Everyone is looking forward to “reopening” and getting on with life as before. Realistically speaking, that doesn’t seem logical to anticipate. Nothing will be exactly the same — maybe ever again. Everyone going into this uncertain future will have to change, adapt, evolve, pivot, zig-zag and maybe even wing it while the world figures out what it wants to look like. Humans are adaptable and with education and humility, we will all survive and even thrive. Business is no different. The changes in the past few months have shaken up the last 100 years of complacency about “how we do business.” And maybe it’s about time.
If you are a small business right now you’re probably freaking out wondering how to continue. Some of the greatest techniques are coming from people who are genuinely just doing whatever they know how to do naturally. For example, the local dry cleaner merely called the company to ask how we were doing. He didn’t ask us to bring anything in or beg for business. He reached out to show real concern for our family and our safety. It was much appreciated. In that call, too, he let us know that he was still open, still doing his same phenomenal job and still there if we should need him.
Business operations must inevitably change, but if you are still able to provide a recognizable service, people will feel comfortable and this will make them feel “normal.” That normalizing of people’s lives will encourage them to spend money. If they feel like the world is ending, they are less likely to spend cash. But as a business, if you can provide stability and reassurance, they will feel comfortable spending as they used to.
If your business is still open, your greatest asset is communication. Let people know you are still around and still alive. Shout it to everyone who will listen. Let people know you are safe and operating with their best interests at heart. Phone calls are a great personal touch, but social media is the loudest megaphone you can have right now. Facebook, Google, Instagram, Twitter - if you’re not on them, do it now! Show people you are open. Show them the safety protocols you have in place. Remind them of the great service you once provided and let them know you are there for them now. Reassurance is valuable asset in a time of uncertainty.
Make yourself accessible. Make it really easy for people to Google you. Tell your followers how you are operating. If it’s a drop-off/pick-up situation, let them know how to easily do it. If you have “curbside” or “touchless” let people know. Whatever your service is, find a way to get your customers informed and flowing smoothly with your new operating standards.
No one is leaving their house right now. No one is driving around looking for your sign. No one cares to deep-dive into the ether looking for you. You have to come to them. If you have access to an email list or if you're on Facebook or if you can pay for Google ads, this is a really good way to promote your business. Everyone is home now and tuned into even the tiniest screen - and if business owners can communicate through those screens, that is how you are going to talk to your public.
Smart people know what they don’t know. Surround yourself with knowledgeable folks whose advice you respect. Listen to webinars, podcasts, and consultants every day - you have the time - and take their words to heart. You may hear something and completely reject it as it doesn’t speak to you. Yet, you may also find that something stands out, makes total sense and is something you can implement immediately in your business. The more information you get, the more you can decipher what works. Listen to entrepreneurs in your industry and outside of it. Good ideas come from all sources.
In this time of upheaval, disinformation can run rampant. People aren’t trying to purposely mislead you (at least you hope not) but maybe they jump to conclusions that don’t make the most sense. Information is one of those commodities where it never hurts to diversify. Gather as much information as you can from as many sources as you can. Then you can sift through it and find what works best for you. You were savvy enough to start your own business in the first place, you are smart enough to listen to the right people as well.
Information is awesome and it’s the solid foundation you need to grow your business. But knowledge without action can be masturbatory. Take these great ideas you’ve spent hours cultivating and put them into use. They may work, they may fail, but the only way to know for sure is to do it. And, in the interest of transparency, tell your customers what you’re doing. Let them know it’s for their benefit and include them in the review of the procedure. Their feedback will help you, keep them interested and possibly streamline your operations.
“New normal” is more “old school” than some would believe. It’s about customer interaction. It’s about feedback. It’s about using all the tools available. We all have to improve our customer service through constant, open communication. We have to adapt operations to meet the new safety standards (which should have been improved eons ago). We have to think innovatively and act smartly to stay relevant. Reach out to your customers, not to just solicit business, but to make a genuine connection. Ask them how they are doing. Tell them how you are doing. In isolation, a phone call from the dry cleaner, a text update from your favorite restaurant, or a clever email newsletter from your home stager, serves as a point of connection. Using new tech to make old-fashioned connections is a great way to keep your business in the forefront of people’s minds and, more importantly, their hearts.
As we accommodate all the needs of our real estate partners, know that as you reopen we’ll be keeping all of our COVID safety practices in place — starting with our Instant Pricing tool to get you a quote for your next listing.
