During uncertain times like these, it is more important than ever to continue to communicate with your customers to let them know what business decisions you’ve made – whether that is to close your doors entirely, or only offer product sales but no hands-on services or any other choices you’ve made.
Remember, everyone is facing this crisis together, so be transparent about what your business is going through so your clients can empathize.
As Harvard Business Review reports, “When customers are separated from the work that’s being done behind the scenes to serve them, they appreciate the service less and then they value the service less.”
Connect with your clients on your website, social media, email, phone or text chat. Be sensitive and positive and communicate often.
Below are some ideas that you can implement now.
Small business may experience an increase in customer service requests – phone call, etc – but, may now have fewer staff. Be sure to update your website, social media channels to let your customers know what you are doing during this time to keep them informed of your situational changes.
If clients are suggesting cancelling their appointments, be sure to ask them to only postpone the appointment. This language helps customers to understand that the situation is temporary and you will be happy to serve them when they are ready. If possible, attempt to book a future appointment date.
Offer clients vouchers for later appointments. If necessary, offer a discount to help with cash flow.
Ask your customers to be responsive with your social media content. Ask for likes, share, etc and let them know helping small businesses like your will help to keep you visible
Ask clients for reviews, this is a great time to build up your testimonials
Get creative – perhaps you can offer beauty tip videos so clients can continue to perform their daily skin and beauty regimens from home. If you do offer videos, you can pre-record them on your mobile device – or you can use video software such as Skype, FaceTime or Zoom to have in-person consultations with 1 or more of your customers at a time.
Get more creative – offer conference video classes to teach clients about personalized treatments or services they can perform.
If you have clients asking about some of the product you generally supply in store, you might consider an online program to sell directly through your website to customers.
All year you should be offering referral or packaged gift vouchers, be sure to implement online purchases of these through all your marketing and sales channels.
Now is a great time to build and increase your social media presence. Take the time to pre-build memes or shoot some videos of your business. Show clients how you operate behind the scenes.
Show your community involvement on your social channels. You could share community-led initiative that your clients can take part in from their homes. Was there a common topic of discussion in your beauty business prior to the crisis – maybe Season Three of the tv series Claws? You could share updates on binge-worth Netflix shows to you customers.
Offer after crisis specials, deals or promotions that take into account community needs. You could offer a special Hair Removal or Skin Rejuvenation package and donate a % of funds to first responders, or food banks, or other impacted areas within your own community. Be sure to promote it heavily during this time.
Plan ahead for when the crisis has subsided. Use messaging in your channels that help customers visualize what happens after the crisis. Encourage them to purchase certificates now so they can redeem them when the virus outbreak has slowed, giving them something rewarding to look forward to.
Remember, we are all in this together.