Your Year-End Message to Staff, Customers and Partners
Monday, December 1st, 2008Welcome to December. 2008 is almost over – but not quite. Still a bit of business to take care of. For some China managers December is the busy holiday season – for others it is time to do the paperwork and collect the bills from the Christmas manufacturing rush.
This is a great time to think about what kind of message you want to send to your business community. You’ll want to send a thank-you to your existing clients and customers, of course. You should also think about what you should say to your team and professional network before people start taking off for holidays.
China has an extended holiday season. Europeans will start taking off in a couple of weeks for their extended winter vacations, while the Chinese staffers are thinking more about Chinese New Year at the end of January. Don’t loose track of the calendar. You want to use each holiday or special event to send a consistent message to everyone that matters to your business.
The only question that remains is what your message should be.
Message to Clients and Customers
You want to communicate two things to buyers. 1) We are in it for the long haul. We will be here next year and for the long term. We’ll get through this together. 2) We are about value, quality and service. Aspirational marketing is out. Look for a quieter, homier Shanghai in 2009. Even if you are selling to a luxe market, you probably want to turn the glamour down just a bit.
Message to Staff
This should be upbeat and reassuring but still realistic. If reassuring and realistic are at odds with one another, you have a problem on your hands – but don’t make it worse by alienating your core staff. Now is the time you want to look appreciative and sincere. Don’t try poor-mouthing to keep a lid on year-end bonus expectations, and don’t treat your people like they’re lucky to have any job at all. Remember that recessions can last for a year or more, and you will need your key people to get through the tough times. In China people aren’t as desperate to hold on to jobs as they are in the US.
Message to Partners
Your partners, service suppliers, professional team and outsourcers should also get a year-end message. Remind them that you are here, that you are strong and will be in building in 2009. Keep an eye out for potential partners, tie-ups and barter deals.
The important thing is to keep visibility high and the lines of communication open. Too many young entrepreneurs adapt a seize mentality when things get rocky. If your staff or customers starts feeling insecure, they might imagine scenarios that are much worse than reality.

