Anticipate your Customers’ Needs in Uncertain Times

If you seem to be spending too much time lately wondering where your regular customers are, try turning the tables. Don’t wait for them to come to you; reach out to them — inquire about their situations and what you may be able to do to help. This is a great opportunity to practice the “one hand washes the other” adage.

I received a call recently from a relatively new small-business owner saying she thought all of her customers had gone elsewhere. Her business was slowing down, even though she knew her services were still in demand. I encouraged her to step into the proverbial shoes of her customers.

Loyal customers don’t want to let you down, either. They may be staying away because they are embarrassed to let you know just how much they are feeling the crunch, too. Avoidance may offer the safest solution for now. You should take the initiative and visit them.

Let your customers (and potential customers) know you understand their position only too well. Invite them to come to discuss what you might be able to do together to strengthen each other’s position for the short term You may find there are many small businesses feeling isolated because they are in uncertain and downright “scary” times. Pulling together tends to bring out the best in all of us. Elicit, build on, and support the suggestions each of you brings to the table. Just imagine the benefits to be reaped when the slump is over.

Each of you knows your external customer chain: those people on whom you rely for your materials or supplies, and those who rely on you directly for your products or services. If you’re hurting, they’re hurting. Get them involved in the process of staying the course. Share the big picture and determine where each entity can contribute, as well as what they can contribute. Establish a time line and map out the problems you have identified and start talking about solutions. Assign tasks according to everyone’s strengths or primary area of interest. If you are all focused on the win-win for the greater good, who knows, you might even enjoy it. The ultimate rewards will be reaped in the form of businesses saved and relationships strengthened.         

Nancy Ansteth is a New York state-certified business advisor with the Small Business Development Center at Onondaga Community College. Contact her at anstethn@sunyocc.edu or (315) 498-6072.

If you seem to be spending too much time lately wondering where your regular customers are, try turning the tables. Don’t wait for them to come to you; reach out to them — inquire about their situations and what you may be able to do to help. This is a great opportunity to practice the “one hand washes the other” adage.

I received a call recently from a relatively new small-business owner saying she thought all of her customers had gone elsewhere. Her business was slowing down, even though she knew her services were still in demand. I encouraged her to step into the proverbial shoes of her customers.

Loyal customers don’t want to let you down, either. They may be staying away because they are embarrassed to let you know just how much they are feeling the crunch, too. Avoidance may offer the safest solution for now. You should take the initiative and visit them.

Let your customers (and potential customers) know you understand their position only too well. Invite them to come to discuss what you might be able to do together to strengthen each other’s position for the short term You may find there are many small businesses feeling isolated because they are in uncertain and downright “scary” times. Pulling together tends to bring out the best in all of us. Elicit, build on, and support the suggestions each of you brings to the table. Just imagine the benefits to be reaped when the slump is over.

Each of you knows your external customer chain: those people on whom you rely for your materials or supplies, and those who rely on you directly for your products or services. If you’re hurting, they’re hurting. Get them involved in the process of staying the course. Share the big picture and determine where each entity can contribute, as well as what they can contribute. Establish a time line and map out the problems you have identified and start talking about solutions. Assign tasks according to everyone’s strengths or primary area of interest. If you are all focused on the win-win for the greater good, who knows, you might even enjoy it. The ultimate rewards will be reaped in the form of businesses saved and relationships strengthened.         

Nancy Ansteth is a New York state-certified business advisor with the Small Business Development Center at Onondaga Community College. Contact her at anstethn@sunyocc.edu or (315) 498-6072.