In uncertain times, sell consistency
In uncertain times, sell consistency

By on in Agency Life & Leadership

In uncertain times, sell consistency

Lolla was on. Jazz Fest is off. Ecommerce is exploding but no one can get shipping boxes. Full-timers are going freelance, and their dockets are already full. And work-from-home feels like a revolving door.

Many of our clients have settled into their new digital business models, including those whose products are 100% physical or experiential. But after nearly two years of constant pivoting, “the new normal” feels more like a sustained spin.

What do you do when you can no longer predict what the next year, or even month, will look like?

 

If you don’t have a product, communication is your product.

A tale of two contractors:

In the spring of 2020 my partner and I decided to upgrade our outdoor space; our little screened in porch was going from acceptable to eyesore. Home renovation was a bright idea shared by roughly 99% of our fellow homeowners across America at the time. Naturally, we were thrilled to find a team who could come do a site visit in June and commit to provide plans by late August. Late August came and went with no response to emails or calls. By mid-September we received an email apologizing for the delay, but they were totally backed up and would not be able to take on our project. At all. The architect was also due to give birth in about a week.

Neither the global supply chain or the arrival of a new baby were factors within their control, but suffice to say…they weren’t surprises either. Should a neighbor ask about our experience finding a contractor, this “funny” story about their business will probably come up.

Conversely, a luxury home builder we know also spent most of last year navigating delays. The problems all stemmed from the supply chain, but they didn’t want to feed their well-heeled clients excuses. This year, they’re explaining the issues clearly, showing customers where their materials and permits are via an online portal, and they don’t start demolition until everything is on site. Delays are disappointing, but this business is using them as an opportunity to build more trusting relationships with their clients.

Everyone understands that there are global challenges right now. Being honest about how your business is affected—and what you’re doing to solve the problem—is the best way to help clients feel like they are getting consistent value from your business even if it’s not the product they paid for.

 

Consistency for your team comes first.

Nobody does their best work when they feel uncertain or unsafe. Some industries—and many middle managers—are convinced that people have to be in the office in order to perform. (And, as we noted a while ago, research demonstrates otherwise.) At FATFREE, we made a definitive choice to go 100% virtual—the stability of our work day patterns and practices have been a ballast for our corporate counterparts.


Everyone understands that there are global challenges right now. Being honest about how your business is affected—and what you’re doing to solve the problem—is the best way to help clients feel like they are getting consistent value from your business even if it’s not the product they paid for.

Prioritizing your people is important any time—but it takes on even greater import when workers are jumping ship in droves to start their own businesses. Today’s employee may be tomorrow’s competitor.

“But I thought the customer comes first,” you say.

Well, sure. But employees who feel like they’re on shaky ground—either because of the economy or decisions from leadership—can’t put their focus on high quality work. If you have to make a choice between letting a customer unload their own stress on your employees or standing up for your team, the answer is always the team.

Even when we’re all face-to-face again, there’s likely to be a segment of your employees or audience that will want to proceed carefully. If you’re looking for support and stability in your business, contact FATFREE today.