opinion
While first and foremost a health crisis, COVID-19 has also had a profound impact on our lives and livelihoods. Things are forever different now. We’ve adapted as individuals, as communities, and as businesses to this new reality with resolve and resilience.
As Florida businesses start to open back up, all of us — owners and customers alike — are feeling a strange mix of emotions. There’s a lot of excitement about the future. There’s hope that maybe we can survive this disaster after all. And there’s also more than a little anxiety about the future and our place in it.
We all know life isn’t going back to “normal.” Just as 9/11 changed our culture and society, so will this pandemic and its aftermath. And that’s why business owners can’t reopen as the same people they were when we had to close up shop. We need to change too — and the good news is we can choose to change for the better.
I believe the great reopening will be a defining moment for businesses. We have an unprecedented opportunity to get better than we’ve ever been before — better for our employees, better for our customers, and better for the communities where we live.
A few tips for business owners to consider as we move forward:
Shift your mindset. Don’t approach this as a simple return to work. And definitely don’t complain about how tough things are. It’s not good for employees and customers. If you take that approach, you may find that employees end up complaining to customers! Don’t just think, How can we comply with social distancing guidelines? Instead, take a step back, and ask, Where are the opportunities for us to dig in and become the best we can be?
Take health concerns very seriously (for employees and customers alike). The companies that do this will prevail. Take steps to protect employees and customers alike. While there is no one-size-fits-all — as businesses are very different with different concerns — the one concern everyone shares is safety. Can some employees continue working from home? How can you ensure social distancing at work? What changes can you make to keep customers safe? Train your staff, even on basics like handwashing. Don’t assume they know. Stay focused on the why. It will help with compliance.
Narrate to customers (and employees) why you’re doing everything you do. Get intentional about communicating it to your employees and your customers. You are taking great precautions to keep everyone safe. Make sure you train staff to narrate that to your customers. Take a cue from Southwest Airlines and get proactive about communicating the precautions you’re taking to keep them safe. Fear and uncertainty are economic killers.
Get the messaging right. Figure out how you want to make your customers feel and create some training that perpetuates that. Make sure employees understand that enthusiasm matters, so they need to stay positive. It’s not just about the product; it’s about the customer experience, which is more important than ever. People will be focused on staying mentally healthy and positive. They will frequent places that fill that need.
Find ways to leverage the new focus on being connected. Social connectivity matters. It’s a human need the digital world can’t fulfill. We long to feel connected to other human beings, and the isolation of the pandemic has deepened this need. As you think about your reopening strategy, consider ways you can encourage and facilitate safe human contact with and between your customers.
Zero-in on the customers you already have. Communicate with them regularly and make sure they are well taken care of. Don’t miss a chance to express your gratitude. Your current customers are your best bet for getting through the upcoming months (or even longer) of disruption. Plus, they will give you honest feedback on what is working and what is not. Be sure to ask for the feedback regularly.
Don’t work off the old set of customer needs. Chances are they no longer apply. How can you help them make the most of their (most likely limited) disposable income? Notice changing consumer sentiment, ideas, and behaviors. Many factors have changed: disposable income, spending patterns, consumer expectations, the dynamics of households, etc. The adoption of technology has been accelerated, and isolation has created mental strain (for employees and customers).
Create new processes that accommodate those realities. Rethink your messaging, and your products and services. Those who can adapt to customers’ new and evolving needs are the ones who will thrive and grow in the post-pandemic world. Redesign your business from a consumer perspective. Focus on how you can emerge stronger and, more importantly, engage more deeply with consumers.
Experiment with new strategies and tactics. Collect ideas from employees and customers. Keep an open mind and see what works. If it doesn’t work, don’t stress about it. Move on to the next thing. Humility and coachability are hallmarks of the best leaders. That means we realize we don’t know it all and are open to new ideas. It’s time to let this truth guide us.
Keep the renewed focus on health top of mind. Families are taking steps to strengthen their immune systems and avoid germs: exercising more, eating healthier meal options, taking new vitamin regimens, and avoiding sharing public resources (shopping carts, benches, etc.). Make sure your new business reset reflects this new mentality.
Leverage the renewed focus on local business. People won’t be able (or willing) to travel as much as before the pandemic, both personally and professionally, so local businesses will have more access to them. Be sure to take advantage of this opportunity. You will likely see strong support for local communities and a sense of “we’re all in this together.” If you create the right local experience, you can counteract price sensitivity and convenience as consumers give themselves permission to spend more in the interest of helping out.
Take a community approach to placemaking. Work with other businesses and other members of the community to create great experiences as people rediscover America. Daycations and regional tourism will be red hot. How can you do your part to leverage this trend and create consistency around safety and messaging? Train people to act as an unofficial “visitors center” for your town. Work out arrangements with other businesses for cross-promotion.
Do your part to help avoid analysis paralysis. Ideas are only as good as your ability to execute. It’s not easy for communities to navigate our new reality, and we will likely not all agree on the way forward. Many will get stuck in “analysis paralysis.” Leaders from all sectors of business and society must work together to make vital decisions (such as whether to close streets to create more outdoor seating for restaurants). If we can’t get buy-in, nothing will get done. Even great ideas will fail. Meet with other leaders to discuss options and figure out creative, workable solutions before bringing them to the community. Be sure the messaging is thoughtful and crafted to alleviate anxiety. (For example, emphasize that some solutions are short-term.) Always be calm, considerate, and respectful of others, including those who disagree with your ideas.
Remember, attitude is everything. None of us would have chosen to be in the situation we’re in now, but how we choose to view it will define and shape our future. Our employees, our customers, and our community are counting on us. We owe it to all of them — and to ourselves — to come out of this pandemic stronger and better than ever. Let’s meet the challenges we face first in our minds…and then we can start to meet them in our work and in our lives.
Quint Studer is the founder of the Studer Community Institute and a successful business leader, speaker and author. He is also the entrepreneur-in-residence at the University of West Florida, executive-in-residence at George Washington University and a lecturer at Cornell University. His new book, "The Busy Leader's Handbook: How to Lead People and Places That Thrive," is out now.
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