As a strategic communication consultant, I spend my days counseling large organizations on what to say and how to say it. Most of my clients are massive for-profit companies, staffed by thousands of people who are (mostly) united in their quest to create success for the corporate entity that writes their paychecks.
For about half of my career, I was inside these huge enterprises. I (mostly) reveled in the luxuries of belonging to a mega-workforce. There is strength and safety in those numbers.
But I’ve learned that my happy place is small. As one who prefers free agency, I choose to run micro-businesses: Spencer Grace is an agency of one (me), Story Mode is a collaboration of two (me and Jill Pollack), and Anthology for Books is a partnership between me and my husband Jim Nyland. What’s more, three years ago Jim and I ditched our urban/suburban existence to root ourselves in a small, rural community where small business reigns.
Because my life and livelihood exist in such a small world, I spend a lot of time pondering what it takes for a small business to thrive (or at least survive).
When you’re a team of one, two, or just a few, how do you create your own strength and safety?
You don’t. You still need those numbers.
Call it a community, a village, a tribe, an army, a squad. Whatever. Call it a requirement. Every small business needs a critical mass of humans for support.
Pause for reader identification:
Right now, if you own a small business, you might be nodding, “Amen.” Keep reading and receive the remaining paragraphs as an affirmation and a form of solidarity. I see you, I get you, and I want you to win!
Right now, if you do not own a small business—maybe because you’re in a (mostly) satisfying role with one of those large organizations—I hope you are picturing your favorite macro-biz:
The coffee shop where they greet you by name
The salon that always fits you in at the last minute
The tutor who got your kid through chemistry
The pet sitter who loves your dog as much as you do
The auto mechanic who’s a wizard with your classic car
What can YOU do to support tiny businesses like these?
I have opinions, of course, but I wondered what others might say. So, for the past few days, I’ve been asking small business owners:
“What’s the most helpful thing someone has done to support your small business?”
In my heart of hearts, I hoped my entrepreneurial peers would give a wide range of answers. Surely, as I gathered their experiences, this post would write itself!
No such luck. All their responses focused on just ONE action you can take to stimulate their success. It’s remarkably simple:
TALK.
Yep. They just want you to open your mouth. Talk about them and talk to them.
Now, allow me to assume the role of your strategic communication consultant, advising you—the person who’s eager to help a small business succeed—on what to say and how to say it.
Top 9 Ways You Can Speak Up to Support a Small Business
Talk ABOUT them:
9. What to say: “Five stars!”
When you have a good experience with a small business, say so! Tell anyone who will listen. After your surprisingly great breakfast at that hole-in-the wall cafe, tell your colleagues how much you loved your latte and the server whose sense of humor made your day.
Reach an even larger audience by posting a favorable online review. In mere moments, you can leave a handful of sentences that boost that small business’s reputation for months or years to come. Plus, you’ll deliver much-needed encouragement to someone whose last positive “performance evaluation” was a pat on the back for balancing the cash drawer.
How to say it: Drop a mere 20 words into your favorite review platform, such as Google, Square, or Yelp. Someone who considers herself “pretty mediocre at reviewing” left this unprompted review of our bookstore: “Great local spot for books! The owners are lovely people. Please stop in and check out the store!” That praise does not feel mediocre to us. Six weeks later, we’re still feeling the dopamine rush!
8.What to say: “Here’s someone you should know.”
Many small businesses want to get bigger, and you can help by introducing them to potential customers. No need to be pushy, just suggest a connection.
My friend Bethany has been patiently growing her insurance agency for 7 years, building a staff that shares her commitment to doing the right thing and making personal connections with clients. “It takes a lot of hard work,” she says, “but when clients experience our integrity and care, they tell other people. The majority of our growth is because of referrals from current clients.”
How to say it: When your neighbor mentions a recent hike in her home insurance rates, share the name of your agent as a possible resource. “We’ve been very happy with our agent. It can’t hurt to get a competitive quote.”
7. What to say: “I’ll take you there.”
Your friend wants to surprise his girlfriend Jordan with flowers for no reason. You could give him the address of your favorite little shop where they make personalized bouquets to order, on the spot. But when you’re not looking, he’s likely to take the easy way out and call an 800 number for floral delivery.
Instead of leaving that to chance, take him on a field trip to the florist shop. I’m willing to bet you’ll both get the royal treatment. As your guest becomes their guest, that florist will do all possible to thank you for the connection and give your friend every reason to come back again and again.
