It goes without saying – we’re in uncertain times.  

Many businesses are closed or operating at a very limited capacity. Consumers are afraid. Behavior is erratic. Many are worrying whether they’ll even have a business at all when this is all over. 

 It’s all very uncertain, and scary. 

 But, here’s the thing. Right now, the majority of business-owners and professionals are laser-focused on what they can’t do: 

  • We can’t be open normal hours. 
  • We can’t take customers inside our business. 
  • We can’t hold the events we would normally hold. 
  • We can’t work in the way we’re used to working. 

Focusing only on what you can’t do is a sure-fire way of allowing our current situation to stagnate your business and chip away at your connection to your customers.  

Rather than focusing on what you can’t do right now, focus on what you CAN do. 

When you can’t focus on revenue, focus on relevance. The smartest and savviest professionals and business-owners are using this time of uncertainty and fear to increase their relevance with their customers. They’re connecting with their customers on a basic, human level and building rapport and connection that only deep emotion and shared experience can.  

At some point, life will return to something that feels more normal, and the businesses that focused on deepening their relationship with their customers will be the ones that hit the ground running.  

The businesses that became irrelevant will struggle more. 

You don’t have to, and shouldn’t, spend this time focusing on what you can’t do. Focus on what you absolutely can do right now – build relevance with your customers. Meet them where they are. Empathize. Be of service. 

Here are 3 ways to do just that: 

Connect with feelings 

Yes, you’re feeling afraid and uncertain right now, but guess what, so are your customers. Be authentic about how you’re feeling, validate your customers’ feelings, and connect with them on a basic, human level. 

Anticipate needs 

Your consumers’ needs are likely slightly different today than they are when times are more normal. Take a human-centered approach and anticipate how your customers might want to interact with your business and what their unique needs might be in this unusual time. 

Be of service 

Once you’ve identified those needs, be of service. How might you offer a free, light-weight, or temporary service that will provide value and fulfill an immediate need for your customers while simultaneously building rapport that will become the bedrock of your business when these uncertain times are over? 

Difficult times force us to make decisions about who we are and who we want to be. What kind of business or professional are you? Who do you want to be when this is all over? 

Want some help? 

It’s not easy to go it alone. We’re here to help.  

Check out our webinar replay focused on Relevance During Uncertain Times.  

We’ll take you through a proven framework to focus on relevance during these uncertain times to build connection with your customers and set you up for a successful return to normalcy.