COVID-19, Retailer Success Angel Cicerone COVID-19, Retailer Success Angel Cicerone

Are you one of the 10 percent?

As states permit businesses to reopen, 90 percent of owners won’t do anything other than unlock their doors, provide mandated safety measures and wait for something to happen.

Don’t be one of them.

Because these are the business owners focused on merely surviving the next few months, getting forgiveness for their PPP loan and trying to sell customers whatever it is they happen to have pre-virus. These are the 90 percent.

But you are different. You are not focused on merely surviving. You are focused on coming out of the other side of this with a healthier, stronger business.  One that’s ready to continue to adapt to a fast-paced and changing environment and services its customers on the highest level.

Now, the big question, what do you need to do to become one of the 10 percent?

First, float
When caught in a rip current, swimmers are advised to stop fighting and just float. This pandemic has been the mother of all currents and fighting it is exhausting. Nobody expects you to completely understand how to navigate the situation but if you want to successfully get past this particular point in time, you need stop fighting for life and take a minute to clear some headspace. You need to let new ideas materialize instead of panicking because you don’t have all the answers.

Learn the lessons
What could have/should you have done differently prior to the pandemic? Identify the weak spots that existed (yes, every business has them) and fix them as part of your move forward plan.  Whether it’s net profitability, staff training, merchandising or marketing – now’s the time to fix it!

(Note – while we don’t have a lot of answers on what life is going to look like over the next months, we know one thing for sure: those businesses without a robust digital presence did not have as strong a chance to succeed. You might need to put this at the top of your list.)

Get the facts
There are two things you need to look at: what’s going on in your industry and what’s going on in your community.  Are there best practices within your industry? Do they jive with what is happening in your neighborhood? Understanding what people want and need right now is the best framework in which to make decisions.

Create a tribe
Engage your team in becoming part of the 10 percent team. A great business is made up of great people and employees need to be buy in to your vision because they are critical to making it happen.

Make it fun
Just because life is difficult, doesn’t mean you can’t shine a ray of light in people’s lives. From your marketing to your attitude, make your business a bright spot.

Give people a reason to leave the house
This has always been one of the “aha” moments in my work with retailers; are you doing something that makes customers want to leave their house vs. ordering online? Today, that’s taken on a whole new, meaning in a world where we, quite literally, have to encourage people dip their toes back into regular consumer behavior. As a retail store or restaurant owner, be sure you are providing good reasons for a visit. Status quo won’t cut it in these days.  

I applaud you for making the commitment to be a part of the 10 percent club. Adapt. Change. Fight.
Make this situation a stepping stone for a great future.

Until next time remember,
You can do this!
Angel

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COVID-19, Retailer Success Angel Cicerone COVID-19, Retailer Success Angel Cicerone

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

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