Strategies In Uncertain Times
Coming up with strategies during uncertain times is not always the easiest goal to have. As I write this, the news is changing literally by the hour regarding the Covid-19 outbreak. Brandee Lepak, President of the NBDA, sent this letter out on March 16th. It has several important things to consider.
At this moment, it appears that states and counties are making ongoing changes to which businesses may or may not continue to operate and in what capacity. One of the most significant stressors currently for bicycle retailers is if they will be shut down. For those that wish to remain open, there may be provisions in potential closure orders that allow essential businesses to stay open. Transportation is generally considered necessary. With Federal, State, and local dollars coming from transportation coffers, it could be argued that bicycles and servicing could be regarded as essential transportation.
Additionally, I am aware of some municipal bus service interruptions and closures, which furthers the bicycle retailer’s arguments being considered essential. At this moment, it is unclear if this argument will work – I will try and update as time goes on. Please reach out to me at Dave@NBDA.com if you have news or success/failure with this.
Now you need to develop strategies during uncertain times
In the NBDA’s letter referenced above, it is essential to consider your mental health and that of your employees at this point as well. When being told to stay home and self-isolate, work, and interact with potentially infected customers, it is understandable that anxiety levels can be exceptionally high. Now is time to be compassionate and allow employees to make decisions regarding their health. Now is not the time to make the requirements of employees that make them feel unsafe.
It may become more and more socially unacceptable to be open if other businesses considered to be nonessential are closing even if there is not an explicit order to close. This is where making an early and passionate reason for your business being open is critical, and that will revolve around the idea that you are essential. I have noticed some social shaming taking place online when people or businesses are not taking the Covid-19 pandemic seriously enough. I have also witnessed some companies taking a moral high road when closing. The key to not falling victim to that seems to be an argument for your essential services continuing.
Last, there are many ways to be careful, including keeping customers and staff at least the recommended six feet apart, if not more. It may be comforting for everyone to limit the maximum number of people supported by the CDC to 10 or less, including customers and employees. Many stores are instituting varying degrees of customer limitations on where they can roam in the store, what they can touch, and whether they can enter the store without being let in. It is also essential to be visible and aggressive in disinfecting not only all high-touch surfaces on a very consistent basis but customers’ bikes immediately upon arrival to the store and again when handed off to the customer.
Being careful is not only crucial for everyone’s health but also to ease the anxieties inherent in a situation like this. If you choose after careful consideration to be closed, and you feel that is the correct call, you should do that. These are terrifying times, both from a personal and business health standpoint. Like Brandee stated in the letter, finding a buddy can be very helpful. Be safe and do what you feel is best would be my main advice. Stay healthy, calm, and positive! Please reach out to me if you think I can be of service to you in this difficult time. My email is Dave@NBDA.com
Words by David DeKeyser
David DeKeyser and his wife Rebecca Cleveland owned and operated The Bike Hub in De Pere, Wisconsin, for nearly 18 years. In 2018, they sold the business and real estate to another retailer based in a nearby community. David now writes the Positive Spin series on Bicycle Retailer and Industry News and he writes articles for the NBDA’s blog, Outspokin’. David also provides business consulting through the NBDA’s P2 Consult Program.
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