OPERATING AND MARKETING IN AN UNPRECEDENTED CRISIS

The COVID-19 virus is sickening and killing people and economic activity the world over. The speed with which society has had to react to the virus and curtail business operations is unprecedented. Many business owners are shellshocked and wondering how to keep their enterprises afloat with vanishing demand, sick or sheltered-at-home employees, and suppliers shuttered.

But there are three things leaders can do to help their businesses and their communities weather this storm. And they're simpler than you might think.

1. ​Focus on your customers and their needs -- Your existing customers have a lot of needs and questions right now. Don't wait for them to come to you. Proactively reach out to them. Go above and beyond to serve them and their needs right now. With clear actions and messaging, remind them why they originally selected you as a partner.
   
   
2. Communicate and act in an authentic, caring way -- Be real, be honest, and be simple. Don't overcomplicate or confuse. If you don't have an answer yet, admit that. But talk about what you're doing to get to an answer. Demonstrate empathy in both words and actions. Determine what your company can do to serve the greater good of society during this challenging time. Corporate Social Responsibility never has been more important. Those companies that are helping out in concrete ways today will be remembered tomorrow.
   
   
3. Only market those products that are particularly relevant today -- Prospects and current customers are only going to buy what they absolutely need right now. So don't try to sell them something they don't need. Understand their current needs and offer the solutions you have that meet those needs. If your product or service is not considered essential at this moment, find a way to donate your company's time or resources to essential services and share what you're doing. The good you are doing will carry some weight right now.
   
   

Now is not the time to retrench or embrace fear. Nor is it a time to be bold or insensitive. But a clear, compassionate, service-oriented approach to business operations and marketing can resonate in today's world. The benefits you reap from that approach will help you and your business get back on your feet more quickly when the the virus peters out and the economy inevitably bounces back.