StockBIZ: How will businesses work post-pandemic?

by Mary Jo David

It’s so refreshing to see cars parked outside restaurants. And who ever thought we’d be glad to drive in traffic again on the highway? Both are signs of Michigan loosening its pandemic restrictions and ultimately lifting constraints on capacity, mask-wearing, and gathering sizes, effective June 22, 2021— nine days ahead of the July 1 date the state originally announced.

Many businesses in the area had to make drastic changes to their business models to accommodate the state’s restrictions in response to COVID-19, including closing their doors for a period of time early in the pandemic. And sadly, a few have closed for good.

So what about the lessons to be learned from this experience? Any business that doesn’t use COVID-19 as a teaching moment is missing the opportunity to learn and grow from the experience.

According to Forbes.com, “While the coronavirus pandemic may seem like a once-in-a-lifetime event, the reality is that an emergency can come along to disrupt your small business at any time. Using what you’ve learned during the current pandemic to prepare for the next crisis can help you insulate your business from future shocks.”

As one who owned a small business for almost 20 years, I have found myself seriously considering some of the take-aways businesses may have learned from the past 16 months.

The pandemic forced flexibility

The pandemic forced a lot of small businesses in the area to try new things—curbside pick-up; adjusting hours; using Facebook for communicating (new hours, the day’s menu, etc.). Some had to cross-train employees to do things they’d never tried before. Others had to find new suppliers quickly as old suppliers disappeared or became too pricey. And still others discovered government benefits that helped them stay in business.

Next time you’re afraid to try something new with your business, remember, when faced with no choice, you were forced to think outside the box. So don’t be afraid to try new things post-pandemic. And by all means, make sure to keep good business records when the economy is healthy so you have those records if you ever have to reach out for government aid during a future economic crisis.

Values and preferences may have changed

The pandemic has had a profound effect on most people’s lives, and as such, they aren’t the same people they were pre-2020. Think about this when you’re considering how best to relate to your customers.

As restaurants have gradually been increasing capacity, it appears customers are happy to be back. Many were accustomed to eating out a couple of times a week, and the pandemic really cramped their style. But it’s also likely some of these customers have a newfound respect for eating at home. Restaurant owners should think about this before cutting off their curbside-pickup, carryout, or delivery services as restaurant restrictions are lifted.

Early in the pandemic, some local markets reported an increase in business. Customers were staying away from big-box stores and shopping in our small-town markets to reduce exposure to COVID-19. Hopefully, local proprietors used that time to get acquainted with new customers and cement relationships with longtime customers. If your business benefited from the pandemic, think about the reasons why, and remind customers of those qualities that set you apart.

On the other hand, many customers who had previously never ordered groceries or other purchases online learned to adapt to this new way of shopping. If you’re a business owner who lost customers to online merchants, find ways to get your old customers back and attract new customers. Maybe take advantage of local advertising sources, sponsor local events and activities to get your business name in front of people, introduce a “frequent buyer” program, consider ways your business can have an online presence, and/or look for a mentor who has had success in expanding small-business reach.

Communication is key

As a business writer who regularly reaches out to business owners for interviews, I can’t tell you the number of times—during the pandemic, and even pre-pandemic—that I was not able to get through to a business even with a simple phone call. Remember, customers need to be able to find you; without customers, you have no business. As such, assess your own business’s accessibility by asking yourself the following communication questions:

• Are your phone number, email address, and hours readily apparent on your storefront?
• Is your online presence up-to-date? Remember to check your website (if applicable), Facebook page, and Google.
• Check any ads you run regularly. Are your business details up-to-date? Besides a phone number, do you provide email address, website address, and hours?
• Have you listened to your voicemail message recently? Is it up-to-date? Do you state your hours? Is there room in your voicemailbox for customers to leave a message?
• Do you check your voicemail and email Inbox regularly for messages and then respond to those messages promptly?

As a local business—large or small—it’s important to recognize what you did to survive the COVID pandemic. Learn from it. Be ready for the next time. Good luck moving past the pandemic, and remember, what doesn’t kill you makes you stronger.

COVID capacity restrictions have been lifted in Michigan, and the dinner crowd has returned to the Country Pub in Gregory. Photo credit: Mary Jo David