Make a comeback faster than your competitors. Rather than sitting and waiting to see what the market does and how things change, take control and be ahead of your competitors by following these six steps:
Step 1: Knowing What You Are About
Many organisations made the mistake during the boom years of being something to everybody. Now is the time to focus on your core products or services. Know who you are, and associate with your identity whether it is an old identity revamped or a completely new one. Make ‘who you are’ clear with your employees, clients and customers. Know what you are about, associate with your purpose, whether new or old and as with identity share your purpose with your employees, clients and customers. Consistent focus is paramount to get your message clear to everybody, as well as to ensure and, maybe even renewed, trust and confidence in what you have to offer.
Step 2: Knowing What is Important
Prioritise in order of importance, what you will focus on. Find out what is most important to your customers or clients, simply by asking “What is most important to you? What are your top priorities?”. Prioritise ways and means of meeting your customer values. Find out what is most important to you and your team. Ensure that your values are aligned to your customer values.
Step 3: Top Teams that Lead
Can the same old leadership behaviour and practices deliver your new or revamped identity and purpose? Most probably not. Assess what development needs are required. For example, if ‘values based leadership’ is required, ensure that all your leaders are fully conversant with how to apply these skills. If you do not do this, your employees and customers will become cynical and say ‘new identity and purpose in old clothing’. Your leaders need to walk their talk and demonstrate that they are totally aligned with your organisation’s new identity and purpose by consistently applying the skills that are required for change.
Step 4: Building Rapport and Trust
Some organisations are suffering a setback in their reputation due to the crisis. Re-assure your customers each step of the way that you are here for them and you know what is most important to them. Re-assure them that you are now more focused and offering a better service than ever. Find ways to reassure your staff that you are re-focused and energised. build engagement by seekig opinions, saying thank you and focussing on future development.
Step 5: Monitoring Results Regularly
Waiting for 1-2 years and seeing how you have done, is not likely to result in significant change and results. Actively set goals with clear measures and tangibles. Monitor your results as you go along. Set up monthly reviews with a small cross section of employees to ensure you hear their views and the views of your customers. Make the communication a two way process so that you are listening to feedback on how you are progressing and also giving information about your progress. The most likely reason for your plan to fail is internal blocks and miscommunication, so make sure you communicate, communicate and communicate.
Step 6: Following Up
Once you have monitored your results, actively follow up. If what you’re doing isn’t working change your strategy, rather than repeating the same strategy and hoping the results will remain the same or get better. Continue to persevere with what works and change what doesn’t work. Follow-up with consistent focus, action and persistence.