We’re in the thick of the Halloween season, but before we get too caught up in edited-for-TV horror movies (lame) and the annual re-emergence of candy corn, it’s smart to look ahead.
For small business owners — especially brand new ones — the November and December holiday season can be exciting and lucrative. And it can be confusing and stressful as well. Here’s a look at five tips to prepare for it.
- Find your audience — A fledgling young business often won’t have the budget for a big-time commercial or a slick ad in the 27-pound Thanksgiving edition of the local newspaper. So figure out other ways to get your message out, as described by the website noobpreneur.com: “Social media marketing campaigns can increase consumer awareness and drive traffic to your site. Online advertisements and email marketing campaigns also serve as cost-efficient means to promoting your store.”
- The shipping news — The convenience of online shopping can help ease the stress for customers, but not so much for the procrastinator. Make it easy on your customers by making it plain when purchases must be made, as explored by Harry Whitehouse in a story on business2community.com. “Post these deadlines up on your website where they are clearly visible to your customers,” he says. “That way, your customers will know when they need to wrap up their holiday shopping, and won’t be caught off guard if an item doesn’t arrive in time.”
- Stock up — Ever have a dumbfounding moment in a restaurant, when you get word that a fairly standard dish is not in supply that day? (“Oh, I’m sorry, we’re all out of chicken.”) Think about how irritating it might be for a customer to learn that your products or services are not available in the thick of the holiday season. As described in the noobpreneur.com story: “In a busy holiday day, this situation can become exponentially worse, as frustrated customers are directed to other businesses. Order supplies early, and try to focus on items that would potentially become bestsellers.”
- Brace for returns — In addition to all the hustle and bustle of holiday shopping, remember to be ready for returns. They are inevitable, so make your policy accessible and easy to understand (store credit vs. refunds, receipt requirements, length of time items are eligible for returns). A frustrating return experience may lead customers (or gift recipients) to take their business elsewhere on their next shopping experience. Roger Beahm, professor of marketing at Wake Forest, is quoted in a story for Entrepreneur.com: “You don’t want your customers to be surprised if they bring a product back. You want to make sure they know that you have a policy and what it is.”
- Show your gratitude — Customers have so many options, in person and online, that the holiday season is the perfect time to express your thanks for their business — and not in a generic “Thank you, come again” manner. Julie Gordon writes about this in a story for Inc.com, saying that email and even the lost art of the handwritten card can go a long way in customer satisfaction, especially if there’s a bonus coupon or offer included. “Customers love to be appreciated, especially those loyal to your business,” she says. “Some simple ways to show how much their business means is through personalized email messages or invites to customer-appreciation activities. Social media and email are quick, effective (and often free) means of targeting loyal customers, enabling you to highlight holiday-themed contests, new services or merchandise, or return-customer holiday discounts.”