How to say it: “You want to do something really special for Jordan? Don’t let a stranger leave some pre-designed arrangement on her front steps. I’ll take you to my favorite florist, and she will design the perfect bouquet for you to hand-deliver.”
6. What to say: “You gotta see this.”
Love it or hate it, social media is a vital element in getting attention and growing an audience for businesses of any size. Alas, the competition for eyeballs is intense, and the algorithm favors big brands with big followings.
You can help a small business reach a broader audience by drawing attention to the good stuff they post online. Merely “liking” a post is useful. Better yet, make a comment. Better still, share the content with your full network, adding your own sentiment. The algorithm will reward your action, and that small business may experience a big boost from your small effort.
How to say it: When your favorite small business shares a great photo, a thoughtful post, or an exciting announcement, do more than “like.” Share! Bonus points if you tag specific people who are likely to take particular interest in the small business and its products or services.
Talk TO them:
5. What to say: “May I have a stack of your cards?”
My friend Klint just ditched his office job to launch a lawn care and painting business. In this startup period, he’s using his downtime to self-promote. For instance, he emailed his business card to locals who have relationships with homeowners and businesses who might need his services.
This approach is working: “Both of my current painting projects have been referrals,” he says. “I asked one lady, ‘How did you get my name?!’” She said she heard about Klint from a realtor who received his card in her inbox.
As Klint’s small business cranks up to full-time, he’ll have less time for self-promotion. His satisfied customers can do him a huge favor by passing along those business cards for him.
How to say it: “I love what you’ve done for me/my home/my family, and I want to see you succeed. Please give me a handful of business cards/brochures/flyers that I can pass along to others.” And then follow through, promptly. Share those materials while your enthusiasm is high and before they get dog-eared at the bottom of your bag.
4. What to say: “I heard about you!”
Julie, my hair stylist, remembers adding 3 new clients a few years ago. Another stylist was relocating out of the area, and rather than leaving her customers in a lurch, she recommended that they connect with Julie.
In the years since, Julie has added another 20 clients by way of referrals from the original 3. How does she know who to thank for this growth? Because these people proudly announce, “So-and-so told me about you!”
Word of mouth is powerful, and small business owners appreciate knowing whose mouths are working in their favor. Tell it!
How to say it: When you show up based on a referral, tell that small business owner who’s been talking them up. “I heard about you from my friends Chris and Joe.” Next time Chris and Joe come around, they’re likely to get a thank you, a hug, or even a discount.
3. What to say: “I have an idea.”
Running a small business can be isolating. Sole proprietors in particular may wonder if they’re making the right decisions and considering all the angles. If only they had a sounding board!
Smart entrepreneurs seek out those perspectives, and if you’re willing to give your time and expertise, you could become a valuable asset to your favorite small business.
Remember Bethany, the insurance agent from point 2 above? She’s become indispensable to Kim, who owns a gourmet foods business. “And not just as my patron, advocate, and insurance agent,” says Kim. “Bethany helped me work through a business decision, hearing me and giving me unbiased advice.” Kim especially values Bethany’s background in human resource management.
How to say it: Be generous with your skills and expertise and be open to serve as both customer and advisor. “You mentioned that you never know quite what to do with your front window display. I’m an interior designer and I used to work in merchandising. Maybe we could brainstorm together.”
2. What to say: “I appreciate you.”
A small business can bring big headaches. And yet, most owners and staff members know better than to let that stress seep into their interactions with the public. Even if everyone’s smiling, make a point to tell those people how much their efforts mean to you.
“The most helpful thing that someone has done for my businesses is to be a cheerleader,” says Kim, who owns a small digital marketing business. (I am surrounded by many wonderful Kims!) She is grateful to anyone who promotes her business externally but also values those who speak positively with her team members. “That’s always a boost,” she says.
How to say it: As you’re standing at the counter, smile and make eye contact with the young man who’s carefully printing the date of your next appointment on a card. “You always make this easy for me, and I so appreciate that. Thank you for taking care of me.”
1. What to say: “You’re hired!”
You knew this was coming, right? Money talks. So, in addition to speaking up on behalf of the small businesses you love, remember to put your money where your mouth is. Be a loyal and frequent customer.
How to say it: “I’ll take three of those” or “Sign me up” or “Where do I sign?”
