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A Different December
 Nationally, retail businesses
see an uptick in activity and forecasters are projecting that even non-retail organizations are poised to break out of their recent doldrums. Economic challenges in the Euro-zone and the depressed housing market still weigh heavily on the world's economy and are fueling intensified competition. However, these same challenges bring opportunities, especially to small and mid-sized businesses.
When promoting your business consider the role that preparedness can play in marketing. Highlighting your investment in this area presents it as an advantage to your clients and  customers. For example, consider joining the American Red Cross Ready Rating program. This is a quick and free self-assessment providing feedback on your level of preparedness and rights to display a Ready Rating sticker at your business and/or on your website. Encourage your trading partners to visit the FEMA-sponsored Ready.gov or Insurance Institute for Business and Home Safety websites and take advantage of their free resources. Post information on your website that makes a strong statement about the firm's commitment to continuous operations and top customer service, even in times of crisis.
Find ways to turn your preparations for emergencies into meaningful messages to your clients and customers. If you are among the many organizations that send an end-of-the-year summary and holiday greeting note, include a short discussion about your investment in being prepared for unexpected disruptions. Stress that your business is spending time and resources on being ready for a disaster so that you will always act as a dependable and reliable partner. Make it clear that your business takes preparedness issues seriously. This statement will encourage your clients and customers to do the same and will increase their appreciation of your commitment to their success.
 As you reach out to your clients about the importance of being prepared, do the same for your employees and their families. Encourage them to have a family emergency plan. Point them to the same resources listed above and consider having a company meeting to discuss personal and company preparedness. A workforce prepared to deal with emergencies can be a significant competitive advantage should a crisis occur.
Make this a different December by stressing your reliability, dependability, and staying power. Turn preparedness into a competitive business advantage. Let your clients and customers know that even if a disaster happens, your investment in planning will mean when it is over your business will be there and ready to resume!
Happy Holidays!
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-Don Byrne
Don Byrne is an SDMI Senior Fellow of Private Sector Resilience. He is a professional continuity planner and recognized expert in the field of disaster and crisis management. |
