If you missed my latest workshop, Navigating Christmas & COVID Like a Pro, I still wanna let you in on a little secret. (Lean in close so I can whisper it…)
I steal from Amazon all the time.
Yep, it’s true. As a small business owner, I’m constantly looking to the pros for inspiration. I want to know what’s working, what’s not working, and how a business like mine can do it even better. Want in on the action?
Here’s 4 major trends you can “steal” from the pros to make your holiday business a little brighter…
1. AUTOMATE PROCESSES
The Pros: “Bring on the robots!”
Pros like Amazon are filling warehouses with machines to sort, stock and scan packages to be more efficient this holiday. While you may not be able to use an army of robots to make your workflow more efficient, you can still utilize a variety of handy tools and tricks to make your customer’s life (and yours!) more simple.
Small Biz: “Automate processes!”
Leverage technology in tasteful ways so you can have more time to add personal touch where it really counts. For instance, using a simple scheduling tool like Calendly or Acuity can be a big time-saver for setting appointments. Creating an auto-response on Facebook or other messenger tool can give customers speedy answers on small questions. Utilizing the advanced scheduling features for email campaign sequences or social media posts can also be a major time-saver. Every second counts!
2. RECRUIT HELP
The Pros: “Let’s go on a hiring binge!”
Companies like FedEx & UPS are hiring 100,000+ seasonal employees to prepare for the holiday rush. While you also may want to bring on part-time helpers this season, I believe the best employees aren’t actually “employees” at all – they’re loyal fans.
Small Biz: “We love our fans!”
Consider ways to deepen trust and loyalty with current customers, colleagues and fellow businesses. Spoil them. Partner with them. Give them the red carpet treatment. Why? One good Google review can work harder for you than one hundred seasonal employees. Whether it’s offering over-the-top customer service, throwing in a bonus gift, or adding a personal festive touch to the purchase – this holiday – give your customers a reason to text a friend and brag on your business.
3. REPURPOSE AND SERVE
The Pros: “Don’t waste any space!”
Big box retailers like Wal-Mart & Target are reserving and repurposing space for rapid pickup and order fulfillment. Entire storefronts have been converted to makeshift warehouses to accommodate for a decrease of in-person shopping and an increase of online orders. As a small business owner, you may be rethinking your brick and mortar space as well, but don’t stop there. It’s time to rethink and repurpose your products and services as well.
Small Biz: “Let’s rethink and repurpose!”
Consider how your idea, product or service can solve today’s problems for your customer. What do they need (and want) right now? What will compel them to part with their hard-earned money to get it? Whether it’s a tangible need (online ordering, gift cards, digital content) or an intangible need (convenience, comfort, safety, nostalgia), find a way to make your offering relevant and irresistible. (Get more inspiration from these examples!)
4. EXTEND THE OFFER
The Pros: “Extend the sale!”
“Black Friday” deals have been going strong for months as pros attempt to keep sales slow and steady all month long. Instead of relying on one weekend of deep discounts to provide a major spike in sales, major retailers are focusing more on the long game.
Small Biz: “Extend the value!”
More than a good sale, people crave reliability and a good customer experience. This is where small businesses can really shine. While you may not be able to offer a crazy deep discount or guarantee overnight shipping, you can provide consistency, quality, value and experience. Aim to “wow” your customers and create an experience they can count on.
84% of customers say the experience a company provides is as important as it’s products and services. (This is up 80% in 2018!)
– Salesforce, 2020 State of Marketing
From one small business owner to another, I believe what you have to offer the world is way better than what can be bought on Amazon Prime. Don’t be intimidated by the pros. Learn from them. Pay attention to what’s working, what’s not working, and how a business like yours can do it even better.
For more insight into how you can quickly build marketing momentum for your company, attend an upcoming free workshop or signup my monthly marketing tips at the bottom of this page.
