Business in Disguise

While many states across the country have opened up their communities, New York is just beginning. Locally, here in Erie County, we are hopeful that Friday may be our day. So, what does this mean for Small Business Owners?

First, and foremost, we all need to adjust to providing our products or services with a new look - Behind a Mask. They come in several shapes, sizes, colors, and patterns (just like dogs!). But, make no mistake, this is a very different way to conduct business than most of us are used to in our lifetime.

I once did business with a Canadian firm where the CFO told me he only did business with people who he could look eye to eye, no exceptions. While the mask will cover much of our face, we can still see each other from the eye up. My recommendation is to consider buying masks that you can imprint your logo upon. While masking our faces inherently takes away the trust of knowing and see who you are doing business with, it is an excellent opportunity to market your business and remind your clients, patients, or customers that the “face” behind the mask is your brand and with them looking at your logo when speaking to you, they certainly will not forget that! We placed our order today for Branded Masks.

Secondly, there is now immense pressure on business owners to secure the safety of their space, their employees, and any clients that may visit. While the requirements vary regionally and are state specific, several seem to be universal. Mark your space in six foot increments. We have found that blue or red tape is most commonly being used and both catch the eye of the person approaching. Ensure you have enough hand sanitizer available with touchless dispensers preferred. Your COVID-19 Policies should be written down and posted at the entry of your business. You may or may not need a Touchless Thermometer to take temperatures daily of anyone entering. A box of disposable plastic gloves is also good to have available. And, of course, masks. You should have plenty on hand should someone forget to bring theirs., and they will. I have already seen it, unintentional as it was, it puts your business and any employees and visitors at risk.

I attended a WBENC sponsored call last Friday where several attorneys made the commentary that Documenting your efforts as a business owner to comply with COVID-19 opening requirements is essential. If you take temperatures, write them down in a daily log - name, role of person, time, and temperature reading. If you have any in person meetings, document the steps taken, such as only seating people 6 feet apart. A recommendation was made to take photos to attach to your daily log as well. They can only provide backup in the future should you need it. At one point, the phrase Document, Document, Document was used, similar to the real estate phrase, Location, Location, Location. If your only take away from this Blog today is Document, Document, Document, then reading this has been worthwhile.

We are all about to embark upon a new life journey, Business in Disguise, as I call it. Much of our normal has been taken from us so adapting to life in a Pandemic World will be a journey we will all take together. Do not fear it, research the laws governing your reopening, abide by them, and becoming creative with some aspects such as branding your masks, can make this transition a bit more achievable and not as daunting. Remember to document all your policy efforts and new behaviors, treat your Mask as your companion, don’t leave home without it!

It’s a masked world now, embrace it, and soon people will realize yours is the same business they have always relied upon, only in disguise.

Be like Duke, our Dog Model for today’s Blog, Mask On! Stay well.