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03-22-2020, 05:16 PM
(This post was last modified: 03-22-2020, 06:29 PM by
CardinalSagehen.)
I may be facing this decision soon in our niche, B2C Internet services business. Although we have no logistical problems delivering our services in this environment, they're very expensive and somewhat optional for most people, so we're concerned about a slowdown. We're already seeing signs of it.
Making matters more complicated, there are other major costs in our business, primarily advertising. Some of our advertising will be / has already been the first to go, before people, in our case. Paradoxically, if we cut too much advertising, there won't be enough leads and we might end up in a death spiral that forces more layoffs. So, it's tricky.
We cut all radio advertising last week and stuck with our cable TV, on the theory that people are at home watching more TV and hearing less radio in the car. But the truth is, neither radio nor TV has enough of a measurable (i.e., near-term, directly attributable) return on advertising. For us, they're both partly a leap of faith and a bet on the importance of our brand in the long run. We might be able to avoid a total death spiral by sticking only to our bread and butter, which is paid search ads on our niche search terms.
Now, to the question at hand. As much as I'd like to give everyone a 10% pay cut, I feel like it would weaken our company vs. the layoff option. For example, by cutting our lowest-performing phone-based salespeople, more leads will go to the best salespeople that have the highest close rates. This will in turn minimize the damage to our cash flow, so that we can stay afloat and avoid laying off more sales people, engineers, writers, etc.
I'm not thinking about myself in this decision. As much as I'd like to support the more socialistic 10% or progressive reduction approach, I'd feel irresponsible toward the rest of the team and toward our ownership. It doesn't strike me as the better business decision for us. But I have been in other companies where the 10% choice could make sense.