5 simple ways small businesses can survive in another lockdown

The state of the pandemic needs no introduction. India is facing a crisis in its worst form. With cases rising in hundreds by the minute, and as you finish reading this, the active cases' list will add another 500.

While Delhi, Karnataka, Maharashtra have announced lockdown in some form or the other, there is a doubt whether each state will be taking a step in locking them down.

From last year's experience, we know that while lockdown helps check the spread of coronavirus cases, small businesses face the brunt of shifted consumer purchase behaviour.

With people going online and buying everything from e-commerce stores, the retailers and small servicemen whose business dependent on serving a small local population find it difficult to survive the competition from the giants.

But there are many silver linings for them that they need to identify. They have a more significant brand trust and reputation in their niche. They know their customers by face. The customers prefer going local for some of their purchases.

We here discuss how the small businesspersons can use their merits to survive and grow when another lockdown ensues.

 

Start door to door delivery

 

With the coming lockdown, your customers will not be visiting your stores. They will prefer ordering in. So it is time for preparing for delivering your goods to them. You will obviously be your customers' first choice if you can take care of delivering their products to them. While brands e-commerce brands take a day or two to reach, you can provide the services in hours.

You can be a grocery store, a cosmetics shop, or a small restaurant. You may stay afloat in the second wave if you can deliver your products to your customers.

Source: Freepick

Now how to establish a delivery system?

You can either do it yourself or hire someone. That someone could be your family, friend, anyone. Every housing society has a car cleaner, sweeper and the like who would be jobless in the lockdown. You can use them to deliver your products at a commission. In this way, you will be helping the underprivileged people earn as well. In terrible times, we need to help each other grow.

And while you do it, don't forget to follow all the social distancing and sanitising protocols.

 

It will start with a friend request

 

Your customers will be spending more time consuming social media content and other apps on their phones. It is time to exist in their newsfeed.

As you would know most of your customers by face, if not by name, you can easily recognise them when Facebook recommends them to people nearby. Start sending them friend requests. I am sure they will accept; at least a good number of them would. You need to use social media proactively.

Source: Wordpress.com

After they have accepted your request, introduce yourself even if they know you. Talk about your products. Update about your shop's activities, your inventories. This way, they will be able to recall you whenever they would need your products.

You have phone numbers written on your shop's hoardings. It's time to use WhatsApp to take delivery orders. It's easy, convenient and they can get a prompt reply about the products' availability. The ease of ordering would prove advantageous in your case.

And if you are someone who is dependent on local retailers, please connect with them over social media, accept their request. They need your approachability.

 

Reach out to the elderlies

 

According to the census 2011, almost 15 million elderlies live alone. Another survey in 2018 by Agewell Foundation found that nearly a quarter of elderlies live alone in Delhi.

The people living alone with limited resources are often ignored in the conventional segmentation. These people cannot be considered similar to any other because of their age, physical and mental conditions, and being non-tech savvy. This neglect leaves a new target group to cater to.

In most cities, we see older people staying away from any younger relatives in different cities. These elderlies are seldom tech-savvy. If they need anything online, they would be asking their children in different cities. Having no idea about your presence, their children would opt for online delivery of other services that have a national or global presence. The service companies then provide them with their requirement in a day or two.

Source: Silver Talkies

Now you could significantly reduce this long chain of asking, ordering, and delivering if you reach out to them and know their pain points. You can then use your delivery system you created to serve them. They often require emergency medicines at the earliest; your business is best suited for them.

According to blogger Chintan Bharwada, older people require more attention, prefer a one-stop platform, and are convenience-oriented, among many other factors. You have everything they are looking for. None of the nationally present company can reach out to them the way you can. Though their shopping basket is of lesser value, their customer loyalty is too good to ignore.

Again, maintain extra precautions while serving them. You don't want to infect them with the virus.

 

Accommodate panic purchase

 

If you are a grocery shop owner, focus on the essential products; order them wisely. People are going to resort to panic purchase once the lockdown begins. But you need to keep a check on the Bull Whip Effect and minimise the costs of overstocking.

At times, you won't be able to accommodate your customers' rising demands, which will often be temporary. Remember, it is okay to turn down a customer than to let your inventory accumulate once the demand is down. The cost of understocking is less than the cost of overstocking. You can always ask your customers to check later, and they will understand. Politely tell them that you need to serve everyone and can't put your resources for one customer. Everyone understands pandemic, and they will appreciate you too.

Sources: Indian Express

If you are not someone dealing in essentials, you may face the brunt of a customer shift towards only essential products. You can still promote your products and services. Have your products in their minds, and once the lockdown is eased, sell it to them. As customers should refrain from panic purchase, you should not let your guards down to sell. Instead, try to shift to products that people are buying. If you are a boutique, sell masks. If you are a stationery shop, sell sanitisers. Be available to your customers in one way or the other.

There's always scope for growing your business. Explore all the avenues.

 

Use the power of word of mouth marketing

 

Advertisements work for the heavily funded or the ones whose revenue is on the higher side. But the most potent form of advertising is the one that cannot be bought –word of mouth.

Peer-to-peer advice and suggestions often go a long way in sales than any form of advertising.

Source: G2 Learning Hub

You can take advantage of this communication to further push your business. You can ask your customers to let their peers know about your business. Additionally, ask them if their friends need anything.

People will be talking about you if you can solve their needs well. And while you do, ensure to get an extra lead on your next customer. In this way, you can use the power of compounding to grow your business.

 

To conclude, be more than a business

 

As a businessman, don't focus on selling always. This is the perfect time to improve your customer relationships. Call your customers to ask if they are doing fine, and ask about their health, their family. DM them if you don't have their number. Become their friend and relative, not just their shopkeeper. People don't want to be sold products all the time; they need to have better experiences.

Here lies your advantage. While big players can customise their advertisements for each individual based on their internet cookies, you can develop in-person relations beyond your products. And they will remember anyone who was with them during times like these. Whom do you think they would call in times of urgent need? Of course, you, because they recall you. You are just a phone call away.

At times like these, we need more human beings and fewer businesspeople to survive. Don't forget; they're your neighbours too. Even after the pandemic, they will retain the relationship you have built over the lockdown.

So you have seen why in many ways, small businesses like yours can survive. Not only would you ensure a steady revenue, but you can also increase your customer reach and establish yourself as the market leader in your niche.

Do share this with other businesspeople in your vicinity and help them in times like these. You can also share the insights with them and help them grow.

Please let me know how you or the businesses in your locality are doing. Let's help each other be.