Remaining Resilient, Part 4: Client Facing Messaging in Tough Times - Career Success Tips
The American economy has certainly seen a lot of changes in the past few years, and recent months have brought another huge round of layoffs in multiple sectors, including nearly 170,000 recent job losses in technology alone. No one in the workforce is unaffected by losses of this magnitude; those who have retained their jobs, those who have lost them, and those responsible for keeping a company going are all making adjustments.
When faced with layoffs or restructuring, companies may worry about the optics of such changes when it comes to their clients and external partners. Here are a few ideas on how to communicate these changes to the outside world - and reassure them that you can handle it.
Change is Inevitable - And You are Prepared
The economy is not always predictable; it will always have its ups and downs, strengths and weaknesses, good times and bad times. If you run a company or hold a position in management, chances are you are well aware of this fact. Be careful not to shy away from it or lean into the temptation to downplay or ignore what’s going on. Hiding bad news may seem like the easiest way to avoid anxiety, but clients read the news, carefully watch their own stock portfolios, and see layoffs and changes happening in their own offices. They know what’s going on, and they will also know if you’re not being honest with them.
The good news: because we know change is inevitable, you also know how to navigate fluctuations in the industry. This is likely not the first time results have come up short of projections, or Wall Street has taken an unexpected left turn, or worldwide events - as small as a local election or as major as a war or a global pandemic - have moved a company’s goal post. You’ve been through it before and have every intention of weathering the most recent storm, and that’s exactly the kind of attitude that clients want to hear.
Make Sure Each Client Has the Information They Need
Along with an acknowledgement that change can be destabilizing, it’s imperative that you take the time to make sure each client has the resources they need to move forward. Individualized attention will be the single most important factor in making sure a client trusts that the company can continue to handle their needs, regardless of what the economy does. They will need to know if they have a new point of contact and of any changes to their account or to your relationship moving forward.
Although they may not need to know the details of your business plans or day-to-day operations, consider sharing your processes to the extent that you are comfortable; knowing how their new contact will be handling the workload or how you will make sure their needs will remain the focus of your operation can be very comforting during an anxious time.
Even in a chaotic moment for your business, take the time to really connect with each of your clients, and do so in person whenever possible. While it may be tempting to rely on phones or email to have a nerve-wracking conversation, there’s no substitute for the benefits of face-to-face conversations, especially when it comes to letting a client know they are valued and being heard. It may feel overwhelming to slow down and evaluate their needs, but addressing it now will prevent worries from continuing to pop up in the future and save you time in the long run.
Engage Your Team
Communication is key to maintaining trust with external partners, but perhaps just as crucial is the need to effectively organize your internal team and lead by example.
If clients are coming to you specifically for the services you provide, chances are they’re fairly savvy when it comes to your line of work - or at the very least, they are interested enough in what you do to be along for the ride with you. When that’s the case, they are going to be able to tell if your organization is falling into disarray. The best possible way to avoid this is to give your team members the support they need during a transitional time; in fact, according to the University of Bath, School of Management, “70 percent of engaged employees understand their clients' needs better, while 17 percent of disengaged employees understand their clients.”
Communication starts from the top down: executives must be able to help their managers adjust to any changes or shifts in priorities, managers must do the same for their team members, and everyone - not just the specific points of contacts - must be present to address concerns, both among staff and among clients.
Keeping an entire team engaged can be a heavy lift, especially when you are also feeling destabilized by any changes that may have affected your department and your day to day workflow. Communication strategies that can convey confidence will be crucial in this endeavor. Learn to stay level-headed, remove any qualifiers from your speaking patterns, and keep your focus and intentions clear when discussing solutions in order to set a good example for the rest of your team.
Ensuring your team members are all on the same page, clearly communicating any shifts in priorities, and addressing problems that arise as a result of such changes will go a long way in communicating to the world at large that you’ve got this covered.
About the Author
Jackie Miller launched Bespoken in 2015 to channel years of professional performance experience into techniques that improve public speaking, presenting, and professional communication skills. She holds a B.F.A. and M.A. both from New York University’s Tisch School of the Arts.
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