by Dina Giolitto

It’s tempting, when the news headlines are screaming about government financial bailouts, to just sit there with your mouth hanging open as you ponder what might happen to your 401K.

However, in tough times, the LAST thing you should be doing is waiting for further instructions.

If you were a Boy Scout (and even if you weren’t), then you’re no doubt familiar with their catch phrase: “Be prepared.” That’s about the best advice anyone can give. And it’s especially relevant when managing a business.

When people start to clutch their purse strings more tightly, and supply and demand turns on its head, here’s what you need to do RIGHT NOW to ensure that your company stays afloat in trying times.

Lose the dead weight.

Fortune 500 Companies feel no qualms about it; neither should you. We’re talking about survival, not about handing out paychecks like goodie bags at a kid’s birthday party. Can you afford to keep doling out the daily responsibilities to people who feel ambivalent about carrying them out?

Take a long, hard look at the people who work for you - even if they’re only part time or by-the-project freelancers. If their heart isn’t in the job, and if they’re not 100% dedicated and engaged in the work, then you really don’t need them. Find better people who care about delivering an incredible customer service experience. Do it today!

All you need to do is graze a couple of different social networks to see how many people are slacking off at their jobs. Some even blatantly advertise this information. These people should be fired! Maybe it’s not their fault that they have nothing going on. In that case, perhaps the position needs to be eliminated.

Everyone has lots of criticism for the Big Bad Corporations who heartlessly toss aside their beloved employees like yesterday’s trash. But who can blame them? Many people aren’t doing REAL work!

Tough up customer service.

Have you been on the phone with Verizon lately? Do you get the distinct feeling that NO ONE is listening to your problem… that the voice at the other end is merely rattling off lines from a pre-written script? Does it infuriate you when you ask a question, and again, the customer service rep goes back to READING THAT SCRIPT? And a very simple problem, that could be fixed in seconds if only the other person would accept responsibility… but instead you get bounced around from department to department, and NO ONE can help you?

You can’t deliver personalized service AND read off a script. It just doesn’t work that way. And maybe the utility companies ignore this because they have no competition. But you do. So if you want to continue to please your customers, and to keep new business coming in, then step up your customer service effort.

Communication is a large part of that. Yes: a lot of people who do business with you will ask the same questions, over and over. You can consolidate your answers to these. You CAN create scripts - FAQ’s, templates that can be used over and over. But DON’T let the pre-scripted information take the place of real, human interaction. Don’t let the computer replace human minds that are engaged and working to solve problems.

Create systems; develop processes; build teams.

When you automate processes and procedures, you ensure they’ll be carried out properly, each week, like clockwork. When more gets done, your business thrives.

What instructions can you provide to make it easy for new employees to jump on board with your company policies and procedures? Will you put these instructions in a safe place, so you can access them easily when you need to?

Think about the tasks that you can outsource RIGHT NOW to ensure that you reach your sales goals for next month. Gather together the people who you know you can count on to represent your business well… get the job done right, and on time. Make sure they’re the kind who take pride in their work and who aren’t afraid to accept responsibility. When your workers love what they do, it drives productivity and that drives profit.

Who can you add to your A-list of team players?

Market proactively - and always be marketing.

Let’s talk about those unsettling news headlines again. Are we going to sit there, gawking at the potential terrors we may be facing? Or are we going to plug into reality and make a plan to ensure that we continue to bring in revenue?

Change is coming. A new season means a new reason for marketing, and connecting with your customer. It’s time to spin the current state of national affairs into a soft sell for your business. Really - you need to start working on your future RIGHT NOW.

Are you ready to step up and be the Voice of Authority in times when people feel lost, afraid, and unsure of where to turn?

What about value: what can you offer to your customers that will be of REAL value to them… something that helps them to get to where they want to be - in life, with their own businesses, with their families.

Develop that marketing “hook” or “handle” for making what you have seem appealing. Consider all the different marketing channels you can take to broadcast your message. Have you thought about expanding your website presence? Doing a newsletter that really makes people think? Sending mailed postcards so you can get a jump on the upcoming season?

What about newsworthy events? Many companies have “gone green” and are making sure their customers know about it. Is your company up to speed with the current sentiments of the day? Do you support the same values as your clients? Have you TOLD them about it?

Prepare for change.

When the economy shifts, so does the mindset of your customers. Priorities and attitudes change. People may not be willing to spend money on what they spent it on just last year. Because of that, you need to take stock of your business model and your deliverable. People still have jobs. They’re still running businesses. They still need to support their families. They still want to have fun. Where do you fit into the picture?

What can you offer your customers, that they WOULD be willing to part with their hard earned money for? How can you position your product or service as being INDISPENSIBLE, even in times of economic hardship?

Will you need to rethink your pricing structure? Switch to a membership-based business model instead of whatever you offer now?

How can you always be one step ahead of whatever is happening in the consumer world?

Just a few things to consider as we wake up to the reality of what’s happening around us.

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Email Dina@Wordfeeder.com for a copywriting or website marketing quote today.

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