Disasters, both large and small, present a unique opportunity for entrepreneurs…
And before you get the wrong idea, hear me out. I’m not talking about taking advantage of people or capitalizing on desperation – NO!, in fact I’m talking about exactly the opposite: disasters present the opportunity to truly help people in need.
After all (and this may sound familiar), the true purpose of business is to create greater advantages and benefits for our customers – profits are the by-product of doing this well.
As strategic entrepreneurs, we may have both the means and the mindset to really help people overcome their problems – and in the face of a disaster, this type of leadership really exemplifies, illustrates and demonstrates our commitment.
The by-product of using your business to create good will for people, of course, is that people will then reciprocate – helping people is inherently good, and also builds your reputation as a compassionate, knowledgeable, and helpful business.
People want to do business with people who help them get more of what they want.
It should go without saying that any help you offer should be done with class and compassion – these people don’t want to hear your pitch. This is about them, not about you. Regardless of the severity of the situation, you and your company are there to help in whatever way you can.
And at the heart of this is a very simple principle:
Customer loyalty begins with loyalty to your customers.
This is no scheme, no marketing ploy, no trick…
People do business with companies they trust. Customers want to identify and associate with businesses with high ethical standards, who truly care about people (not just profits).
Now, being able to this kind of thing isn’t necessarily easy – it takes some creative thinking, it takes knowing what you can contribute…
And it takes planning ahead.
Disaster preparedness experts suggest having an emergency “go kit” for your business in case of catastrophe, but who says that this kit needs to be limited to your internal business operations?
If there is a way you can help your community, why not include it in your emergency plan? This could be anything from posting information on the front page of your website to providing shelter in your facility – only you know how you can truly lend a hand.
Having an action plan in place can even make a big difference in the smallest of “disasters.”
Look at Oreo’s brilliant Twitter ad during the Super Bowl power outage! During a time of crisis, Oreo used humor to diffuse the situation. They were able to react in the moment because they had a team ready – they were prepared for whatever might happen during the most publicized event of the year, and it paid off!
Any opportunity you have to ease tension, to make things easier on people, to solve problems or create solutions – these are all chances to make a memorable impact.
Whether it’s something as major as jetBlue’s Hurricane Sandy relief fund, or as minor as a local business providing free coffee to traffic cops out in the cold, it’s all about building good will, showing commitment to solving problems and becoming an industry leader.
Think of it like Superman or Spiderman (whichever you like better) – these heroes are mild mannered, regular guys during the day, but it doesn’t mean they aren’t wearing the suit underneath their clothes… Heroes are ready to spring into action at a moment’s notice, always ready to do the right thing…
And people will love you for it, too.
In your corner,
Charlie