Small businesses are the backbone of this country. The financial burden that COVID-19 has imposed on the small businesses of America is daunting. And while no one can project how long we will be in this economic predicament, there are still some things that remain in your control. Don’t focus on the downward spiral. Turn off the news. Ignore what is out of your control. Shift your focus on what you can control and what you can do. Small businesses must dig deep to find the grit and discipline to prevail.

Right now, everyone is experiencing pressure and there are multiple programs that can help. Take the time to understand all the options that are on the table for your business so that you maximize each one appropriately. The CARES Act offers several provisions for both businesses and individuals which can be crucial to getting you through this disaster. Some provisions received less press than others and if you aren’t aware of them, you could be leaving money on the table. On the flip side, you need to be sure that you aren’t double-dipping. For example, you can apply for an EIDL Loan and a PPP Loan, as long as you aren’t using them for the same expenses.

Your first order of business is to understand the CARES Act and Families First Act. What should you be leveraging right now? Which options are best for your business and employees?

Talk to your advisors to ensure that you are taking the appropriate steps to protect your business.

Just as people are finding that they don’t actually need 15 streaming services, most businesses also have excess expenses. Where can you temporarily or even permanently reduce your spending? Are there subscription services that are not needed while your doors are closed? Do you have anything on an auto-ship that should be paused? Were you about to run an advertising campaign that would be a moot point for your business at this time? Are you spending on any products or services that generally go unused anyway? There is a silver lining. Taking a closer look at your business spending can have a permanent positive effect on your bottom line.

Be sure to exercise caution when evaluating your human resources expenses. For one, your loyalty to your employees will not go unnoticed. If you can build extra loyalty with your team now it can pay off in the long run. From a more literal standpoint, it’s important that you are acting appropriately and not double-dipping. You cannot apply for PPP and then temporarily lay off your staff so that they can use benefits from the Families First Act. Also, remember that for PPP to be forgiven you must show that you have kept your employees on the payroll. There are a lot of nuances that should be discussed with your advisor before taking any steps.

Banks, the SBA, and the Government are receiving applications at an unprecedented rate. The sooner you get your application in, the sooner you will get a response. Further, in some cases, the process can even be simpler and more streamlined if you are quick to get it in. Keep in mind that sites set up to take these applications are brand new. Things are changing constantly whether it’s a new provision, a clarification or a website update. Don’t wait. Get it done now.

At the heart of any business or organization is its people. As your business braces for un-treaded waters, it is vital that you communicate clearly and in a timely manner to both your customers and employees. Don’t allow misinformation or confusion to spread faster than the virus. Your employees, clients, customers, and stakeholders will be looking to you for reassurance and up-to-date information.

Employees are scared and are operating with less information about the future of the business than you are. In addition to the obvious things that must be communicated about operations, what are you doing to protect morale? Transparency for your plans about your commitment to preserving the business can go a long way. Additionally, what can you do to bring people together during this time? Set up a private Facebook group, send positive messages, host a virtual happy hour, show your appreciation, talk to each other and keep people engaged.

Customers and clients want to know – will you be there for them when you need them most? Right now, the country is essentially shut down and while you may not have control over a lot, you can choose to up your customer service game. While some businesses may be hibernating and blaming slow response time on COVID-19, you can have an increased response time. The pandemic creates a unique opportunity for you to demonstrate your commitment to service.

Some adjustments that are needed are smaller than others.

For example, a restaurant doesn’t need to change the core of what it does…just how it does it. Switching to take-out is the obvious first pivot, but what else can be done to bring in more revenue during this bizarre time? Offering a special family-style menu or cocktail kits could entice customers. Or, you could set up a community initiative to send food items to healthcare workers on the front lines.

The pandemic may present new ways of doing business that both help to sustain you through the crisis and create a new stream of income post-pandemic. For example, if your business switched to servicing your clients online, that could present an opportunity to continue that method in the future. It could potentially open your business up to new customers it would never have had otherwise.

Some businesses may need to take a turn in the complete opposite direction because they are seeing a huge increase in business. (for example makers and retailers of cleaning supplies, paper products, and other essential goods). How are you handling the volume, demands, and service?

Finally, you can determine if there are certain products or services that should be shelved for right now? Are there any that could be added that would be helpful in the current climate? For example, a mold company may be fully equipped to offer sanitation services. Shifting this service to the front could bring revenue in now during a time where revenue otherwise may have been slowed or even stopped.

There is nothing worse than seeing an ad or solicitation that feels opportunistic and/or tone-deaf. People are struggling right now, and it’s important to have empathy. If you can add something of value to the conversation, then add it. If you feel like you are stretching, don’t. If you have something that can help people, don’t be afraid to share it. Just be human about your approach. If what you are about to say/share would annoy you if you saw it from another company – chances are it will annoy others as well. In general, that is a good measurement tool.

Don’t send stuff just to send stuff. People are on media overload and they don’t need to know how the maker of the plastic containers you put your to-go orders in are handling COVID-19. If you are wondering how often to send emails or messages – the answer is simple. If you need to say it, say it. If it can be consolidated, do that. If you don’t need to say it, don’t. But above all, have empathy in your messaging.

Some business owners may find themselves with more available time than usual. Business planning that may have been on the back burner can now take a front seat. Use this time wisely to strategize for the rest of 2020, what you will do immediately when the country opens back up and beyond. Again, you cannot control a pandemic or government ordered- shut down. But, you can control how you spend the time during the shutdown. Assess your finances, digital presence, operations, policies, vendors, suppliers, services and more. A crisis doesn’t create character, it reveals it. How you spend this time learning, protecting your business, caring for your people and taking action may be the critical difference between who doesn’t make it out, who comes out behind and who comes out ahead.