Navigating Natural Disasters: Communication Strategies for Trade Businesses

Successful trade businesses have strategic policies for communicating when natural disasters strike. Maintaining resourceful communication with employees and current and potential customers when panic sets in is critical to a successful outcome.

Natural disasters can cause anxiety, stress and panic for owners. Part of our job as contractors is to help alleviate these concerns, which we do through excellent communication. Even if the news could be better, communication helps everyone focus on a solution.

Here, we will discuss communication strategies for trade businesses and how the best companies in their fields employ them. We will discuss how trade businesses, such as HVAC, plumbing and electrical contractors, can use effective communication strategies to increase revenue, retain clients and attract qualified new ones.

Communicating With Employees

Trade businesses often provide services that require human skills, so these companies tend to have employees. Before, during and after natural disaster events occur, we should understand our employees need clear direction when the unexpected happens.

Employees must understand where and when to be on the job when communications are sparse, such as after a hurricane. Limited power, cell towers and internet connectivity during these weather events makes having a failsafe plan a must to reduce confusion and anxiety.

The best trade businesses understand that the worst time to create a disaster plan is in the aftermath of a disaster. These contractors have documented communication procedures in place, such as text, call, email and instant messaging. Some even employ electronic timekeeping and GPS tracking to help increase communications and logistics.

A common myth among employers is that employees go where the money is. Although this is certainly true to some extent, many employees appreciate the quality of the work culture. When communication is high, employees feel like they are a part of the team, which amplifies their innate desire to do good work.

Employee Communication Strategies

• Have a plan in place in case communications are disrupted. The plan can include a central meeting location, using the buddy system and electronic communications.
• Use a GPS tracking system in case someone is unaccounted for. Accurate and updated scheduling can also help locate personnel when communications are sparse.
• Clearly communicate policy regarding disaster awareness. Especially in areas of hurricane activity, it’s crucial that employees know when or if they should report for work.

Communicating with Current Clients

Just as importantly, the best trade businesses nurture and protect their relationships with current clients. Our current clients have entrusted us with their most valuable possession, and the most successful trade businesses value this relationship above all else.

Natural disasters can occur anywhere, but current clients who live along a coast are particularly dependent on local trades. One of the smartest things we can do as contractors is to put ourselves in our client's shoes. What would be our first concern when disaster strikes?

For many clients, the anguish intensifies when communication is slowed (or stopped) by a natural disaster. Having a kind, reassuring voice on the other end can work wonders for reducing the stress our clients experience.

Maintaining regular communication, even if the update is bad news, ensures our current clients that they are not alone. Often, just knowing they have an ally when disaster happens will give them the peace of mind they need at such a stressful time.

Current Customer Communication Strategies

• If we are operating as a modern contractor, we should already be in regular communication with our current clients. Social media, contractor referral sites, and email promotions are just a few ways we can let our clients know we’ll be there for them in an emergency.
• Successful trade businesses routinely offer deliverables to their current client list, like planting guides, spring cleaning tips, and even how to prepare for a disaster. A deliverable like a calendar or other helpful information reminds our clients that we think about them in good and bad times.

Communicating With Potential Clients

One of the most effective ways successful trade businesses create new clients is by helping at the right time. Natural disasters tend to bring “storm chasers,” whose idea of customer service is lacking at best. Unfortunately, these companies are often successful by taking advantage of the circumstances.

In these days of social media trade, businesses can flourish or perish in a moment. Word travels quickly, so when we excel during times of duress, we give potential clients the sense they will be treated the same way.

Trade companies are usually part of the local community and intend to remain so for a long time. This provides a good opportunity for those trade businesses to utilize social media and develop a loyal following.

The result is that these businesses already have regular, direct communication with their current clients. When a disaster occurs, these clients depend on us and are proud to spread the word, resulting in new clients. This keeps our client base strong and saves us significantly on advertising.

Potential Client Communication Strategies

• As mentioned earlier, word-of-mouth advertising is the least expensive yet most effective form of advertising. Top trade businesses recognize and appreciate the direct contact modern technology provides, so they invest in maintaining a positive online presence.
• Nothing means respect more than when a current client recommends a potential client to our business. Natural disasters tend to highlight those trade businesses that focus on the customer, especially in times of need. As a result, long-term relationships are formed, and everyone benefits.

Disasters Happen, But We Can Prepare

Clear communication is the key to keeping our employees safe and our clients satisfied. This is never more important than when the power goes out, trees are on the ground and the roof is leaking. By focusing on communicating with those important to our business, we automatically reduce confusion while solving the problem at hand.

Coburn’s Kitchen and Bath Showroom is a perfect example of a modern business designed to focus on the customer—Coburn’s offers top-of-the-line kitchen and bath fixtures, so customer satisfaction is easy to ensure. If you’re shopping for a quality supplier, the experts at Coburn’s are there for you.