Pivoting through the Coronavirus Lockdown

I have been reading a lot of business articles “what to do” now AND as the coronavirus allows businesses to emerge. Many are on the mark when considering what customers need right now, and how that might change in the near term--that is when we gradually emerge from this coronavirus pandemic. I read less about and how companies will bend their strategy and tactics over the next year OR prepare for the next unexpected crisis.

Many of the changes are entrepreneurial and might just be temporary, but can indicate how businesses might evolve. One I particularly like is Red Roof Inn. They are hiring out rooms for use during the day to accommodate those who want to work safely in isolation away from home. They provide many of the amenities you’d want for work, discounts for additional COVID services, and even allow your well-behaved dog to accompany you at no additional cost. My colleague, Tim Powell, did a nice write-up about temporary versus potential permanent changes which he terms value pivots.

In my competitive intelligence business, I hit the reset button about 10 years ago. I had been doing mostly competitive intelligence collection and analysis for over 15 years, and frankly it was Win:Loss. Win for my clients: Loss for their competitors. I gained great experience conducting cold call conversations, and decided I wanted to upgrade to warm calls. Cold calling had become more challenging as people so seldom answered their phone. In fact, many hate the phone, and feel you’re being rude by interrupting their workday.

Thus, I pivoted to conduct in-depth, warm conversations, with my clients, their customers and potential customers, at various stages in the selling cycle. This felt good immediately. It’s Win:Win. My clients learn what’s on their customers’ minds; what they value; what they don’t; perceptions of the competition; and so forth. Customers and potential customers also win, although they might not realize it at first. They are being listened to. They can tell me whatever they want, and I’ll make a note of it and share it with my client, particularly action items. There are not enough listening ears. I wonder if now, there will be more listening ears: listening one on one in conversation rather than through those innumerable, cold surveys that companies throw at us indiscriminately.

So enter coronavirus. I am hoping we emerge as a kinder, gentler world. So many of us are looking after each other personally and professionally, in ways we hadn’t before. We didn’t have the time, or so we thought. Maybe we will take the time to be more connected, really connected, not just through social media, which is the lifeline for many of us during coronavirus in our isolation. Connection is a strong human need, and presently we’re missing hugs and other physical contact, except for those under our roof, if we have such companionship. We live in fear for our lives and those of others.

I hope companies will take the time to contemplate and study the changing needs of their customers and potential customers. Some needs will continue while others are emerging or will emerge due to the effects of coronavirus on their business. I hope there will be more Win:Win relationships established between companies and their customers. I hope companies will plan for the next crisis, rather than react.

I hope we have noticed that mother earth and many forms of nature are happy with the lack of pollution during the coronavirus. We can’t turn the clock back, but we can consider more ways to care for our planet.

On a personal level, I hope people continue to serve those in need, since many will still have those needs after the coronavirus. The elderly will still need help getting groceries. People who live alone will still be lonely, even though they might be able to get out a bit more.

As individuals, we can make a positive contribution by reaching out to help others during this time. And we have time to think how we will continue to serve as we emerge from the isolation that is our life today.