The unprecedented times in which we find ourselves demand that SMEs face challenges head-on, armed with the right information and tools to adapt and thrive. With so much at stake, it’s imperative to know exactly how the SME landscape is unfolding and to be fighting fit to weather the storms of disruption.
The previous event focused on what action is required to reset your business to take advantage of the gaps and opportunities created by change. This event — part three of the series — highlighted the opportunities in crisis and how to channel these into rebuilding your business. “The reason is simple: crises mean change,” he said. “Assess what’s changed temporarily, permanently, and fundamentally across customers, collaborators, capabilities, competitors and conditions. Whether you have a product or service, customer engagement and how you service those customers will make all the difference when rebuilding your business.”
It’s impossible to be all things to all people, pointed out Phitidis. Understand who your market is and solve their particular problems. When you are marketing a business it’s less about the product or service than it is about the lived reality of your customer. Different groups of customers need to be marketed to in different ways.