If you’re a leader navigating your business through these uncertain times, the obstacles can seem overwhelming. It’s a relief to know there’s one truism that will always remain the same, regardless of the turbulence around you.
That is; your business has by far its best chance of surviving if you align it entirely around your customer. Let them be the beacon that you steer towards and what makes your business stable.
And then, your commitment to your customer will be key to your future prosperity.
Hopefully, you’ve been keeping on your existing customer’s radar, so you spring to mind first when this is over.
But also, perhaps it’s time for some purposeful recalibration. When you don’t know what the future looks like, it’s best to start by re-evaluating whom you want your customer to be. After that, you can think about how you can best serve them.
I recently worked with someone who said she hated working with builders. And yet, builders made up 90% of her paying customers!
We’ve all experienced how easy it is to fall into patterns and then how difficult it is to get out of them. Sadly, many ties are disintegrating right now, but at least we can thoughtfully and purposefully build new ones.
When choosing customers, consider who inspires you; which people and organisations you enjoy serving.
And make sure you have a strategic marketing plan to help you find, understand and provide value for your customers and define your long-term goals. As an alive, evolving document, a good marketing plan will give you direction in any situation.
If your customers are your beacon, a marketing plan is your friend and guide that will help you traverse the rough terrain towards them most efficiently.
For those of you who already have a good marketing plan and will weather this storm, make sure to revisit it more often than usual during this unstable period.
Businesses are in an uncertain environment that’s changing daily, but focusing on your customers and your long-term goals can give you stability and energy.
History shows that companies that come through the other side of crises come out stronger than ever.
So I’ll sign off with a quote from Charles Darwin: “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”
Focus on the evolution of your customer and make sure you evolve with them.