4 steps to re-emergence
As most of you prepare to open your stores to the public in some capacity, here are a few key tips to consider.
Re-enforce your message
A consumer’s decision to patronize your store or restaurant now isn’t just about need or desire. It’s about trust. Do they trust you are doing everything possible to keep them safe? Beware that even one mishap in front of visitor that would even hint your procedures are lax will likely garner a passionate, negative review.
Not only do you need to do the right thing – you need to reinforce your sanitization and safety measures consistently. Let customers know what to expect when they visit. Be as specific as possible with your cleaning schedule and your rules. Train your staff to not just follow procedures, but to also inform customers about them. Your job is to let visitors know you take this very seriously on a daily basis, not just today, but as we continue to move forward.
Re-hire with intention
Pre-pandemic retail and restaurant owners did a lot of complaining about staff quality. Yet post-COVID, owners seem disappointed when those same employees failed to return. If there is any upside to this pandemic, it’s that the labor pool is deeper than it’s been in a long, long time and you have an opportunity to improve the quality and culture of your staff. Don’t just re-hire out of guilt or because it makes things easier. Use this time to interview and hire the best possible employees!
Re-imagine your business
At first, you’ll probably be in survival mode, trying to sell what you’ve always sold the way you’ve always been selling it. But that’s probably not going to get you where you want to be in the long term. Pay close attention the impact of the virus on your community. Were there major layoffs? Was it highly impacted healthwise? Perhaps you live somewhere that escaped major impact.
Be prepared to adjust your business to meet the needs of your community. You may have to do this a number of times between now and “normal.” Be flexible and fluid with merchandise types and price points as well as delivery channels like curbside and online shopping carts.
Request community support
There’s never been a greater awareness of or support for small business. But sadly, there are financial hardships which will prevent many from patronizing your store or restaurant at this time. Nonetheless, you can still request support for your business in non-financial ways. Reach out and ask for reviews, referrals and social media followers. Be authentic in your request and you’ll be surprised at how many people want to do their part to help.
You may think you’re reopening your old business but in many ways, you’re opening a new business. Be flexible. As a small business owner, you have the extraordinary advantage of being able to make decisions and changes quickly. Use this to your advantage as you find new ways to serve your market.
Until next time remember,
You can do this!
Angel