When you have trouble paying your bills, you probably feel your
hands are already full dealing with creditors--but don't
overlook the need to communicate with your customers.
"If you're having cash problems to the point that
it's generating rumors, your customers will find out--and may
take their business elsewhere," says Jennifer Magee, CEO of
Keating Magee Long Advertising, a New Orleans advertising and
public relations firm specializing in crisis management. "In
general, people are more sympathetic if you are open and upfront
with them."
If you suspect your financial situation is a topic of gossip,
act fast. Magee recommends you or a senior manager communicate with
each customer's key decision maker--ideally, by visiting in
person. If that's impossible, the next best option is a phone
call. If you send a letter, realize you lose control over who sees
it after it leaves your office, and it could be floating around
long after your financial troubles are over.
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Whatever method you use, acknowledge your situation, explain
that you have a recovery plan in place, and reassure customers they
can still do business with you with confidence. Use positive,
upbeat language, and, if possible, indicate that your situation was
caused by external factors no one could have foreseen. Above all,
says Magee, don't lie. If you lose your customer's trust at
this critical time, you'll probably lose it forever.
After the crunch, use the same communication outlets to let your
customers know. Don't remind them of your problems; focus on
your achievements, and thank them for their loyalty.