What to Do After a Disaster

Try as any business owner may to prevent it, disaster can hit in any number of forms, from a fire that takes out a mainframe computer to a hurricane that guts an entire region. Disasters happen and response means more than quickly repairing damaged networks and systems. But their aftereffects don't have to be crippling.

If you're helping a client get back on his or her feet after a serious mishap, here are four steps you can help them consider and prepare for:

1. Act fast—It's tempting to wring your hands and curse the fates at your misfortune. That's OK, but not for too long. One major problem stemming from a disaster is lack of action—the longer the downtime, the more a business stands to lose. Work with clients to assess their overall situation, make appropriate decisions and get moving. And, be realistic—if, for instance, a place of business is trashed, don't treat it as a usable site. Help clients make plans to set up digs elsewhere, even if they're temporary.

2. Keep customers informed—If a client's current location is too damaged and they have to relocate, make certain their clientele knows where to find them. (Here, you can prove of invaluable help by arranging mass emails and other forms of efficient electronic contact.) In fact, says Norman Scarborough, a professor of information science at Presbyterian College in Clinton, South Carolina, the news can be framed in a positive light: 'Run ads that promote a special sale related to the incident, such as a fire sale, a flood sale, a tornado sale. The theme of the ad might run along the lines of ‘we've taken a hit, but we're still here to serve our customers.''

3. Leverage banking relationships—If your clients run a successful business, chances are pretty good they have a solid partnership with a bank or other lender. After disaster strikes, make sure they work closely with their banker to obtain whatever financing may be necessary to help you get back on their feet. 'Capital is usually an issue when it comes to surviving a disaster—that's when having an ongoing relationship with your banker pays off,' says Scarborough. 'Access to a line of credit can help a business get back up and running quickly.' An added tip: suggest they investigate an increase in their line of credit beforehand—that can tide them over while waiting on any insurance claims.

4. If necessary, ask the government for help—If damage to a business is part of a widespread disaster, such as a hurricane, the federal Small Business Administration offers loans of up to $2 million. If appropriate, refer clients to the U.S. Small Business Administration's Disaster Assistance Loan Program for more information.

Of course, your clients are professionals—they don't need you to lead them by the hand if disaster strikes. But the more you can support them in their recovery—and, if it helps, to suggest some of the aforementioned strategies—the sooner their businesses will be back on solid footing.