While the coronavirus pandemic is still unfolding in many ways, business owners are being confronted with new challenges and decisions as we move forward.
In some states, the economic reopening process has already begun. In others, official start dates are still weeks away. But, regardless of where you work and live, you’re probably thinking about what you can do to hit the ground running when customers start to return in bigger numbers.
The best ideas and practices are going to vary from one industry or situation to the next, but it’s always a good idea to start by thinking of things from your customers’ point of view. With that in mind, let’s look at four things buyers are going to want from you when the economy reopens…
1. Clear Updates about Your Businesses’ Availability
As we’ve already seen in some areas, “open for business” can be a guideline rather than a practice. In other words, some companies are opening, while others are choosing to remain closed. For that reason, it’s crucial that you communicate to your customers what your policies and availability will look like. Let them know if they can take advantage of your products or services as your state reopens. And if they can’t, let them know when they can expect to see you in the future.
2. Information about Availability and Fulfillment
In the same way, being open doesn’t necessarily translate into “business as usual.” It may be that you are able to operate in an altered or limited capacity, or that some regular products or services aren’t available because of disruptions to your supply chain. Be clear—on your website, and emails, and through your social accounts—about what you can and can’t provide in the coming weeks. That will save yourself, your team, and your customers from disruptions.
3. Safety Guidelines and Risk Management Procedures
In industries where person-to-person contact is the norm, you might want to communicate to buyers how your policies have changed in light of the continued coronavirus threat. If you’re taking extra precautions, or practicing social distancing measures, highlight those steps in your communications. Doing so will let buyers know what they can expect when they visit you or meet with a member of your team. It might even increase sales if it can help you draw in customers who would otherwise stay away.
4. Marketing That Speaks to Customer Needs
In many cases, business owners are going to find that what customers wanted from them a couple of months ago isn’t necessarily relevant today. Lots of people don’t have as much money to spend as they did at the start of the year, or they have different needs because of changes to their own businesses or careers. Recognize that and emphasize products or services in your marketing that speak to immediate concerns. You’ll know when things are back to normal, but most of your customer base probably isn’t there yet.