THE ANSWER IS TO REACT PROMPTLY TO THE CURRENT SITUATION BUT WITHOUT LOSING SIGHT OF THE OPPORTUNITIES AHEAD Although demand and operational conditions can seem paralysed in the short term during the current crisis, history shows that a rebound of demand is inevitable, albeit potentially at a lower level. In other words, companies that have a game plan ready for the medium term can come out stronger at the tail end of the crisis. In business, much like in professional cycling, attacking when the road is tough and steep will determine the winners. On a steep hill, no one can hide, and everyone suffers. But as once pointed out by cycling icon Eddy Merckx; “When it’s hurting you, that’s when you can make a difference”. Thus, in every crisis, there is an elite group of companies that manage to grow top and bottom lines during recessions and downturns. These high-performing companies excel in preparation, growth orientation and adaptive transformation. They keep an eye on the long term and make bold moves when the going gets tough to ensure growth when competitors are hesitating. SO WHAT CAN WE LEARN FROM THESE STRONG PERFORMERS? To take market share and position your company for a rebound, you should consider six key principles when planning how to not only ensure but also strengthen your commercial position during the crisis: SIX KEY PRINCIPLES 1. Build a plan for where to defend and win market share during the crisis 2. Stay close to your customers – and remember they are business partners 3. Defend revenue – pricing can be a way to ensure revenue, but don’t forget the long term 4. Prepare for a fierce battle for sale when the crisis has topped – planning now gives you the advantage later 5. Ensure your channel readiness – and do it fast 6. Prepare to transform 3
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