
For a small business owner, today’s economy is about as
uncertain as it gets. Markets are in turmoil. Customers are
skittish and afraid to commit. Vendors are wary and
preoccupied. Financing is tight. Everyone around you, it
seems, is cutting back or pulling in until things sort
themselves out.
As a precaution when times are uncertain, cutting back in
many arenas may, in fact, be the prudent thing to do. But a
mistake many small business owners will make is to cut back
on their use of outside professional advisors. They’ll do so
because:
Unfortunately, this logic can lead them (and you) into the
same kind of trap businesses fall into when they decide to
cut back on their marketing budget because sales are down,
usually for the same reasons listed above. The truth is,
when sales are down, that’s typically when a small business
needs to ramp
up its marketing.
To put the situation differently: you can afford broad-brush
marketing when times are good, but when sales falter, your
marketing programs need to become laser-focused. The same is
true of legal decisions, purchasing decisions, accounting
decisions, benefits decisions and financial decisions. It’s
when times are good that you can probably afford to muddle
through without the benefit of advice. When times are
uncertain, your decisions need to be dead on target.
The reality is that the value of trustworthy professional
advice goes up precisely when your company’s economic
circumstances go down. Because very often, the best thing
they can do for you is say, “Relax. Don’t panic. This too
shall pass.”
With that and the current economic turmoil in mind, here are
some specific suggestions on how you might particularly
benefit from conferring with your trusted advisors in these
uncertain times.
Start with the big picture
You’ve got a business plan in place. As a first step, call
in your business consultant and/or financial planner and
review the plan – chances are good that the plan itself is
still good, and that there‘s no need to panic or start over.
Most likely, all that’s necessary is to adopt a few “getting
through it” tactics while leaving the overall strategy in
place.
It is possible, however, that the current uncertainty will
uncover some ways in which your original list of priorities
and objectives was off base. In this case, your business
advisor can help you retool the plan in a logical and
unhurried way.
It’s also possible that the economic uncertainties may
present opportunities for growth or expansion that weren’t
there when the plan was developed. Your business consultant
and financial planner can point out these opportunities to
you, evaluate them objectively so you don’t get into
fire-sale frenzy, and help you incorporate the right ones
into the overall plan smoothly and intelligently.
The big picture key: don’t let the uncertainties in the
economy scare you into short-term remedies that will
undermine your long-term prosperity, or tempt you into
short-term profits that will put your enterprise at risk
down the road.
Review your external finances
Uncertain economies are also a good time to sit down with
your banker and review your portfolio of banking services
with an eye to restructuring where you can reduce or defer
costs. Perhaps your circumstances have changed anyway since
many of your cash-management and loan arrangements were
originally made, and now would be a good time to see if
restructuring can help you reduce or defer costs while
business is declining or uncertain. Can loans be
consolidated, or are other loan types more appropriate at
your current stage of growth? Has your relationship grown to
the point where you are entitled to a higher level of
services and/or reduced fees for your services? Are there
cash-management products that would reduce or eliminate
short-term debt?
Review your internal finances
Similarly, your accounting system might yield a few diamonds
in the rough under the watchful eye of your CPA –
opportunities that were hidden during the hustle of good
times but that now might be (painfully) clear. Are there
costs that are redundant or off-kilter? How is your debt
structured, and can you reduce or restructure it in a way
that smoothes out or reduces your cash flow? How are your
payables and receivables being managed, and how does their
performance measure up to other firms in your line of work?
Are your budgets and their assumptions leading you to make
decisions that are more costly than they need to be?
Review your internal operations
Depending on your type of business, tough and uncertain
times might well be a golden opportunity for you to call in
your business advisor to examine your company’s operations.
Similar to the financial side, there may be operational
efficiencies that are unnoticed when business is humming,
but that become more obvious when the pace of operations
slows down. Among other things, your advisor can help you
look hard at work flows and scheduling, workforce management
and performance, and whether sales and production cycles are
in sync.
Review your legal situation
If your type of business makes you vulnerable to lawsuits,
you’ll want to keep your legal advisors closely involved in
your decisions when times are uncertain. You truly want no
surprises here. And if major company changes are underway –
such as an ownership transition and/or a sale of assets –
you want to be especially sure you are protecting yourself
from being taken advantage of. The other side may put too
much emphasis on the uncertainty resulting from current
economic circumstances and not enough on the long-term value
of the assets in play, and your legal advisors can help even
out the balance of the discussion.
Review your advisors
Finally, take advantage of the uncertain economy to review
your team of advisors. As you were going through the list
above, did you hesitate when thinking about calling in your
lawyer or accountant or financial planner or business
planner? Were you worried that their advice would be more
oriented toward maximizing their fees rather than your best
interests? The old adage that “you find out who your true
friends are when times are toughest” applies to business
advisors as well.
Looking forward
The best way to prepare for the next round of economic
uncertainty – and there is always a next round – is to
gather a team of advisors you can trust, and
stay in touch with
them on a regular basis so they’re always current with
your business strategy and your business health. That way,
when the next boomlet busts, you won’t hesitate to hold
those advisors close.

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