Episode 216: What You Need To Get Your Pet Business Out Of The Covid Crisis

Pet Business Covid Crisis Survive and Thrive Mastermnd The Pet Business Covid Crisis isn't going away anytime soon. Things aren't going back to normal. They will never be the same again. Consumer spending online is through the roof. Pivots are being made. Businesses are closing while others are soaring. If you want a fighting chance, then this episode is for you. If you have decided you will "wait it out" or keep your business at the low numbers and hunker down, then this episode isn't My Jumpers are do'ers. When the world says they can't, Jumpers say I CAN. I have watched too many of you fight through this Pet Business Covid Crisis to come back stronger than ever and from that you have inspired this episode. Listen in to learn: How times are changing How society will never be the same How COVID will revolutionize the way you do business. Examples of companies who have failed during times of change. The effects of the revolution. How to revolutionize the way you do business. Examples of others doing a great job. 5  areas you need to focus on to survive. The future is actually very bright! If you are ready to Jump and work through things, consider joining me Monday through Friday in the Mastermind. It is where you can have access to me, the group, and all the resources that come along with it. It is the winner's circle of the pet industry and a lot of fun! Transcript: This is episode 216 of Bella in Your Business. Hi there, I'm Bella Vasta from Jump Consulting. You might know me from CBS, NBC, Fox, Huffington Post, Entrepreneur, or maybe you've seen me speak on stage or read my book, The Four Dogs That Every Business Owner Needs. In any case, get ready because you're about to get your hashtag Bella Butt Kickin' in this next episode of Bella in Your Business. So what do you say? Let's get ready and jump. Welcome to another episode of Bella in Your Business. My name is Bella Vasta, and today I'm going to shake things up. It's going to be a solo episode, but I really want to get inside your head and make you think today because I don't think there's a lot of thinking going on in our industry. And I say that with love and kindness. I'm sure it's none of my jumpers or amazing loyal listeners, but there is so much stinking thinking out there that I want to make sure that you, my listener, do not get influenced by the stuff that I’ve been reading online. My goodness. The earth is not falling. Your life is not ending. 2020 can actually be the biggest blessing for you, and I’m going to explain what I mean by the end of this show. However, before we get there, we have to go through it. So sit back, relax, and go through this with me. My question to you is—what side of the pet service industry revolution are you going to be on? And I’m asking you because it really is your decision. If you haven’t noticed, 2020 has shaken things up. It’s splitting our industry into two segments, and whether you realize it or not, you are on one of those sides. Some pet businesses experienced a temporary dip in business and are now back up. But others experienced the same dip and still haven’t come back up—or are coming back very slowly, kind of like maybe an 80-year-old woman trying to stand up from sitting on the floor. The segments are now more divided than ever, both in society and in our industry. Some are going to survive, and some will not. In fact, I’ve already heard from a lot of my jumper clients that they’re getting new customers saying their old pet sitters are no longer in business. So who’s going to survive and who will not? The startling part is—I fully believe that you are in charge of what side you’re on. If you’re aware of what’s happening both in and around you, you can adapt. I say “in you” because mindset and vision have a lot to do with this. I say “around you” because you really need to understand how society is shifting drastically right now. Negating these two things will most likely put you on the side that’s gone for good. Times are changing. People are forming pods and getting closer. They’re working from home, learning from home, afraid to travel—or they’re traveling but being shamed for it. We’re in an election year. The division in the United States is stronger than ever. Human rights and racism are forefront topics, and our social media feeds reinforce all our self-fulfilling views of the world with algorithms that know us better than our own mothers. Have you seen The Social Dilemma on Netflix? If not, take the hour and a half to watch it—it’ll either blow your mind, reaffirm what you already know, or make you want to run Facebook ads. But newsflash: it doesn’t matter how you feel about it. You can have your opinions—that’s fine—but today we’re talking about facts and statistics. There’s no room for feelings when it comes to saving your business. If you let your emotions lead your business decisions