The Impact of COVID-19 on Small Business & How to Move Forward
Most of the stuff I’m reading (and posting) about emerging from the pandemic is joyful. We’re relieved. We’re happy to see our friends and family again. We can’t wait to go to a live show again! But the reality is that the impact of COVID-19 on small business has been rough.
How do we communicate with our customers or clients moving forward? Transparently and clearly.
Tell people how your business has changed
COVID-19 changed pretty much everything about the way we work. And some of these changes are going to stick around. For instance, at FFM we’ll be taking most meetings via video conference (Zoom) going forward. I’ve found that it’s convenient and effective for the work I do.
Create blog posts, social media posts, videos, flyers and other communications to let people know how you operate your business. If you’re now only meeting people in the showroom by appointment, make that clear and prominent on your website. Change the hours on online platforms like Yelp or Google so people don’t get confused and frustrated.
Also, communicate clearly and often about any policy changes. If you no longer allow people in the waiting area of your salon, make sure people know this before they show up for a hair appointment with their two kids in tow.
In short, communicate, communicate, communicate!
Tell people how you’ll keep them safe going forward
With new variants circulating and herd immunity still on a far horizon, your customers or clients may still be skittish. Make sure your communications are crystal clear about what you’re doing to help ensure that everyone is safe.
Articulate what safety precautions you will continue to observe and explain about any that you will discontinue. For instance, if you own a gift store and will continue to offer hand sanitizer at the door but will now be wiping down often-touched surfaces twice a day instead of hourly, acknowledge each of these steps and explain your thinking. Hearing the reasons behind your decisions empowers people by giving them information which helps them feel more at ease in control.
To make your safety protocols crystal clear, don’t just write about them, use graphics. Developing easy-to-follow infographics or flyers will solidify your message, help people remember it, and boost confidence in your business.
Protect yourself
When the pandemic shut everything down, the wording in many contracts left small business owners confused, anxious, and out of options, especially in the events industry. Now is the time to examine your contracts and get legal advice about how to make them pandemic-proof going forward.
Look into contractual defenses. According to the American Bar Association, contractual defenses are clauses in a contract that define what can excuse you for “non-performance”; not following through with the actions you’ve said you’re going to do.
There are three types of contractual defenses: impossibility/impracticality, frustration of purpose and force majeure. Research these and get legal advice on the best ways to articulate excused non-performance for your industry.
Give your marketing a boost
Even if you don’t typically run specials or give discounts, the impact of COVID-19 on your small business may make it necessary, at least for a time. People are excited to get out there and buy goods and services—to get back to normal!
Draw them in with a coupon or another incentive to get them back into your restaurant, coffee stand or shop. IF you’re a service provider, consider offering a reduced-rate mini-workshop to interest people in your work.
