By Chris Cicchinelli
If your business wasn’t tested during 2020, then you were one of the lucky ones. The rules changed every day, and no one knew what the future would hold. That, my friends, is the definition of a business crisis—unexpected, outside forces that make you change course to keep moving ahead.
Most businesses, large or small, should have a crisis plan on the shelf. You hope, of course, that you never have to take it off that shelf and use it. But as a business owner, you have to be ready for anything.
While none of us may have had “pandemic” on our business bingo card, that doesn’t mean we didn’t have a plan to keep our heads above water and keep sales going. Starting a business means having a plan of operation that will fit whatever circumstance may arise.
Start with a SWOT analysis
Many of you probably sat down and put together a business plan before deciding to start on your own. If you didn’t, start now with SWOT analysis—strengths, weaknesses, opportunities, and threats—to gauge if your idea will work. Then put that analysis into practice by growing the strengths and opportunities while managing the weaknesses and threats.
Make marketing a priority
So, you may have a business plan, but do you have a marketing plan? Can you sell yourself and your business? “But, Chris, won’t my business sell itself?” you might think. Well, you could have the greatest product in the world, but if no one knows about it, it really doesn’t matter.
Social media is the perfect venue to market your business. Tell people what you’re doing. Tell them your story and why you’ve decided to do this. Make it a personal connection. Then invite people to share your story (and contact information!) with others.
Make marketing a priority, not an afterthought. People can’t buy from you if they don’t know about you.
Establish yourself as an expert
Another way to make your business proactive is to make yourself an expert in your field. At Pure Romance, our consultants get a lot of questions—intimate questions—from their customers. And they need to offer educated, thoughtful answers. That’s why our motto is “empower, educate, and entertain.” We give our consultants the tools they need to educate themselves on issues concerning sexual health so they can educate their customers.
If you establish yourself as knowledgeable in your field, you automatically help market your business. Write a regular blog. Volunteer to give interviews to local media. Offer your services as a speaker to professional groups in your area. You’ll be seen as an expert. You’ll become a trusted source of information, and prospective customers will remember you and your business.
Stretch your boundaries
“But, Chris,” you might ask again, “I don’t feel comfortable speaking in front of a business group.” Listen, there’s nothing wrong with stepping out of your comfort zone and stretching your boundaries. It’s another sign of business growth if you can overcome some of your fears, real or imagined, for the good of your company.
Go back to that SWOT analysis and come up with your strengths and weaknesses, opportunities and threats. Play up your strengths and opportunities and turn your weaknesses and threats into assets. Be proactive in your business planning, and you’ll be ready for whatever comes your way.
