Handling Fear in Tough Times

Added February 18th, 2009

It’s scary out there, isn’t it?

Every day, in just about every way you hear news of how bad things are. It’s enough to make a strong person feel weak. That’s a very human reaction to conditions beyond our perceived control. As part of our survival instinct, we are hard wired to detect threats, and that’s when our fight-or-flight mechanism kicks in.

Fear is a primal emotion and causes us to be hyper vigilant in times of uncertainty. Fear can be so intense that it trumps reason. It follows then that we may put too much energy into avoiding situations that make us anxious. The problem is that if you’re engaged in your market there’s no escaping the reality of today’s economy or the fear it evokes.

Your customers feel this same fear–maybe more. You can reassure them. This is part of being a Hope Merchant. People need stability in times of uncertainty. Remind them of your company’s financial stability and depth of resources. Let them know how your management is sculpting your company to emerge even stronger from tough times. Reassure customers that you are in the trenches with them. Promise them that you will be there to support them personally as they need help. Tell them that you are open to all ideas to provide additional value. Discuss tough-times benefits of your products: durability, flexibility, reliability, leveragability, guaranteed performance, and quality.

The most abundant commodity in tough times is energy, emotion in this case. Some people deal with it better than others. Your energy can fuel the extra effort needed to prevail in tough times or it can be an inhibiting force that keeps you down. Your customers’ fear is a unique opportunity for you to demonstrate your strength and leadership. Your confidence and optimism is as contagious as the bad news the media spreads. Spread some hope today.