Remember life before the March 22 PAUSE? Many of us in the professional services industry had big plans for our companies in 2020. I did. Unfortunately, life happened in a way none of us expected. And that’s often the way life happens. 

Since we got the stay-at-home order, the only thing that changed for some companies was that staff began working from home. But many others are facing more serious challenges—some existential. 

History has shown that the strongest brands, the companies that survived challenging times, had one thing in common—they pivoted when they needed to. They adjusted their offerings to meet new needs, or they provided their services in different ways.

Without question, the biggest challenge we face now is uncertainty. When will the stay-at-home order be lifted and to what extent? (Governor Cuomo of New York says May 15, but that may change.) How will business happen at that time? When will a vaccine be created, and what will the business landscape look like then? It’s likely that things won’t be exactly the same as they were before March 22, 2020. 

If your company is facing challenges and you’re considering a pivot, here are some questions to consider:

• How have your clients’ needs changed as a result of the crisis, and how can you pivot to meet them?
• How can you optimize the client experience now that business is largely being conducted from home?
• What information and resources can you share with your audience in order to remain top of mind?
• What do you want your business to look like 6-12 months from now?

Crisis creates opportunity for businesses that can respond to changing needs. In fact, such times can provide the perfect incentive for companies to align operations with their underlying purpose, even—or especially—if the way they execute that purpose changes.

• A leading provider of office furniture here in New York City has shifted its focus to furnishing hospitals and other healthcare settings.
• With many companies furloughing personnel and tabling hiring decisions, a staffing company has refocused its efforts on placing nurses and other healthcare works.
• When remote working canceled all previously booked classroom sessions, a training organization shifted its resources to launch a virtual course. The crisis nudged the team to accomplish in one month what it had discussed for more than two years.

If it’s not possible to adjust your services, then you can shift the way you position your company. One way to do that is to become a resource by sharing information with your audiences, which allows you to stay top of mind with, and bring value to, existing contacts and future clients.

• A growing title insurance company has begun hosting weekly webinars that educate audiences about the ongoing changes in the real estate market.
• A respected consulting firm has been facilitating town hall videoconferences where their clients are able to share market observations and best practices with each other.

It’s been said that, “necessity is the mother of invention.” What unmet needs can your company fill? How can you apply your expertise or assets to solve one of the many challenges facing our community or country? How can you shift the way you offer and deliver your services? How can you best position your company as a resource for those who may eventually need your services?

At LETTER 7, here’s how we’re helping clients:

• Brainstorming ways to pivot.
• Updating their brand language and marketing collateral to reflect their pivots.
• Creating promotional materials for webinars, virtual events, and other online activities.
• Creating content and campaigns that offer resources and show thought leadership.

Best regards and stay safe.