Dear Black Business Owners,
I woke up this morning with the urge to write this because Black-owned businesses are important to me. Anyone who knows me knows this, but for those new here, I want you to know this first. I have always supported Black-owned businesses, and over the years, the proliferation of Black-owned businesses has been both encouraging and inspiring to me. We are trying our best. I am rooting for you.
I originally grew up in a very small rural town in North Carolina, and I knew there were a few black-owned businesses in my town, but I never would have imagined growing up that the majority of the clothes I wear today are from black-owned businesses. That makes us happy! Also, with all the trials we’ve been through this past year in 2020, one bright spot during that time has been that Black-owned businesses have been showcased and highlighted more than ever before. For me, it’s introduced me to so many new brands and small businesses. I love supporting Black designers who have stores like Target and bigger businesses online, but this light has given me the opportunity to support even more small businesses.
I’ve spent the last year adding more Black-owned items to my wardrobe and exploring more Black service providers in my area. It’s been such an amazing experience supporting my brothers and sisters and making some amazing connections along the way. I want this love letter to contain my admiration, respect, and affection for Black-owned businesses. I also want to share some advice.
I always want black-owned businesses to win! everytime! As a customer, I’ve been disappointed by several companies over the last few months, but first I realize that a few bad experiences do not equate to an overall experience, and a few experiences will never stop me from supporting an employee. Someone might miss the point there. I also realized that even though the types of businesses I was supporting were different, the disappointments in these experiences were all very similar.
As someone with experience as a customer, consumer, and black business owner, In my own right I’ve worked in administrative and customer service roles for many years, and I wanted to share a few things that may help Black-owned businesses, especially small businesses, do business better and improve customer experience.
1. Before you start your business, develop processes to help your business run as smoothly as possible.
This seems self-evident, but it’s not always that simple. I feel like a lot of people have a strong desire to start a business and often jump in headfirst, only to realize later that they missed a few things before they got started. It’s always important to look at the big picture, but starting a business requires taking small steps that lead to the bigger picture. This isn’t always easy to do, which is why small business centers, business coaches, and more are so essential for business owners.
There are many types of businesses out there, so I think the easiest way to give an example is something like this… Imagine you want to start a business while working full time. What would the process look like? Think about it! Make a list of ways to make it work. You can develop your website and social media on your days off. You can spend a few hours after work every day promoting your products and services online, interacting with your social media audience, and packing orders. Developing a process instead of haphazard is sure to pay off.
2. Communicate expectations and delivery standards early.
My first piece of advice leads right to this point: communication is key. Use your website to share the right expectations. For example, if it takes up to 48 hours to respond to email inquiries, state that on your website. If you only ship on certain days of the week, state that on your website. If shipping turnaround time is up to 2 weeks, state that on your website. You can avoid a lot of problems by simply stating your expectations clearly on your website.
3. Build and utilize your email list. Don’t rely on social media as a way to communicate with your customers.
We live in a world where we use social media a lot. But if you rely solely on social media to communicate with your customers, you’re going to miss someone every time. Why? For one, social media is fast-paced and information disappears quickly. Plus, some customers only use social media at certain times, some are at work during the day, and some aren’t online when you post. That’s why an email list is essential.
Most people around the world will at least check their email. Build an email list and use it to share sales, delivery delays, or any important information your customers need. Personally, I would say that email and text programs work best for me as a customer and consumer.
4. Maintain a professional attitude at all times.
In running a business, staying professional above all else will get you far. I know it’s hard, and I’m not going to say the customer is always right because sometimes you’ll encounter situations that you can’t resolve. But your attitude and demeanor towards your customers says a lot. Respect and courtesy are key. If an issue arises, offer something to ease the situation. Also, although it may be tempting, don’t publicly share your negative experiences with customers. It may save you in the moment, but on the flip side, it could give strangers a negative impression of you and your business. Stay professional.
To any Black-owned businesses reading this, I want you to know that I want you to succeed. Not every business encounter will be good, but setting expectations early on and handling every situation professionally will put you on the path to success.
What do you think about the advice I shared? Is there anything you’d like to add?
May God bless you.
Source: FabEllis – www.fabellis.com
