‘We’re all here to help each other’: Collaboration opens new doors for small businesses

While facing challenges old and new — from navigating the ups and downs of the economy to ensuring adequate staffing post COVID-19 pandemic — small businesses are discovering the benefits of teaming up to expand their customer base.

“I am seeing a lot of collaboration in trying to attract new customers,” said Jennifer Johnson, executive director of Main Street Libertyville. “I think the more ‘out of the box’ you go, the more opportunities there are.”

For example, small businesses also are providing more “experiences” for their customers, such as special events and private shopping times, Johnson said.

Often, businesses partner to offer such experiences, for example by combining one’s attractive space with another’s expertise in offering customer events, she added.

The most successful ones have built a strong social media presence, and have upped their game with things like marketing videos and live online shopping events, Johnson said.

“I think it’s an exciting time for small businesses that utilize that technology,” she said.

Christine Fenne, managing director of AlphaGraphics in Wheaton, agreed that small businesses are collaborating more with each other, as well as with local nonprofits, to reach new audiences for their products and services.

Chambers of commerce and business groups encourage these collaborations with community events that highlight local businesses, Fenne said.

The impetus to buy local has somewhat waned since pandemic days but still remains solid, Fenne added.

“Amazon and those types of online sellers are always going to be there, and they do fill a void with that 24/7 and last-minute service,” she said. “But I think people really do try to support their local businesses.”

While Amazon poses challenges to local businesses, it also can provide opportunities for them, said Schaumburg Business Association President Lisa Gilbert.

For example, the Amazon Hub Delivery program partners with small businesses in rural areas and dense urban areas to deliver packages in their communities, she said.

“It’s extra income, and the small business can add their business card and a note, like ‘Proudly delivered by your flower shop down the road,’ to reach customers,” she said.

Rich Wagner, owner of Rediscover Records in downtown Elgin, said it’s important to establish camaraderie and patronize fellow local businesses. “We’re all here to help each other,” he said.

For example, during Record Store Day on April 20, Wagner stocked his store with pastries for clients that he bought at a nearby coffee shop, which in turn advertised his store and the event.

While people are back to shopping in person, the pandemic has conditioned them to check out online inventory before showing up, Wagner said.

“With COVID, I really had to keep on my toes about keeping the content updated, because people were really going to it,” he said. “Now I am keeping that up and making sure everything is there.”

Expertly juggling everything from inventory control and accounting to supervision of renovations is the trademark of any successful small business, said Heather Wahl, owner of R.C. Wahl Jewelers in Des Plaines.

In her line of business, people always have wanted to shop in person as much as possible, but it’s still important to offer options like shopping via Zoom, she added.

The pandemic has prompted businesses to “laser focus” on what they do best, by either scaling back or adding products based on customers’ demand, Gilbert said.

“As an entrepreneur, or a solopreneur you’re almost an island. You have that passion and that drive, and what you do with your company is your decision,” she said.

Local business chambers and associations are a great resource in helping businesses thrive by presenting opportunities such as applying for grants, and paving the way for making connections with each other, Gilbert said.

“Anything you can do to help business owners save on time and get the results they need by making the connections and the introductions is crucial,” she said. “Having an invigorating community to bounce ideas off of and to grow creates a lot of opportunity.”