| I am always amazed at how much information there is | | | | solution. In other words it begins when you stop |
| on the internet about doubling or tripling your business. | | | | "sleepwalking" and become determined to address the |
| "Just try my system and sales will go through the | | | | issues head on. |
| roof!," these sites promise. If these messages are true, | | | | The first step toward effective Crisis Management is |
| then why are so many businesses failing? The truth is | | | | taking responsibility. Yes, you are responsible. Even if |
| that no single system works. Sure, a certain approach | | | | an asteroid was to hit your building, demolishing your |
| might bring in more business; however, doubling | | | | enterprise, you share responsibility. Why? Your |
| business could destroy a struggling small enterprise. | | | | responsibility is in creating a well planned strategy to |
| People are looking for a secret to help them get | | | | deal with this type of outcome. I am not trying to be |
| ahead. Just look at the bestseller's list. One of the most | | | | facetious here. You are responsible, period. What are |
| popular books out on the market today is named, | | | | you prepared to do about it? In my book Small |
| what else, The Secret. There is no secret! There is | | | | Business Pain I outline the basic steps to take in order |
| only education, trial, error and hard work. | | | | to manage crisis in your business. The process |
| Before you get mad at me, consider the following. | | | | involves getting emotional (Angry), because anger |
| Sales are only one component of any successful | | | | lessens fear and gives you the strength to carry on. It |
| business. Even if there was such a thing as a secret | | | | also requires getting organized and reviewing the |
| formula that once mastered would increase your sales | | | | financial state of the business. Most CM companies |
| by 500%, who would fill the orders? How would you | | | | are in denial and live with unrealistic projections and |
| ship it, stock it, pay for it, improve production, systems, | | | | assumptions. Facing the truth as it really is represents |
| storage, or functionality? How would you maintain | | | | a painful, yet necessary, step along the journey to |
| quality control? These questions are even more | | | | recovery. |
| complicated to answer if the business you are trying | | | | Rushing out for new business is seldom a wise idea if |
| to build is already in crisis. | | | | your company is bleeding cash. It is better to look at |
| By definition, a business in crisis is one that is losing | | | | your existing client base and find ways to add more |
| money or barely breaking even each month. A crisis | | | | value to them. When working through a crisis |
| can happen to any business at any time. True, crises | | | | management situation within an enterprise, I often have |
| are more prevalent in new companies, but history is | | | | to remind the owners to stop looking outside for |
| filled with examples of large successful businesses | | | | solutions--there is nothing out there! The answer, no |
| that rapidly entered the crisis stage when fuel prices | | | | matter how painful, is always right before you. Are you |
| surged or technology changed. The potential for crisis | | | | drawing too much money out of the business? Are |
| exists in any type of business, regardless of its size. | | | | you trapped with relationships that have weakened |
| Unfortunately, if you are the owner of a small, | | | | your ability to adapt and grow? Have you become a |
| independent company you often lack the resources to | | | | "Nice Guy" to the detriment of the enterprise? Are you |
| correct or react to such changes. This is why | | | | allowing people to withhold payments because you |
| understanding how to survive a crisis is so important. | | | | empathize with their issues? There are a thousand |
| Surviving a crisis requires careful Crisis Management | | | | possible reasons why your business is might be |
| (CM). The Crisis Management phase begins when you | | | | suffering. One response is universal--the road to |
| consciously decide to address the real issues in your | | | | recovery begins with looking in the mirror. |
| company and stop looking for the popular quick fix | | | | |