Curiosidades

Estrategias para salvar tu empresa en medio de la crisis

Hace un par de semanas se anunció que 11 países de América Latina y el Caribe recibieron asistencia financiera por parte del Fondo Monetario Internacional (FMI). El objetivo es que puedan hacer frente a la actual crisis económica. Sin embargo, si los dueños de negocios esperan a que la economía se recupere y normalice para reactivar sus negocios, sin duda habrá millones de empresas extinguidas por la crisis.

Economía y negocios internacionales: la expansión de España - EAEHecho: salvar hoy tu empresa requiere de decisiones diferentes, amén de la ayuda que diseñe cualquier gobierno. Es el empresario quien tiene la responsabilidad de tomar el control con un camino preciso, con estrategia y método y, lo más importante, con determinación para no sólo sobrevivir, sino crecer.

En ese sentido, la pregunta que traigo a la mesa es: ¿la responsabilidad de recuperar la salud financiera de las empresas recae únicamente en los gobiernos o es la comunidad empresarial quien debe hacerse responsable de su éxito? Desde mi punto de vista, concluyo que construir economías sanas dependerá cada vez más del empresario que esté decidido y determinado a crecer su negocio en cualquier entorno, con certidumbre o incertidumbre, que sólo de una gestión gubernamental.

Bajo esta premisa, tomé la decisión de compartir con la comunidad de empresarios latinoamericanos un protocolo anticrisis. En él, los dueños de negocios podrán encontrar estrategias directas de alto impacto para aprovechar de manera inteligente las oportunidades internas y externas que los ayuden a reactivar, recuperar y crecer su negocio en medio de la incertidumbre y la crisis mundial. Sí, leíste bien: crecer tu negocio.

Actitud empresarial disruptiva. La reactividad ya no tiene espacio en esta nueva realidad y necesitas forzar tu mente y voluntad para crear los cambios que necesitará tu negocio. El reto es desafiar la crisis para emerger como una empresa reconfigurada con capacidad superior para crecer.

Dimensionar las oportunidades. El mercado cambiará sus hábitos de consumo y creará nuevas demandas. Estas ventanas que se abrirán en múltiples dimensiones traerán como consecuencia la adaptación de tus productos y servicios, mientras que la digitalización de tu negocio y de tu marketing serán elementos determinantes para ganar en la nueva economía.

Plan emergente. No puedes predecir el futuro si no lo construyes de manera inmediata. Por eso, debes elaborar un plan de 90 días que deberá considerar cuatro etapas: reactivación de tu negocio, aceleración de operaciones, recuperación de ingresos y expansión. En cada etapa requerirás de estrategias que te ayuden a hacer este proceso controlado y predecible.

Prospección masiva. Si tu mercado pasa ahora el doble de tiempo en internet, tendrás dos veces más oportunidad de captar su interés si alineas tus estrategias a las necesidades actuales de tu población meta. Debes tener en funcionamiento al menos cinco estrategias que impacten directamente a tu mercado potencial, y que comuniquen un mensaje claro, relevante y de alto sentido de urgencia en tu llamado a la acción.

Nueva disciplina de negocio. Ésta implica llevar una agenda estructurada con las prioridades de cada etapa de la recuperación de tu negocio, metas para cada miembro del equipo y monitoreo de sus resultados al menos tres veces al día.

Sentido de urgencia. La probabilidad de rechazo de pedidos, cancelación de clientes e incumplimiento de órdenes aumentarán; por ende, es vital detonar medidas de alto calibre que anticipen estos comportamientos y blinden los resultados de la empresa.

Enfoque en ingresos. Existen tres opciones secuenciadas para generar el máximo nivel de ingresos todos los días: 1. Maximizar la capacidad de ventas en los mercados actuales de tu negocio; 2. Hacer cambios en la optimización y entrega de los productos y servicios a las nuevas necesidades de mercado, y 3. Si las dos primeras no solventan la recuperación de ingresos, será imprescindible buscar vías alternas de ingresos y generar unidades de negocio adicionales.

Anticipación. Si cambia la capacidad de compra de los clientes, si existen nuevas medidas regulatorias, restricciones comerciales u otras medidas, es prudente tener preparados planes B y planes C. El objetivo será contrarrestar cualquier desviación de tu recuperación emergente conforme a los tiempos establecidos en el plan de 90 días.

Seguimiento diario. Tu equipo y tú estarán expuestos a información negativa y amenazante que los hará vulnerables a confusiones y bloqueo. Se requiere de un alto nivel de motivación y de establecer nuevos códigos de comunicación anticrisis que vacunen al equipo contra depresión, miedos y fracasos colectivos.

Reporte y análisis de resultados. Tendrás que revisar diariamente los principales indicadores de gestión. Al finalizar cada día, date un espacio para analizar los resultados con base en metas diarias, esto te brindará claridad y podrás calibrar casi en tiempo real las acciones que conduzcan al negocio a lograr su recuperación. Las métricas se realizarán sobre el número de clientes, monto de ticket por cliente, prospectos generados, conversión a clientes, ventas totales diarias, margen de contribución, gastos, utilidades y flujo de efectivo.

Este simple ejercicio –aplicar el protocolo empresarial emergente de manera puntual– te hará sentir más seguro y bajo control para tomar decisiones. La clave radica en la intensidad, eficiencia y precisión con la que lo implementes para reactivar las utilidades de tu empresa, aunque hoy te parezca un gran desafío. Si deseas ser del 1% de los empresarios que trasciende la crisis y crece de manera competitiva, necesitarás entrenarte y tomar decisiones empresariales anticipadas.

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