March 12, 2020

It's a time of incredible stress for many people. The fear of the unknown is powerful. It’s real.

A virus spreads with no signs of slowing down. Financial markets have turned on a dime and seem to have no bottom right now. A professional sports league suspends the season. Conferences and trade shows are cancelled. Companies are telling employees to work from home. College and churches are suspending activities.

The news is fast and unpredictable. And it’s exhausting.

Fear of the unknown begets fear which is irrational. People are stockpiling toilet paper, in part, because it brings a small sense of control to a situation which seems to be spiraling out of control.

Your job is to remain calm.

Call to check in. Be present. Listen to concerns, fears, and frustrations.

If you are calm, you are valuable. You'll be remembered for that. It's a time when people have questions you can't answer. You don’t have to have all the answers. You’re not expected to have the answers in such a situation.

A simple “I’m here” is a powerful tonic you can offer is in times like this.

Remaining cool does not mean, by the way, dismissing fears as “stupid” or “ridiculous.” It doesn’t mean that you are unconcerned. Remaining calm also doesn’t mean taking stupid risks just to prove some macho point.

Your reassuring presence amid fear is what your clients need.

It goes beyond your business and the services you offer. It’s what your family, friends and neighbors need.

It’s what your community needs.


Photo by Harli Marten on Unsplash

©Ray Business Advisors, LLC and John Ray


About me:  I’m enthusiastic about how changes in pricing strategy can significantly change profitability for a business and enhance life choices for business owners. I live this passion through Ray Business Advisors, my outside CFO and business advisory practice, in which my pricing is exclusively value-based, not hourly. I work with business owners on how they can change their pricing not just to increase their profits, but better serve the wants of their customers. Click here to learn more or call me at 404-287-2627.

This article was originally published on LinkedIn.


  1. TomMartin on March 12, 2020 at 1:27 pm

    Great piece John Ray.
    Wonderful advice for all.
    Stay informed but be cautious of the source.

    • John Ray on April 17, 2020 at 1:35 pm

      Thanks for reading and commenting, Tom!

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