Get ready because renewal is almost here, and your business better be fit to receive it. The bubonic plague spawned the rise to the Renaissance. There is greatness to be seen from the COVID-19 pandemic, but you have to use lessons learned to inform your next steps.

Your employees, customers, potential customers, and clients need to know you care now more than ever. We are already seeing a resurgence in voice communication which practically disappeared before COVID. One lesson we’ve learned is that business cannot be conducted on email and text alone, conversations need to happen. Use those conversation to let people know you are there for them, that you are strong, and they can count on you.

It can be hard to stay positive, but the power is in your own mind. You are what you think, so think big and grow from this. Salon entrepreneur and philanthropist, John Paul DeJoria, co-founder of Paul Mitchell hair care said during a Webinar on Covid-19 recovery, “Everything will be okay at the end. And if it’s not okay, it’s not the end!”

Despite the current lag, now is the time to ask – what is my business going to look like this time next year? Here are tips for cultivating hope, awakening your superpowers, and kicking your business into gear:

• Pivot before you cut

Give your team the chance to take on new tasks and try new things that they otherwise wouldn’t have the time or skills to do. It will make them stronger and keep things fresh.

• Stay in the limelight

Going dark in a downturn causes more suffering later – the more marketing you cut the longer it will take to recover. Use this time to find creative ways to spread the word about your value.

• Forget boundaries

We may have been physically bound to home, but our minds are free to think bigger and explore beyond the day to day tasks of the organization.

• Sharpen your navigation skills

Be sensitive to the time and the signs. We are in uncharted water and opportunities are everywhere. Be ready with what your consumers need before they know they need it.

• Focus on the relationship vs. the sale

Don't ask your customers for anything. Instead, get to know them and learn what they want from you and give it to them.

• Stay flexible

Circumstances will continue to fluctuate and keeping your business flexible will help it survive and thrive

• Don't be deterred by hard work and long hours

You may have to do more to make less these days but equity in time and efforts made now will multiply in rewards later.

Those who manage to be successful need to leverage it to help and do good for others. It’s good for businesses to think charitably and expansively. Consumers know the most powerful way they can vote is with their dollar and research shows they buy from companies who are doing good.

Anything related to health, preventative medicine, self-care, and preservation will continue to be in demand, which includes fitness, nutrition, and grooming. COVID has made us more committed to wellness. It contributes to our ability to be resourceful and resilient so we can come back stronger!




About the expert
Nancy Trent is a writer and speaker, a lifelong health and beauty advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, the leading wellness PR firm. Trent & Company, which launched many health and beauty brands, grew out of Nancy’s personal and passionate commitment to helping people live longer and healthier lives. A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns. Nancy can be reached at (212) 966-0024 or through e-mail at mailto:[email protected].  You may also visit http://www.trentandcompany.com.