Have you woke up to another day in lockdown? Is it beginning to feel like you are trapped in Groundhog Day? Well, as it happens today IS GROUNDHOG DAY in Punxsutawney, Pennsylvania.
Groundhog Day falls on 2nd February each year and it is when the residents of Punxsutawney ask a groundhog named Punxsutawney Phil if they are in for six more weeks of Winter?
Here in the UK, it can almost feel like the movie Groundhog Day - where Bill Murray relived the same day again and again.
Millions of business owners across the UK are scared witless of what’s around the corner. Most will look at this situation as a nightmare and as the final nail in the coffin.
Is it a nightmare?
Yeah probably.
Is it the final nail in the coffin?
Yes, if you let it be.
But you have the CHOICE to make it merely a bad dream. Horrible. But temporary. Something that you will wake up to, realise that it’s not real, and move on with your day and your life.
The vast majority of business owners will set up shop, pull down the shutters and go into hibernation until this nightmare subsides.
They simply accept they are trapped in Groundhog Day
Essentially, they will abdicate responsibility citing the government, the virus, Brexit or anything else under the sun as the reason why they can no longer operate.
Unfortunately, this violates the number one rule in business. Never leave your customers or clients out in the cold.
This is tough on the consumer too, you know?
As a gym or Studio Owner, I’m sure your clients would want nothing more in the world than to be in the gym working towards their goals with you in their corner. Don’t you think?
Be the best cornerman in the world. Your clients are still fighting world title fights every day. They need a good cornerman to support them through each gruelling round.
Don’t abandon your clients. But what should you do?
COMMUNICATE with them.
While your competitors and other small business owners will be echoing the same message of “We’re closed for the foreseeable” . . . your message will be the polar opposite.
We are OPEN
Open for communication. Open to helping you. Open to supporting you.
You and your clients are in this together after all.
No one is getting a free ride, so why not ride the rollercoaster together.
Communication through these tough times will position you as a leader and a guiding light. It will position you as a business owner who genuinely cares and who genuinely looks out for their clientele.
This will make you stand out from the crowd. It will separate you from your competitors.
In trying times, the cream always rises to the top.
The experts, pioneers, and thought leaders soon become known to everyone as the authority figures that they truly are - just look at the great work Joe Wicks and others are doing.
Don’t miss your opportunity to establish yourself as an authority figure.
The train is about to leave the station. Be sure to get on it.
I realise that living and trying to run a business in lockdown is hard. Yes, things are going to be extremely difficult and there will be plenty of challenges along the road.
But life is hard. Business is hard.
At the end of the day, if things don’t get tough at some point in your business then you’re probably not running a business at all. It’s more likely a hobby.
Anything that is worth doing will be difficult. It’s just a fact of life.
That’s the way it is.
The universe or god or whatever you believe in has made it this way for a reason. The reason things get difficult is that hardship separates the strong from the weak.
I get that things are rough right now.
I empathise with the situation that you are in. Trust me I understand.
But when it boils down to it, you have to get on with it. Simple as. Either get on with it or get left behind.
While there are many factors that are beyond your control, the ball is ultimately still in your court.
Control the controllables.
Most business owners are currently sitting at home stuck in the mindset of survival. They have the following questions swimming around their mind on a loop...
- "How can I keep my business afloat?"
- "What do I need to do to prevent my business from going under?"
- "How will I get through this year?"
This is the wrong mindset.
Believe it or not, I STRONGLY you can thrive in the current climate. There’s nothing holding you back.
But how?
As I mentioned above, the key to success in this current climate is: COMMUNICATION
This is a MASSIVE opportunity to ramp up your marketing. And your opportunity to avoid being trapped in Groundhog Day.
If you shut down your marketing you're effectively giving into this lockdown. The fact of the matter is that more people will be browsing online just like they did in the spring.
As stupid businesses vacate the field, great opportunities for smart business owners will arise.
Remember doing business without marketing is like winking at someone in the dark.
You know what you're doing, no one else does. You've got to keep the outreach going, control the controllables.
Get in front of your clients as often as possible.
Many of them are going to be stuck at home, and their consumption of your messages will lead to sales.
You could phone them. I mean, seriously, reach out, reassure them, help them.
Their lives are full of just as much uncertainty as yours.
So be there for them, get on the front foot, show them that you care, and remind them that you're there.
Don’t miss out on the chance to upskill too. Use this time to do the things that you know you need to do. Get your marketing sorted properly.
Get your knowledge centre sorted properly - I'm a HUGE fan of Marcus Sheridan and his They Ask You Answer approach. Fix your Google My Business listing. Properly optimise your LinkedIn and then use it properly.
Get remarketing set up, understand your numbers properly. It will all pay dividends. Trust me.
I’m going to discuss some ideas in my next article to aid you with keeping your foot on the pedal when it comes to lead generating ideas for your gym or Studio, so stay tuned!
