting a course not only to weather this storm but to emerge from it stronger than ever.

I have carved out valuable time to reinvent my business, adopting a fresh and empowering approach.

My days are now filled with purpose as I immerse myself in writing, revamping my website, and nurturing connections with my family.

I will not deny it; I have felt a profound sense of disorientation, and in many ways, I still do. It is undeniably challenging to promote our services during a time when lives are being lost, unemployment rates soar daily, and our heroic healthcare workers bear the weight of caring for the sick.

I made the heart-wrenching decision to shutter my doors and send my dedicated employees home. To say I was concerned about the future of my business would be an understatement; that worry still lingers. Yet, in the midst of uncertainty, I have found solace in empathy, sensitivity, and a temporary pause. It has been a challenging choice, but one I firmly believe is the right path forward.

The Unrelenting Onslaught: Navigating the Noise of the Pandemic Era.

In these times of the Coronavirus pandemic, we are all affected—whether directly or through close connections. It is a time that calls for empathy and respect for everyone’s unique situation.

My email inboxes have become a battlefield of promotional bombardments from self-proclaimed “experts” offering discounts on their so-called masterclasses. Promising to unveil the secret to financial success “during these difficult times.” Then there are the relentless “business coach” emails, flooding my inbox with an astonishing 101 reasons why I should hire them, often arriving in triplicate daily. Thank you, but I will politely decline.

Let us not forget the department stores’ enticing deals that make me contemplate purchasing. However, receiving three to five emails daily from the same store is overwhelming, leading to swift unsubscribes. And the avalanche of invitations to virtual events feels never-ending.

These constant distractions create an atmosphere of fear and overwhelm. Some businesses are pushing their products and services with abandon, neglecting to consider the impact of their actions on others.

For smaller businesses, I strive to be understanding. I know they may lack guidance on proper etiquette, though common sense should prevail. But for larger companies with PR firms and advisors, it is disheartening. It took an entire day to unsubscribe from the chaos, liberating myself from the notion that I must emulate their tactics to survive—shame on those who instill that fear.

Five tips for business as usual in an unusual time

Here is what I did!

1) Mastering Communication: The Ultimate Business Survival Skill—COMMUNICATION IS PARAMOUNT.

In these extraordinary times, I have discovered the absolute imperative of communication—communicate, communicate, communicate!

• I took swift action by transitioning to a virtual office setup, a surprisingly smooth shift due to our existing paperless infrastructure. Working from home is no longer a choice but an absolute necessity. Regrettably, I had to let go of most of my staff, retaining only those whose roles could adapt to remote work.
• Our commitment to transparency extends to all our employees and independent contractors who are currently not actively engaged in projects. They remain fully informed of our company’s updates and relevant plans.
• To fortify our client relationships, I embarked on creating a dedicated newsletter. This communication channel serves as a lifeline to our valued customers and clients. We offer reassurance that we are still here and diligently taking every measure to enhance our service, ensuring efficiency as soon as possible.
• Furthermore, I made a personal commitment to be readily available for any inquiries or concerns from our cherished customers and clients. Leveraging social media as a resource has proven to be an invaluable tool in disseminating this vital information.”

2) Embrace Empathy: Navigating Emotionally Charged Times

In the midst of these emotionally charged times, sensitivity is not just an option; it is an absolute necessity.

• Every action we take, every piece of content we release, must be infused with empathy and compassion. It is crucial to approach our business endeavors with a deep understanding of the emotional landscape.
• If you ever find yourself wavering, unsure whether a social media post or a newsletter content is appropriate, err on the side of caution. In such moments, it is often wiser to decide against it, recognizing that preserving empathy and compassion is paramount.”

4. Harnessing Downtime for Growth and Planning.

In these moments of relative calm, it is perfectly acceptable to hit the pause button on immediate actions and allow silence to speak volumes. What is crucial, however, is using this time wisely.

Now is the opportune moment to channel your energies into strategic planning for the rest of this year and the next. After all, it is never too early to craft a blueprint for the future of your business.

• Consider innovating and expanding your services. Dive into creating robust policies and procedures. And fortify the foundations of your business in ways you have never explored before.
• Most importantly, let us remember to chart a well-thought-out course for what lies beyond this challenging period. Preparing for the post-pandemic world is a strategic move that can not wait.”

Many of my customers and clients have reached out to me—far more than I expected.

5) Identify Challenges and Clarify your options.

• It’s tempting to want to deal with only the right now, but long-term challenges will remain when this is over. So identify them now, and be as precise as possible to find the right solutions.
• Make notes of the pros and cons that will get you to flexible options that will ultimately help you.

Whether you’re a full-time business owner or it’s your side project—it’s essential to navigate the times we are facing. The show must go on—we must move forward. Many of us have been in business for a while, and this is no time to throw in the towel. Instead, it’s time to understand that we’re in different and sensitive times.

We all have a job to do and businesses to run. But being creative and moving forward with caution and compassion is essential.

Stick to your routines (mornings and evenings); if you don’t have established routines, this is the time to create them. Don’t feel pressured to make yourself available to attend every virtual event you’re invited to. You have to put yourself first and use this time wisely. Be polite and thank whomever for the invite — just let them know you’ll pass this time around.

Have a fabulous weekend — I wanted to send you something to ponder this weekend. If you’re doing other things not listed here, I’d love to hear about them. Leave a comment or send an email.

As Always, I’m sending Love — Stay Safe.

Cheers

XXOO

Nat

Articles like this one are written to offer practical advice, provide some entertainment, foster a sense of social cohesion, and remind us that life is still beautiful during these strange and isolating times.