Community Trust: Engaging Your Neighbors

After reading an article in the local newspaper, I started wondering how business owners could help improve communities on a smaller scale. The newspaper story reported the death of a woman that drove past a crack house. Her only act included driving through a neighborhood. Her death resulted from a drug deal gone bad. Pure senselessness, but she was dead none-the-less.

At first glance, the story meant little to me, aside from the killing and crime. I do not live in that particular part of town. That is how most Americans view our communities. Not in my neighborhood or so glad I do not live there. Fact is I do live “there.”

Everyone lives “there” in some form or fashion. We have few neighborhoods in America not impacted by these acts. It might be across your town today, but in your backyard tomorrow. So, exactly how does this act fit into a business issue?

How many people would trust that particular neighborhood as a place to grow a business? How many shoppers now decide that neighborhood off limits for shopping? It matters little this was not always the scene, but it happened. If it happened more frequently, then our trust problems would grow accordingly. Imagine you already have a business in that neighborhood (countless neighborhoods fit this description so this story is more reality than you might think for you.) Suppose your business is the only one of the kind within miles of your location. Would your customer base remain steady after an event like this?

I know people who shy away from crime areas like this. They shop farther away in areas they trust, even at a greater cost. At a time of risk and stressed income, why would you want to shop in an area known for drug sales, gunfights, and random shootings?

Yes, there are external or “commuting” customers bringing other problems to your neighborhood, but let us review your current location and situation. How would you bring trust back into your neighborhood for the sake of your business? How would you get the trust of your neighbors to build a trusting neighborhood?

• Possibly the first issue would be to foster a great connection with your local law enforcement. Make it known you are an advocate and a place of safety for your neighbors. Some cities have “safe stops” where people know they can expect a safe environment and one where they can expect help from the employees/owners. This is especially critical for youngsters.
• Get involved in the neighborhood families. Sports teams, parks, after-school programs, “Paint the Town” efforts, and general neighborhood maintenance/cleanliness will go a long way toward getting additional customers and safe community. You also build neighborhood marketing through word of mouth and advertising.
• Hold a neighborhood “get together” where business people personally invite local citizens and introduce your business and operation to develop a community sense of trust and shared interest. A word of caution, ask participants to avoid alcohol at these events for the sake of the children, thereby making the event totally family friendly.

These may not be sure-fire answers, but apathy and cowering behind closed doors never benefitted a community or profits.