Now is not the time to stop and pull back your efforts to secure new business – it’s quite the opposite.
In any downturn, (pandemic or not) when business is slowing down you need to absolutely cut all overhead… except those areas that will bring your business back to life! Redoubling your efforts in Marketing, Advertising, Business Development, PR and Sales will allow you to gain an edge over those who cut everything with a broad stroke and have no strategic perspective. The one very critical exception is be sure that you have the best people around you. For those who did not deliver the goods previously, now is a great time for them to move on, but don’t go quietly through these times without being heard. Maintain or increase efforts to develop new business and your recovery will be shorter than the rank and file who are guided by fear. Good luck to you all.
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