Page 9 - Issue 4 Cornwall Hill

BUSINESS

On the 27th of March, 2020 we went into lockdown and overnight everything
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thankfully allowed more businesses to re-open. Unfortunately, businesses are
finding it more difficult to re-open than it was to shut down. New challenges are

going to arise, and you must prepare for circumstances similar to those when you
first started your business. Everything from your protocols, regulations, training and
marketing need to change if your business is going to survive. Here are seven tips to
think about to ensure a successful re-opening.

1. RE-EDUCATE AND PREPARE 4. RE-OPENING ANNOUNCEMENTS AND RE-DOING
Study the new health regulations and make sure you include YOUR CELEBRATIONS
them in your re-opening plan. Health regulations require every Everything that you do and implement needs to be announced.
business to have a documented Covid-19 plan and an appointed Build up excitement using social media and advertising. Use
compliance officer. Make sure all employees are aware of this wording like “can’t wait to see you again” and build this into your
and that the plan is available for inspection. Re-think all your marketing. Announce every step you are taking to your customers
procedures, make sure they are aligned with the new regulations so that they are aware of you. Announce which team members
and that your staff is trained and fully informed of the changes. are coming back to work. This makes your team feel special
An example of this is that you cannot just have a clean space and part of the re-opening process. Announce all your deals,
anymore, instead, you must be seen to be cleaning all the time cleaning processes, distancing regulations etc. and take photos
when customers walk into your business to reassure them to show your customers to re-assure their safety. Celebrate your
of their safety. Customers need to see evidence of cleaning, re-opening. Have ribbon cuttings and take photos to show your
screening, barriers, distancing etc. Make sure you have all the customers. Celebrate your first customers and ask if you can take
PPE equipment that is required and that your supplier can photos/videos of them to share on social media.
guarantee a constant supply. You cannot run your business
without it. 5. RE-RUN YOUR NUMBERS
Re-run your numbers and review them weekly. Become aware of
2. RE-BUILD YOUR TEAM your new break-even figures and adjust accordingly. If you have
You need to re-train your staff on all new procedures and what received financial support, include the repayments and interest in
is expected of them to not only ensure your customers’ safety your cashflow. Remember to keep cash on hand - the future is still
but for theirs as well. For example, how do they deal with uncertain.
customers who are not complying with your sanitisation and
distancing processes? Allow those who can work virtually to do 6. RE-THINK YOUR MARKETING AND SALES
so. For those who cannot, look at flexible hours by dividing your This is where the make or break is going to happen for most
employees into small teams so that they are not interacting with businesses. The marketing you have been doing up until now
all the staff members. This will help if one of them contracts the may no longer be applicable or appropriate. I recommend that
virus - you then limit the exposure of everyone having to go into you put a whole new marketing plan together starting with
quarantine instead of just the smaller group they are working a SWOT analysis. Your marketing message needs to be more
with. Communicate with your teams and hear what is working and help and education-based than the benefits of your products,
what is not. As there are many new rules and regulations for your services and pricing. Prepare questionnaires for your salespeople
teams to learn about, expect productivity to initially drop as they to become more customer-centric; people need to feel safe and
are getting used to the new protocols. comfortable. There needs to be more empathy and understanding
of the customer’s needs which should be communicated to your
3. RE-NEW DEALS marketers.
Start putting different deals together that will appeal to all
your different target markets. Start looking at your top 20% of 7. RE-WRITE YOUR PLAN
customers as they normally bring in about 80% of your business. Start by re-writing your plan for the next 90 days. Keep it as
Make them feel special so that they continue coming back to you. flexible as possible and then drive the changes as hard and fast as
Some of your competitors may not have survived the lockdown you can. Include in your plan what you will do if someone in your
so look at deals that will attract those customers as well. You need company contracts the virus. This should include reporting the
to look at customers who are now venturing outside their homes incident, tracing those who have come in contact with the person
as well as those who are still in constant isolation – how are you including staff, suppliers and customers, and informing them
going to stay in contact with them? How are you going to keep of the contingency plan to keep the business going whilst you
them as your customers virtually? Do not stop using the systems have the affected people in quarantine. Do not think this will not
you developed during lockdown; capitalise on them. happen to you, be prepared!

Contact Cheryl Muller:
Cell: 081 300 2443 Email: cherylmuller@actioncoach.com Website: www.cherylmuller@actioncoach.com

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