Every small business faces moments that test its endurance, but nothing shakes retail quite like unexpected global or economic crises. 

For Norvell Tolbert, owner of Norvell’s Photography, a studio in Oak Park, Illinois that specializes in professional headshots and corporate event photography, keeping his retail business open meant pivoting, saving smart, and putting customer care at the heart of everything.

Read on to learn about his real-life journey, which offers seven practical, tested strategies to help retail owners navigate tough times and emerge stronger.

1. Have a Backup Plan and Be Ready to Use It

Retail challenges are inevitable and often unexpected. When the COVID-19 pandemic hit, Norvell had to figure out how to stay afloat without providing in-person services. Instead of waiting for things to go back to normal, he adapted immediately.

Norvell said, “I had to go back to real estate in order to keep the doors open. I started doing virtual tours for real estate agents, and I was making pretty good money doing that.” 

This shift enabled him to maintain a stable cash flow and keep his studio relevant during lockdowns. He used his Matterport 3D camera for virtual home tours, which remained in demand even when headshot sessions were paused.

To prepare for changes in the retail industry, you should always have alternative service offerings or product extensions in reserve. If foot traffic dries up, having digital or niche services can help keep the lights on. Don’t wait until a crisis hits. It’s important to build flexibility into your retail business now and be prepared.

2. Budget Like Your Business Depends on It

For Norvell, preparation is everything. He makes it a priority to budget smartly and anticipate lean periods.

Here’s how you can do the same:

• Create a business emergency fund: Aim to save 3-6 months of operating expenses.
• Track cash flow weekly: Although most businesses do this on a monthly basis, focusing on a weekly schedule will make it easier to catch minor issues before they escalate.
• Cut non-essential costs first: Software, subscriptions, and slow-selling inventory should be regularly reviewed and cut if you are no longer using them.
• Invest only in revenue-generating tools: Ask yourself whether each expense directly contributes to growth or improves efficiency. If it doesn’t, reconsider whether it’s worth continuing to invest your time and resources into it.

Think about how you can build a financial cushion into your retail business model. It will make a huge difference in determining whether you need to close temporarily or permanently when sales slow.

3. Simplify Your Operations to Reduce Burnout

Norvell keeps his studio setup ready to go. He doesn’t waste time setting up lights or rearranging gear each day. That consistency lowers stress and makes it easier to stay focused, especially when business gets unpredictable. It’s one less decision in a day full of challenges, and those small efficiencies add up.

Streamlined operations create mental and physical space during chaotic times. If you’re always starting from scratch, you’ll burn out faster. Simplify what you can so you’re ready for anything. Resilience is about being able to react to problems by building systems that prevent them from occurring in the first place.

4. Be Honest, Even When It Costs You a Sale

In retail, it’s tempting to say “yes” to every sale, but Norvell takes a different approach. He and his team focus on helping clients find what truly suits their needs without pressure. 

At Norvell’s Photography, the philosophy is clear: if a product or service isn’t right for the client, they won’t be pushed into purchasing it. This commitment to transparency leaves customers happy and confident in their decisions.

You should view honesty as part of your brand strategy. When customers know they can trust your guidance, they’re more likely to return, and that kind of loyalty is worth far more than a one-time sale.

5. Stay Anchored in Your Passion

Photography is Norvell’s profession, his passion, and creative outlet. It was this deep connection to his craft that helped him stay grounded during business continuity challenges. 

Even while temporarily pivoting to real estate photography to maintain his income, he remained focused on returning to what he loved most: headshots and corporate events. As soon as restrictions lifted, his clients came back in full force, ready for updated photos and the confidence his work inspires.

Make room for what you love in your business, even when circumstances require you to adapt. Staying anchored in your passion helps maintain your motivation, your uniqueness, and the energy needed to push on. Your authenticity is something your customers will recognize and appreciate.

6. Offer Real Value, Then Let the Results Speak for Themselves

Norvell shows clients what’s possible by sending edits that often exceed expectations. That value-first strategy speaks louder than any sales pitch.

Here’s how to adopt this mindset:

• Provide a taste of your premium service upfront. Let customers experience your best work early as an added perk, without expecting them to make a purchase.
• Educate your audience. Share behind-the-scenes insights, process details, or care tips to build credibility. You can do this on social media or in real time as you speak with prospective clients.
• Follow up post-purchase. Make an effort to send a direct email or make a personal call to ask how they liked the experience and offer a discount on their next purchase.

Consider how your service can speak for itself. Customers don’t want to be sold to; they want to be helped and have their problems or concerns solved. It’s your responsibility to give them a reason to trust you, purchase from you, and ultimately come back.

7. Speak Up for Small Business Support

As a small business owner, Norvell has experienced firsthand the challenges of navigating the complex web of permits, licenses, and tax requirements. From inconsistent filing deadlines to complex LLC rules, these bureaucratic hurdles often hinder opportunities and create unnecessary stress for entrepreneurs during difficult times. 

He believes that more guidance and flexibility are needed for small businesses that lack the extensive resources or legal teams that larger corporations typically rely on.

You should get involved in advocacy for business continuity in your area. Share your experiences with local organizations or policymakers, and support efforts that push for more equitable systems for independent retailers. Don’t forget, your voice matters, and when retail businesses speak up together, they succeed.

Conclusion

Norvell Tolbert’s story isn’t just one of survival, but one of smart strategy, passionate service, and deep commitment to customers. If you’re facing a seasonal slump or a larger crisis, these seven tips can help keep your retail business open.

The road may not always be smooth, but with preparation and creativity, you can build a retail business that thrives no matter what comes your way.

We Are Retail is committed to highlighting Illinois’ diverse and dynamic retailers. If you loved learning about the story of Norvell’s Photography and know a retailer who deserves recognition, Nominate A Retailer!