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Greetings!
The recent tragic events in Haiti remind us that despite
the economy we are OK, more than OK. What if those
pictures were of your business? Let it serve as a wake-
up call to take steps now to protect it from disaster.
When Disaster Strikes
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What's Your Plan B?
We've all been moved by the sheer magnitude of the
disaster in Haiti. I've also been impressed by the
response to that disaster. One of the biggest
problems shortly after the earthquake was the traffic
jam at the airport - there were so many planes trying
to deliver aid that some had to be turned away for lack
of space on the ground to land.
The disaster illustrated two very important concepts:
the will to help and the ability to respond. The Red
Cross seized upon the opportunity. Within hours I
noticed ads saying I could text "Haiti" to a number and
give ten dollars to the Red Cross to support their
efforts. The charges would appear on my cell phone
bill. It was brilliant, a simple but highly effective
campaign. The logistics, however, were probably
complicated. So many providers to negotiate with,
details to work out, ads to create, television networks
to talk to, and so on, that it's hard to believe the idea
was generated the day of the earthquake. Their
marketing effort was timely and their "sales" results
were impressive.
But, all this was after the fact. Limiting death and injury
requires action before disaster strikes. Earthquakes in
California resulted in changes to the building codes
and more sophisticated engineering of structures.
Hurricanes in Florida have resulted in changes to the
way structures are built and how people are warned.
The tsunami in the Indian Ocean resulted in a multi-
national early warning system. Deaths and damage
will be prevented in the future.
If disaster strikes your business, are you prepared? Is
your computer information backed up on a periodic
basis and stored off-site? What would you do in the
case of a fire or flood? A blizzard? What if one of your
key employees is injured or becomes ill - or quits?
How will you keep your business running, what's your
plan?
It doesn't need to be complicated, simple is probably
better. If you have an accessible copy of you important
information, whether written or electronic, you're
covered. It's easy enough to set up a temporary office
elsewhere if you have phone and Internet service. If
every key employee has a person or persons to
assume their duties you can get by for a few days and
your customers won't notice the difference (these
people do go on vacation don't they?). There are many
temporary help agencies that can provide adequate
help for a period of time if you have defined your needs
and talked to them in advance.
Like insurance, planning softens the financial blow.
And, planning is inexpensive - it just takes time.
Implementing those plans might require a modest
investment but can you afford not to make that
investment? How much will it cost to be out of
business for a day? That's the real bottom line.
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Focus on Sales
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Why was the Red Cross campaign so effective? It
was timely, yes. It met an immediate need, also true.
But the most important fact was their knowledge of
their "customers", the people who might
donate.
Do you know your customers well
enough to know what moves them to action? Maybe
it's time to find out.
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Networking Tips
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That desire to help another human being is also
a lesson in networking. To be a great networker is to
give aid with no expectation of reward, just the
satisfaction that you've helped another person. If you
doubt this, try it at one event. With every person you talk
to, try to find out how you might be able to help right
now. See what happens - and how it makes you
feel.
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Consider Sales Mastery
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My first Sales Mastery group will be starting on
February 11, 2010. This program is designed as a
Mastermind Group for professional salespeople, Over
the course of a year we will meet monthly to expand
sales and marketing skills, hold each other
accountable and improve our results. This will not be
sales training, we know how to sell. This program is
designed to take participants to the next level using
the Sales Mastery program and our combined
knowledge and experience . Join the
group and enjoy the results. For additional information
and to apply for a seat, call Dave Ferguson at (847)
968-
2468.
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