Today, we are seeing four different approaches from professionals who, until March, were having yet another solid year. The first is the panicked approach. This approach includes hoarding meat, wine and cheeses. Panicking folks have accumulated enough toilet paper to last for three years. They are hibernating. They are scared. That’s probably not you, because you are reading this article.
The second is the petrified group. They may not be turning into stone, but they are stuck. They might be wondering, “What do I do?”
The third group is the proactive group. They’re out there. They’re making calls. They’re talking to their clients. They’re going forward. Those who are productive are having success and having conversations. The gatekeepers are gone. But just being proactive is not enough.
Because there is a fourth “P:” those who have pivoted. What was Hanes, the maker of underwear, doing in April? Making masks. What was Tesla doing? Making ventilators. What are you doing today? If your answer is, “The same thing I always have,” you will become obsolete — at least for the foreseeable future. You must pivot and pivot now.
I recently woke up in a combination of excitement and apprehension knowing we needed to pivot. I knew that people would immediately panic and stop investing in themselves.
It happens every time there is a major market shift. However, I have found those who invest in themselves while everyone else is hibernating are the ones who end up on top during and after a downturn. I knew we needed to change our approach and our offerings. After two weeks, we’ve completely redesigned everything we were doing and launched a new offering to the market.
You need to take control of your business today and reposition, redesign or remake your offerings to an audience that is no longer the same as it was in February.
You need to go out and determine your best role right now for your clients, yourself and your family. Don’t just think about today; think about next quarter and next year. The market is going to change. As I write this article, we would normally be in the middle of “March Madness,” the NCAA Division One college basketball tournament. Its motto is, “Survive and advance.” It’s now your turn to not only survive but thrive and advance.
The most impactful approach you can take today related to your financial and professional health is to become a “growth agent.” Be the resource for all your prospects, clients and network. Build your own network of resources and leverage them to become the go-to person among your clients.
Here are three questions you need to answer to get through the next two months, six months or longer.
What’s Your Pivot Plan?
What specifically will you do to reposition and/or build your business? What will you offer to the market that will resonate, will add value and, perhaps, that people will be willing to pay for? This may not be an easy question.
What’s Your Relaunch Plan?
Where are you going to grow now? The fact is that you need to realize that you got yourself where you are today. I’m not talking about the pandemic. I’m talking about where you are right now and where will you move forward. If you aren’t in the position to take the financial hit this crisis is causing, why not? What must you do to build a sustainable business to absorb these hits better than others?
Are Your Clients Calling You?
If not, why? People are calling their most important relationships for guidance. No doubt you have probably called your accountant, perhaps financial advisor and maybe even your preacher. Are people calling you? If not, you have not separated yourself as someone who can help. And if they are not calling you, who are they calling?
Today, you have an incredible opportunity to review, reflect, reposition and, yes, pivot. If you think hibernating is the answer, you are already obsolete.
Rod Santomassimo
The Massimo Group
rod@massimogroup.com
800-517-5542
