HOW TO CONNECT WITH THE COMMUNITY
FOLLOW OUR GUIDE TO BEING AT THE HEART OF THE LOCAL SCENE
The one lesson I’ve learnt...
WHILE SARAH COLLINS’S EMPORIUM, SPROUT & FLOWER, is not a village shop in the traditional sense, its role as a vibrant community hub has many similarities. ‘The importance of rural enterprises in their local communities cannot be underestimated,’ says Sarah Lee, head of policy at the Countryside Alliance*. ‘It’s more than just providing the basic amenities for locals; it’s about supporting the rural economy, providing community spirit and being a comforting friendly face for locals.’ Here’s how to ensure that your rural business is fully invested in both its customers and the community, providing a genuine connection and good old-fashioned care.
MAKE YOUR BUSINESS WELCOMING It’s not always easy to make friends and forge connections in our communities, but having a proper reason to go somewhere regularly makes it much easier, so make sure the environment of your enterprise is welcoming when people get there. ‘We know all of our regulars’ names and what they’re up to – and they share in our lives, too,’ says Sarah. If possible, introduce other ways to encourage customers to linger.
Since Sarah started selling freshly made coffee, customers pop in regularly for a brew, and the general chat and friendly banter that ensues makes the store a convivial place to be – not to be underestimated for those that live alone or feel cut off. ‘Even helping to pack a customer’s bag and having a chat can make a difference; sometimes that’s the only human contact they’ll have all day.’
CATER TO THE CUSTOMER
Think about the needs of your various customers, and how you can meet them within the perimeters of your business model. ‘Some people come in to buy a special bouquet, or want to choose some goodies for the weekend, but we’ve also got busy mums dashing by to pick up a loaf of bread midweek,’ says Sarah. ‘And a lot of our elderly regulars pop in just for a couple of veggies. We try to cater for everyone.’
SHARE WHAT’S HAPPENING These days, social media is a vital component of any business, and Instagram is especially important for those with visual appeal like Sprout & Flower. It spreads the word, but it’s also a valuable way to provide a sense of inclusiveness by showing followers snapshots of day-to-day life. ‘It provides mutual support because you can engage with others who are also trying to spread the word about their business,’ says Sarah. ‘It’s another aspect of community.’
GET OUT THERE
Think beyond the shop by supporting local charities, events and initiatives. ‘We often get a stand at Frome Independent Fair (thefromeindependent.org.uk),’ says Sarah. ‘It’s a great way to promote the business, but it’s also inspiring to see other independents and creative people doing the same – it makes you feel very much a part of something.’ You can also contribute to community life in small but generous ways. ‘We often take surplus flowers to the local residential homes. And just before we close on Christmas Eve, we hand out poinsettias to passersby. There is also a council-run farm nearby that runs a scheme for children with special needs, and we give them leftover vegetables to feed to the pigs.’
❝ TO BE BRAVE! IF THE BUSINESS MODEL IS SOUND, ALWAYS TRUST AND BELIEVE EVERYTHING WILL BE ALL RIGHT ❞