right now, your business will not be on the winning side of this revolution. It isn’t a time for feelings; it’s a time for survival. You can process later, but right now, if you want to survive, you have to do what you need to do to protect your livelihood. But some of you aren’t. Some are doubling down on the same things that haven’t been helping. I hope this is your wake-up call. Society is never going to be the same, you guys. At the beginning of the year, people were fighting online learning. I read things like, “I don’t want to learn first aid or CPR online,” or “Homeschool is for overprotective families.” The idea of virtual consultations or meet and greets used to be met with an eye roll. The first time someone didn’t reply to a video request in an interview, the CEO would say, “That doesn’t work.” But fun fact—it does. One of my mastermind members actually started doing 100% virtual consultations before COVID—and at the time of this recording, they’re up to 96% of their customer volume. We had a training with one of the world’s leading sales trainers who broke down exactly how to make it work. The businesses that implemented it are winning clients. Others only talk about why it won’t work without trying it. Society has changed. People are more comfortable connecting and meeting online than ever before. Some even prefer it. We’re not going back to “normal.” COVID has sped up online learning—not just in schools. Conferences have been canceled for up to a year. Almost everyone—from CEOs to preschoolers—now learns online. It’s not enough to have a website anymore; you need an entire online user and customer experience that delivers connection even after the transaction. Businesses that haven’t shifted are still solving pre-2020 problems. Many still think the only reason for a dog walk is that the owner’s away at work. They’re not acknowledging new problems like dogs barking at constant delivery drivers, or stressed owners juggling work-from-home and kids. Consumer behavior has shifted—online spending in the first quarter of 2020 surpassed ten years of total e-commerce growth. People buy everything online now, wait in parking lots for store pickups, sanitize groceries, and avoid letting strangers into their homes. They’re scared, and pet business owners need to address that fear in their marketing. Not doing so will deepen the dip in business—possibly to the point of no return. This revolution is happening whether you like it or not. History shows what happens to businesses that refuse to innovate—Blockbuster, Kodak, Toys R Us, Nokia, Borders, Sony. They didn’t adapt. Meanwhile, startups like WhatsApp, Venmo, Instagram, Uber, and Pinterest were born out of the 2008 recession. This is your time for innovation. When your competition is still solving old problems, solve the new ones. The year 2020 is forcing growth and change. Those who refuse will fail. COVID isn’t killing your business—your mindset is. COVID is just revealing who will rise and who will crumble. Some are already gone because they couldn’t handle the pressure. According to a study from the National Academy of Sciences, most small firms had enough cash to last only two months or less. I witnessed this firsthand—business owners crying on the phone, unsure how they’d make payroll. That’s why I spent the past six months creating 17 free resources to help you: from how to use the CARES Act, to surviving crisis, to virtual meet and greets, to guerrilla marketing. Those in Better Marketing with Bella and the Mastermind used these tools—they did it scared, but they did it. The pet industry revolution is here. Some are better off because of their foundation; others were already struggling. Many wasted the “gift of time” during lockdown, paralyzed by fear. But those who took action are emerging stronger. Pet ownership is up, adoptions are booming, and clients still have disposable income. Have you revolutionized how you talk to them? Working from home isn’t as easy as people thought. One of my clients made $12,000 from a single post asking, “Be honest, have you walked your dog as much as you intended while working from home?” People want connection, empathy, and leadership. Businesses that adapt will survive. If you want to be on the survival side, here are five things: mindset, location, messaging, customer experience, and leadership. Mindset: Replace “Why is this happening to me?” with “What is this trying to teach me?” Surround yourself with a supportive community. Feed your brain, seek help when needed, and fight the negative voices in your head. Location: Some markets are hit harder than others, but remember—shelters are empty, pets are being adopted. Find new problems to solve. Network locally, set measurable goals, and rebuild your client base strategically. Messaging: Your website and social media must reflect the times. Show PPE, promote virtual services, display your safety measures. Be emotional and empathetic.