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Advice for Flemish companies after the terrorist attacks in Brussels
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How to act to unease among your business-contacts?
• Pay attention to questions and concerns of your contacts and visitors;
• Check and study the answers of the FAQ below; make sure each employee gives the same message;
• Portray a calm attitude when addressing this topic;
• Share only factual and official information;
• Allow current visitors to enjoy as much as possible the hospitality that characterizes us;
give it a personal touch and create many WOW-effects;
• Facilitate and encourage satisfied customers/visitors to share their positive experiences with their network (including social media).
How to react in case of cancellation or when the customer refrains from planning a business- trip?
• Do not start the conversation with argumentation; the customer has reason to cancel, which might often be emotional. Do not rush to address what you assume will be said.
Let him or her calmly explain the reasons, so that you understand the background.
• After obtaining the necessary information, discuss the reasons for the customer to cancel. Explore whether he/she really resolutely intends to give up the business-trip, and suggest possible alternatives such as postponing to a later date;
• Think about the future relationship with your customer. Try to handle the cancellation in a positive way and with a personal touch; the customer is in fact not lost and can come back in the (near) future; contact later via email or by phone;
• Remember, this customer wanted to do business with you/Flanders, but decided because of external circumstances to cancel. The trip is canceled, the customer is not canceled for you/Flanders.
How to prepare a scheduled business-trip?
• Proactively distribute information to reassure the visitors;
• Let them know that you are looking forward to their arrival
• View all your incoming business visits in advance and reprioritize which visitors deserve special attention.
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How to handle contact with the local media?
• Have a positive attitude. Some journalists might ask you to give an interview about how bad it is. Take this opportunity to tell your own story but emphasize your unique offering (your product, service, Flanders) as well as the actions you take to solve the problems (hospitality);
• Always contact the spokesperson of your organization.
Should you adjust your short term marketing policy?
• Evaluate planned campaigns. The cost to cancel something does not outweigh the costs of bad publicity;
• Each market reacts differently. Not every market is open for certain marketing actions.
Flanders Investment & Trade can help you to customize your marketing strategy;
• Adjust the timing, message and tonality of your message;
• Any campaign or action becomes cheaper and more effective if you organize it with partners; check whether your partners, competitors and Flanders Investment & Trade are planning joint campaigns or actions that could be meaningful to you.
