ϐinding yourself strapped for time, don't abandon this step; rather, leverage a consultant or a colleague to help in building out these processes. Without them, your approach to your new ideal clients will suffer and your pivot will lose some of its potential punch. Fundamental #2 Be a beacon of positivity and hope If your out-of-ofϐice response shines a bright spotlight on what the local authorities are preventing you from being able to do, turn that disempowering message off. Stop telling your customers what you cannot do or what's restricting or limiting their access to your business. Recognize that your clients are living through the COVID-19 restrictions alongside you and they are well aware that many businesses cannot conduct business as normal. What they want to know is how can you serve them and what you are able to do for them. If they are reaching out to you, they are looking for answers not obstacles. Your marketing message needs to stay hyperfocused on what you can do for your clients and the ways in which you are still operational, even if they are in a limited capacity. There is so much fear and anxiety and worry and uncertainty everywhere. Be different. The more specific you are about your ideal clients today, the more authentically your marketing will resonate with them. D E L I V E R I N G I N D U S T R Y-L E A D I N G Engineered Clearspan Solutions SALES + SERVICE + INVENTORY = RETURN ON INVESTMENT 5050 Kansas Avenue | Kansas City, KS 66106 | 844.289.8368 | sales@liritentus.com | LiriTentUS.com www.InTentsMag.com 1220IT_36_CV4.indd 41 41 11/19/20 4:00 PMhttp://www.LiriTentUS.com http://www.InTentsMag.com