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All In Or Out? How Business Owners Can Deal With COVID’s Cloudy Future

By Michael Sipe

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As the coronavirus pandemic continues, small businesses have reopened across the nation but certainty and optimism are a long way from being restored.

 Spikes in infections in many states, double-digit unemployment, consumer and lender concerns, and steep economic challenges in the wake of a long shutdown make it difficult to forecast if and when many companies will fully recover. 

Small-business owners — many of them baby boomers and in the retirement-age range — are in a difficult position trying to decide whether to risk staying in business or sell and cut their losses.

We are in the early stages of a depression that’s going to go on quite a while. Many small-business owners are in their 60s and 70s, and they’re tired and beat up. Some recovered from the financial collapse of 2008, but now they’re getting hammered again.

Customers and employees are scared or nervous. The supply chain is a big problem, and there is this crazy situation where prices are going up because of the shortages, but meanwhile we have a depression because there are not enough transactions.

 Here are three suggestions to small-business owners as they try to sort out their future amidst so much uncertainty.

• Quit. A lot of people are going to do that. And if that’s the decision, they should quit fast. Don’t drag this out. One of the things that happened in the recession of 2008 was people refused to face reality, and it cost them everything — their savings and retirement. If you are 60 to 70 years old right now and don’t know if you can gut this out another 10 or 15 years, then cut your losses. You will have a little nest egg now as opposed to spending all of it trying to bail the business out.

• Reinvent. If you’re not going to quit, then you have to change. Just slugging it out and hoping it’s going to get better or that it will get back to normal — that kind of thinking is ridiculous. We have huge structural problems as a country. So if you’re going to reinvent, you have to come back to the fundamentals of business. The owner has to back up and say, “What are the fundamental concerns of customers we are actually trying to address here?” And focus energy on those prime areas that are going to move people to pay a good margin for your product. Don’t ask why it’s not easier; ask how you can get better.

• Be flexible. Given the fluid state of our world, changing some of your business model and processes may have to become a habit. The next thing business owners have to do is realize what they changed today may need to change tomorrow. The innovation has to happen every day. That has a lot to do with listening to customers and anticipating what they would respond to. Engaging with customers and engaging in the innovation process for owners is absolutely critical. If an owner is not willing to try to get that figured out with and for their customers, they’re going to fail.

The business has to be infused with a fresh energy and a fresh passion. If you’re not going to quit during these extremely difficult times, that means you have to get back in the game. And you have to play hard because this is going to be tough.   

Michael Sipe, author of “The AVADA Principle,” is founder of 10x Catalyst Groups (www.10xgroups.com), which helps entrepreneurs grow profitable and thriving businesses organized on a foundation of Biblical principles. Sipe has also enjoyed a successful 30-plus year career in mergers, acquisitions, and business development as the founder of CrossPointe Capital, a middle-market investment-banking firm. 

 

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