How To Serve LGBTQ+ Clients As A Service-Based Business
Whether you identify with the LGBTQ+ community or not, your small business should always prioritize being inclusive, rather than a bigot or worse. As a reader of VVITCH’s blog, we can only assume that you actively want to be as inclusive as possible all of the time — not only when it seems like a profitable avenue to take. Sometimes it can be hard to know what being actively inclusive looks like, versus falling into a performative nature.
Nothing feels worse than the thought that who you are as a person isn’t that important to someone. Maybe you’ve encountered this before — you reach out to a service provider who is nice but it feels forced. They never get to know you on a personal level and they don’t acknowledge your identity or the way it might impact how you work together. It’s awkward and disingenuous. It leaves you feeling like they don’t really see you or care about you.
Given that it is Pride month, we want to share three practical tips for ensuring your small business can put real, impactful action behind your desire to be inclusive and serve LGBTQ+ clients.
With today’s anti-everything legislation, LGBTQ+ people are in need of safe spaces and affirmation that you, as a service provider can give it to them.
Tip #1 — Be Loud About Your Beliefs
If you’re a service-based business, chances are that you are your business. Meaning, if someone works with your company, they work with you. It’s critical that you make LGBTQ+ folks well aware that you support them, that you will stand up for them and that you will provide a safe place for them.
Imagine being a wedding photographer and never acknowledging the heteronormative roots of weddings. Instead, you’d want to make sure your clients were never misgendered, that they were never posed in a way that did not feel true to their relationship dynamic and that they could be themselves in front of your camera.
Tip #2 — Ask Them About Themselves
Yes, you should be asking for people’s pronouns, but there is a lot more you can do to ensure your LGBTQ+ clients feel safe and well-taken care of with you. Let’s say you’re a stylist and you get a new client, before assuming what they might want to wear, ask! For example, “Are you comfortable in skirts?” or “Are there any pieces of clothing that you’d like to avoid?”
Simple questions can make someone feel like they can be open and honest with you. In the end, it’ll be a better experience for your clients, which is better for business anyway!
Another great place to do this is on your service intake forms. Talk about the process of what it looks like to work with you on your digital channels so that people know what to expect. If LGBTQ+ folks are hesitant to reach out to you, but they know to expect an intake questionnaire that helps you get to know them better, they might feel more comfortable.
Tip #3 — Do Your Research
Depending on your field, there are probably many ways that LGBTQ+ people are excluded or made to feel uncomfortable. Find out what pertains to your industry so that you can better serve your clients. For example, if you’re a personal trainer, figure out the ways in which gyms are uncomfortable for LGBTQ+ folks. Maybe this means that you need to set up equipment in a private room so that your client is more comfortable taking their shirt off with chest scars, or maybe it means you avoid a phrase like “let’s go, girl!”
One of the best ways to let people know that they are free to be themselves is to promote and talk about your beliefs where people will interact with you and your brand. Donate a portion of your profits to an LGBTQ+ org? Talk about it on social media! Do you volunteer at the local LGBTQ+ youth center? Mention that in an email newsletter. LGBTQ+ people want to know that they matter to you and they want to know that your beliefs align with theirs.
Ultimately, being actively inclusive with your business is all about making your LGBTQ+ clients feel safe and seen. Whether you’re a videographer, a graphic designer or a travel agent, there are plenty of ways to establish inclusive business practices.
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Want to work with a queer-owned marketing agency to help your business better serve LGBTQ+ clients? VVITCH can be a trusted partner for your small business. Learn more about the services we offer or contact our team.
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Meet the Authors:
Kate Schaefer - VVITCH Digital Brand and Marketing Strategist
Kate has worked in digital marketing and publishing for seven years. In 2013, she identified a hole in the wedding market and started H&H Weddings, a wedding resource specifically for the LGBTQ+ community.
Kate believes every business should thrive and is dedicated to helping marginalized folx even the financial playing field because capitalism is a bitch.
Brittinee Phillips - Copywriter
Brittinee has worked in marketing for a little over ten years. She has a passion and talent for storytelling. Brittinee's philosophy is that storytelling is the most integral part of the consumer and product experience, which is why she makes it a focal point in her approach to product and brand messaging.
