When there is a natural disaster shown on TV, we are all amazed at the destruction. We even feel sorry for all of the folks having to live through such an event. The recent storm that ripped through several Midwest and East Coast states gave me a new perspective because I became one of the forlorn observers and survivors. Unless you have lived a few days or weeks like a citizen of a poverty-stricken, food-rationed, third-world country, you really don't achieve the level of understanding necessary to properly appreciate the personal fortitude required to endure. People, in general, are pretty resilient, and the toughest of times can equate to some of the finest moments of humanity, yet also unleash torrents of personal panic. Personally, having gone through this experience, I will be better prepared for the next unexpected event. Then I began to think about how I can better prepare my business as a result of what I witnessed. I started focusing on the several areas that my customers seem to be the most concerned about and how my business can actually prosper and deliver when my community needs me. Instead of being just another victim of the event, I've decided to try and become part of the solution for a faster recovery. Here's how I plan to do it.
Back-up power
You could go completely crazy with this, but here is my advice. If most of your customer base has no phone or Internet service and no power, what good does it really do to have phone service, Internet and power at every sales station? Additionally, in a time of crisis, the amount of people that will or can show up for work will most likely be less than a full crew. A small generator should do the trick, as you will need enough power for your main computer system, a sales terminal and a printer. I have even used a deep-cycle battery and power invertors to do the trick. Also, remember, that a larger generator uses a lot more fuel, and you may not be able to get any fuel for several days from any location remotely close to your business. Some flashlights will also come in handy.
Communication plan
If you are fortunate enough to survive a disaster intact and can open, your customers and potential customers need to know. Visual signage declaring you are open in spite of the storm will do the trick. Poster board from a craft store or department store will complete this task easily. It's a new sign your customers are not used to seeing, and it takes place of all the little flashing “Open” signs that will not work without electricity. That takes care of people driving by, but you need to get the word out to the other folks that are sitting at home listening to the radio, so call the radio stations and let them know what you have in terms of inventory to help the community and/or relief agencies speed up recovery, but at the very least ease the situation. Let the radio stations know that you have batteries, two-cycle oil, spark plugs, gas cans, generators — all sorts of stuff people will be scrambling around to find. Let them know if you can accept credit cards or if it's cash only, and if you are shortening or otherwise changing the hours of operation. If your business has services like phone, Internet, electric or water, you'd be surprised at the goodwill you'll build with your clientele if you allow people free access to your good fortune.
Monetary considerations
Normally, we have enough change to last us about two days of normal operation. Let me tell you from experience: if you are open and let everyone know, and you are on a cash basis, the onslaught of people will run you out of change in about four hours. If you are very, very fortunate to have your credit card machine functional, be sure to make a note of this on your outdoor signage, and you will really be surprised at the number of customers that will come running.
"Hoarding" strategy
Is all of your merchandise simply for sale, or are you going to limit demand per customer? You need to establish this policy very early on, or it will result in fistfights that would make the UFC proud, but may also endanger you or your employees and other customers. For instance, if you have 25 deep-cycle batteries and one guy rolls in wanting to buy all of them, what will you do? Sell them all, or limit him to say, 3? Odds are, he will be reselling them at a much higher price to your local community and somehow you will be implicated in this whole mess. Fear and lack of communication will drive people to do some crazy things, so be prepared that you will face some tough decisions during the crisis.
Emergency contact posting
If your parts store is like mine, we sell quite a bit to the local service agencies like fire departments, the water company and the street department of our local city. If you have phone service at home or a cell phone that functions, I advise posting of a contact number in a highly visible location so that they might get ahold of you. Think about this for two reasons. First, they might need you in order to provide emergency response, and second, they might need to let you know that your business is on fire, has had a tree fall on it or has been broken into and all of the deep-cycle batteries are now missing. If you don't want to do this, you need to make prior arrangements with these service agencies before the time of need arises. A simple way to do this would be to call your local 911 dispatch center and tell them how to get ahold of you, or call the agencies individually to ensure that you can be contacted if a crisis arises.
Company disaster plan
Develop one if you don't have one. Your employees need to know what to expect, what you expect and how it will affect them and their families. Include such things as scheduling, contact numbers and how your employees should prepare themselves for what may turn into some very long days in harsh conditions. Distribute this and don't forget to educate new hires on your plans. If you go a long time between occurrences, this is something that can be easily forgotten.
Basically, plan appropriately, communicate with everyone you think that needs to know and execute your plan. There are too many sayings about planning and failing, so I won't bore you with another; I'll just leave you with this. Unless you are prepared, you will suffer immensely if faced with a disaster, natural or otherwise. Godspeed for the recovery and thanks to all who helped me and my business survive a horrific event. We intend to pay it forward the next time, for there certainly will be a next time.
