Build your skills as a boss as you grow your business

Behind the Review host and Yelp small business expert Emily Washkovic shares a look at this week’s podcast episode.

When building a small business, most owners think of expansion as a clear sign of their success. Bigger is better. More customers equals more revenue. But rapid expansion can hurt your small business if it’s not done right with the right tools and resources.

That’s a lesson Corey Burton-Universe, owner of Unusual Closet, a custom clothing and sewing resource, learned the hard way. After a slow 2020, business picked up in 2021 when weddings were postponed.

“Then 2021 hits, and it’s like, oh, we have to take every customer. We can’t turn anyone off. Oh, dear God. We’re drowning now. It was really hard. I lost some key at the end. My staff was really hard. I pissed off a lot of people, and the truth about that. I’d say it’s been a tough year,” Corey said.

The Odd Closet lost several key employees in a fire, but an assistant manager made some good comments in a resignation letter, and Corrie really took the time to listen. This has led to some changes in the hiring process as well as in their business operations.

Corey said: “We got it together. I got a business consultant, and we were planning, ‘What do we want?’ I narrowed down exactly who we needed to hire, what kind of people we were looking for. I learned a lot in the last six months, in seven months how to hire the right staff and not just panic, but how to better communicate what I need. And my staff understand what they want and manage the work flow really well. I have improved.

As a small business owner, you don’t need to have all the answers to every problem. Korri has learned to find problems when they arise and allow employees to use their own experiences to build the business.

“I’ve created a team environment here. I’m very clear, we don’t fight alone. When there’s a tough, boss-type decision, I go to the locker room and I’m like, ‘Hey, what do I do? How do I say this right? How do I do this?’

Yale reviewer Yvette C. came into an unusual closet looking for some changes to a wedding dress, which is arguably one of the most important pieces of clothing a person can wear, and the right fit is essential for both looks and comfort on the big day. That pressure can be nerve-wracking, but Yvette feels welcome and relaxed in the shop, thanks to great service and a welcoming atmosphere.

“Customer service is a big thing for me because I have my own business so I know what’s going on and it’s not hard to slap a smile on your face – even if it’s fake – to make that customer feel like they’ve had a quality experience. But at Odd Closet, it’s all true,” said Yvette.

And their goal is to truly make anyone and everyone feel like a proud LGBTQIA+ friendly business.

“I like to be up front with who we are. Very loudly and intentionally, about queer, about this queer space. It’s a safe space. That’s important to me because it shows my customers that when they walk in the store, they can be who they want to be,” Corey said.

“Also, it shows people right off the bat, if we don’t agree, don’t disagree. I joke that our rainbow storefront is a vibe detection check. If you’ve made it this far, it’s you. Probably pretty okay.”

Like most small business owners, reviews are both a joy and a curse for Corey, but they take it in stride.

“I’ve learned that you can’t please everybody…and sometimes it’s our fault, and I take it myself, but you can’t please everybody. Sometimes things happen when we don’t do something the right way.”

But according to Yvette, you can’t just respond to reviews with a standard pat answer, either negative or positive.

“When I write good reviews, [the response is] Usually a formal thank you. Corrie puts a little more emphasis on showing gratitude and appreciation, in contrast, ‘Thank you for your kind review. We hope you will send someone to us.’ Thank you for taking the time, and for your review. It really helps us. We can’t wait to see you. So it was nice to get a little bit more.”

These strategic business lessons have contributed to Odd Closet’s success, and these others can help your small business:

• Rapid business growth brings challenges. You may need to reduce workload or hire new employees with special skills.
• Acknowledge your lack of experience and be open with employees. They can come in and give advice.
• Be proud of who you are. Creating an inclusive environment helps build a customer base and provide customers with a self-affirming experience.
• Be thoughtful in your responses to reviews. You will notice that reviewers write canned responses to their reviews.

To hear live from Corey and Yvette, listen to the episode below and subscribe Behind the review Every Thursday for more from new business owners and reviewers.

Available on: Spotify, Apple Podcasts, Google Podcasts, Stitcher and SoundCloud