Moving Past Panic

Slowly, tentatively, businesses around the country are being allowed to reopen and at least partially end the COVID-19 shutdown that began in the U.S. in mid-March. Last week, houses of worship were allowed to hold services in some localities, with plenty of social distancing mandated by state legislatures. Restaurants in many cities and towns are now able to seat patrons for outside dining only, with tables spaced wide.

A theater company in the Berkshire Mountains of western MA, an area that for 100 years has featured high quality plays, music and dance performances during the summer months, is negotiating with Actor’s Equity, the powerful union, to get permission to hire actors and stage a production or two in July and August.

So we can finally shift gears from park to drive and the forward motion is a relief after 10 weeks of a mandated standstill. But do we know where we’re going now and how to get the show back on the road?

Businesses large and small are in agreement on at least one thing and that is, we cannot go back and pick up where we left off. It has been said that one never steps into the same river twice because it keeps flowing and changing before our eyes. In the post- shutdown world, those who lead a business must make some adjustments.

Reframe capabilities

Quite simply, business owners and leaders are now tasked with discovering and responding to how customers and prospects feel about and are inclined to use products or services in the reopening. How might your organization address the now reframed experiences and expectations of customers and prospects as they, too, emerge from the shutdown? How can you repackage what you sell? What should your marketing message be now? How can content marketing and social media tell your story in a way that resonates with today’s redefined customer experiences?

Reframe operations

It’s almost a given that you’ll have to retool. Must you change how you deliver services because so many of your clients’ employees now work from home? Are client meetings now videoconferences? Have you been invited to deliver a workshop virtually?

Communication with clients will be key as you learn how your organization can most effectively deliver the value of your products and services to the end user.

Reimagining how to deliver your services online is an operational paradigm shift that your company must make immediately. You must also make the delivery of your services frictionless and engaging, for maximum perceived effectiveness.

Reframe relationships

Relationships may be the most important segment of your organizational response to the new and evolving business environment. Without appearing to violate boundaries, position yourself to clients as a partner. Encourage honest communication and share information that could be helpful to clients. Be generous in your pricing and payment structures when necessary and possible for your cash-flow and revenue needs. Make referrals.

Thanks for reading,

Kim

Photograph: Kim Clark. The former Algonquin Club on Commonwealth Avenue in Boston has been reframed as The Quin, a private club set to open in Spring 2021.