by Lizl Naude
She asks politely, “How is business?” Maybe you think you care when you ask, but ironically this could arguably be one of the most insensitive questions to ask an entrepreneur. I look at her and in a matter of seconds all my entrepreneurial challenges flash before my eyes. I smile and say, “Business is great! Thanks for asking!”
What am I supposed to say? Am I supposed to tell her that I don’t have it all together, despite all the great activity and posts she sees on Facebook? Am I supposed to tell her I worry about paying my bills? Or should I tell her of all the hours I put in, of which I do not always see the financial rewards? Should I tell her that I haven’t drawn a salary for months, as I kept reinvesting in the business, because I believe in it so much? Does she know I had no income during the pandemic? Will she understand? What if she judges me? Will I lose credibility? What will she think of me then?
This is a scene that has physically played over in my life more than once. I have friends and acquaintances who know about my business, and maybe out of interest they ask, because they care. These are usually people who have never owned or run a business. They are usually salary-drawers and employees. So, the thought of not earning a salary is a foreign concept to them.
Now before I go further, this post is not to judge or offend anyone, but rather it is to educate the general public, friends, and acquaintances about how to assist and support entrepreneurs in a more conducive way.
An entrepreneur is a special kind of person. Born of a different breed. Tough, resilient, persistent, BRAVE, and creative, like no other.
Being one is not easy, and if you’re not one, you will never understand the journey. I have had debates with a few individuals about business. I have felt the judgement when they hear that I still don’t have all the equipment I need to manufacture all my work in-house. Some of them have criticized when they hear that I still don’t have a big staff compliment. They wouldn’t say it, but in their facial expressions I can see the frustration of them calculating the amount of years I have been in business and the perceived lack of progress I have made. One guy literally asked me with an irritated tone, “What is the problem? Why don’t you just appoint the people you need?” I politely but firmly educated him about my strategy and how my life’s journey has shaped my business journey, and how mine might be slower than the next entrepreneur’s one.
I also asked him if he has ever run a business, to which is response was: “No, but I have worked in every department possible in my company, and I totally understand business.” Brother, believe me, it’s not the same! You need a certain amount of grit and passion to make this business thing work. And yes, your experience in corporate will help, but in a way you have been cushioned with a salary every month. You didn’t have to spend one day worrying whether you will get paid at the end of the month. You have had the luxury of dwindling your fingers for a day or two, but that won’t count against you when your salary gets deposited.
Anyway, forgive my venting. Allow me to suggest ways on how you can better support us as entrepreneurs:
Don’t ever ask – “How is business?” It is such a broad and vague question at the same time. What are you expecting to hear anyway? Instead, ask: “Is there something I can do in my capacity as….. to assist you in any way?” Now I know this might make many of you uncomfortable, but we are very reasonable people. We won’t ask you for the moon. Maybe we just need an introduction to the corporate buyer at your company. Maybe we just need you to be a scout for opportunities. That kind of helpful attitude will already make a big difference.
We might be some of the most misunderstood people. We have had the courage to step out, and we will be judged. Try not to judge, rather lend an ear, and think about ways you feel comfortable in assisting.
Buy our product, at full price. We really do a fist pump or happy dance when you buy from us. Each sale really helps us get closer to our goals.
Share and like our posts on social media. This costs absolutely nothing. But it creates awareness about our businesses within your network. Each little bit helps.
Become ambassadors of our products and services. It gives us more credibility if you promote our business, as if we do it ourselves. Talk about our businesses with your friends and colleagues.
Consider to consciously buy and support local. Before you run off to a department store, give us a try. Your purchase helps more to stimulate the local economy than you think.
Give constructive criticism, not with the aim to judge, but to assist because you really care, and you also dream of seeing our business succeed.
Offer your time free to assist a business. For example, if you’re an HR consultant or accountant by profession, an hour of your advice might make a huge difference in the life on an entrepreneur. We also understand that time is money, so we won’t expect you to become our dedicated accountant. We might just need some guidance on a specific topic.
Offer your marketing experience. Some of us don’t have the budgets to run huge marketing campaigns, why don’t you offer to draw up a social media calendar? Or offer to do research about our competitors and what they are doing? This is valuable data that we might not have time to find ourselves.
Offer a sponsorship to a business. Why don’t you opt to pay for a batch of business cards? My sister, Ame, recently came up with an idea to assist me. She sponsored one of my Africa Lap Desks and specifically suggested I should send it to an influencer (of my choice), and she will cover the expense. This is her way of supporting me, and it means the world to me.
Consider bartering. If you don’t have the means to offer something for free, we would be open to bartering our product in exchange for your expertise. This will be a win for both parties.
Refrain from negativity. Be sensitive. For many of us, business was our only choice. Some of us were retrenched or couldn’t find employment. Try to empathise before you criticize.
In essence, we as entrepreneurs need you more than you think. We do not necessarily want your money! I will say it again, we are a very reasonable tribe. Next time you meet an entrepreneur, instead of asking how business is, rather ask, “How can I help your business?
Lizl Naude is the founder of Lilly Loompa in South Africa, a company that creates beautiful and usable products made with recycled material. Lilly Loompa's “Rubbish Range” is the result of Lizl's craving to deliver pieces that are completely "green". Lizl is a self-taught designer and initially started designing and making furniture because she couldn’t afford to buy new pieces to furnish her home. She started to scout and source for budget material and quickly realised that most people discard of very usable materials. The company manufactures a variety of products, from storage holders, lamps, to dinner table accessories, among others. All materials are carefully sourced from waste and sustainably reimagined as beautiful, yet purposeful products. Eco-friendly, handcrafted and 100% South African, each Lilly Loompa piece, once trash, is now a meaningful piece of treasure.
WEBSITE | FACEBOOK | TWITTER | INSTAGRAM | Read Lizl's startup story here.
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