I’ve just jumped off a Live with Small Business Saturday with the amazing Michelle Ovens and we were mostly there to talk about top tips to working at home with children. However, we ended up talking about people feeling like they couldn’t offer their services at the moment, or that they couldn’t charge.
You can watch it here: https://www.facebook.com/SmallBusinessSaturdayUK/videos/880522249028408/
Businesses are in a tricky position at the moment. I’ve had a number of people say to me that surely their products aren’t vital at the moment, so they feel bad selling them. Or that they feel like they shouldn’t charge as it’s a difficult time right now and people might not have the money.
Here are my answers to the two biggest thoughts running the small business world right now:
1. People don’t want to buy anything at the moment.
We all still need things! We need chocolate, pyjamas, I’ve realised my pants are a bit threadbare! We need food, clothing, entertainment, gardening products, gifts for our relatives, art supplies, business coaching, therapy, things to do with our children, cat food, books, online courses, tech support, beauty products, definitely hand cream! The list of things we need is endless.
Don’t assume that because we are all on lockdown that we no longer need things.
We need things to make us laugh, to fill our time, to put in our bellies, to keep us warm, to keep us sane.
If you have a product that people needed before the lockdown, I bet my bottom dollar they still need it now.
People still have problems and are trying to solve them. All businesses solve a problem – you might need to change how you deliver it, but we still need things.
Keep showing up, keep talking about how you add value and don’t be frightened of being visible.
2. People just don’t have money at the moment.
Lots of people will be on furlough getting up to £2,500 a month. Lots of other people are still working from home and earning money. Small businesses will get support from June. And I’m sure help will be on its way for Directors and those who have fallen through the support net so far.
People are still shopping in Sainsburys, paying for Netflix, buying wine and paying for their internet. And none of these businesses are offering a discount on their products or offering them for free.
Also, a lot of people are saving money. No more cocktails at the weekend. No petrol or bus trips to work. No holidays, days out. Not train tickets. No more meals out, or cinema tickets or going to the theatre. (Wow, that sounds depressing!)
So, people will be looking for other things to spend their money on.
Here’s some ideas of what you can do instead of offering your services for free or stopping selling all together
Posting items
If you’re delivering products, keep yourself safe. Only go to the Post Office once a week and manage your customers expectations by letting them know that. People will understand.
Take it online
If you used to run workshops, coaching or therapy, take it online. Use zoom, take payments online – memberspace is a great platform to turn your website into an online money-making machine.
And remember if you take it online you suddenly have a bigger potential audience than in-person.
I ran a workshop with the Big House this week and several people said they’d preferred doing it online than in person!
Spread the cost of payments
If you want to make it easier for people to buy your products, could you offer a payment plan?
I use memberspace on my website which lets me break down my costs into monthly payments. It means I don’t have to invoice people monthly and chase them up for payments.
Supersize your offer
Offer more value to people as a way of supporting them through the crisis (if you can afford it).
Drop in little gifts with each purchase, or if you ordinarily coach someone for 1 hour, could you gift an extra 90 minutes.
Offer a mini-version
Could you offer a mini lighter cheaper version of what you do? A shorter course, a power hour, a mini-workshop?
Offer a group element
Could you offer what you do to a group, so the cost per person is cheaper? This one works if you ordinarily work 121 with people.
Re-package as gifts
People may not be buying things for themselves so much, but they will still be wanting to send gifts for birthdays, anniversaries and to let people know they are thinking about them.
So, can you talk about your products as gifts. Could you gift wrap your products, write a birthday card for me and send it off to a friend for me?
Keep visible
Don’t be afraid to talk about your products and services on social media and to your email list. We don’t want Corona 24/7. We do want to hear other news. So tell people what you’re doing. Talk about how your products can help people, make them smile. Show up. Now is not the time to disappear.
Collect emails
And if you do really want to give some of what you do away for free, then at least make sure that you’re collecting emails!
They will be building a relationship and trust with your brand, so are more likely to become fans and customers when you are back up and running, so make sure you can keep in touch with them!
I’m hoping that some of these ideas will help some of your keep your businesses going, and stop feeling guilty for having a business in the first place.
We all need you. Small businesses are the backbone of the country. We are 10% of the workforce, now is not the time to stop selling because you’re telling yourself no-one wants what you have to offer.
If you want to talk to me about creating a strategy for any of the above - please do get in touch!
