Businesses are throwing away hundreds of millions of dollars a year in lost opportunity by ignoring the needs of customers with disabilities, according to NSW Business Chamber.
 
“The personal income of Australians living with a disability is collectively worth around $100 billion annually and it’s time businesses invested in the growth opportunities it presents,” says NSW Business Chamber CEO Stephen Cartwright.
 
“Almost 1 in 5 people in New South Wales live with a disability and, as the population ages, the number of people with a disability, and the average time for which they will have that disability, is likely to increase.
 
“Businesses need to be alive to the growth of our disabled population and make simple changes to ensure they aren’t missing out.” 
 
Quadriplegic Emily James knows all too well the frustration of not having her needs as a customer met.
 
“I use a power wheelchair and I always call to check that a place is accessible before making a booking,” she says.  
 
“One of the most isolating feelings is when I turn up to find there actually are a few steps and I can’t get in. Having a portable ramp available can make all the difference in being able to enjoy shopping at a business.”
 
To help SMEs become more attractive to people living with disabilities, NSW Business Chamber has developed a new guide Missed Business – A Guide to Attract More Customers through better Access.
 
“Improving access to your business helps ensure all of your potential customers aren’t missing out,” says Cartwright. “Changes like installing a ramp at your front entrance or training staff to better assist someone with a disability can mean the difference between someone making a purchase at your business or taking their business elsewhere.”
 
Tips for improving access
Making your business more accessible is not just about ensuring you’re compliant with the law, it can help your business build more customers and grow.
 
Advertise your advantages
If your business is accessible, let people know in your promotions, advertisements and website. Consider putting up clear external signs to help people with vision impairments or learning difficulties identify your shop as accessible.
 
Add a splash of colour
Using bright contrasting colours can help make your entrance stand out for people with vision impairment, as well as provide important safety cues for changes in surface levels with ramps and stairs.
 
Be reflection aware
People with vision impairment often find that reflective glass presents them with a confusing picture of reflections, light and shadow. One good solution is to put safety markings on the glass to help make it easier to tell the difference between the window display and the doorway.
 
Avoid making your shopfront an obstacle course
Advertising boards, displays, bargain bins or furniture can present a significant hazard for customers. Make sure any items around your shopfront are not impeding the path of your customers.
 
Provide a level entrance way
If you have steps leading up to your premise, look at purchasing a portable ramp that can be taken in and out when a person requires entry to your business. If you are leasing your premises, speak with your landlord about making the entrance to your business accessible.
 
Consider replacing doors
Look at repositioning the door handles to an easier height. You could even make the door easier to open by making it lighter. If you have stairs inside your business, look at installing a handrail.
 
Clear sight lines
If possible, make sure there are clear sight lines between the entry and the counter so that staff are aware when a customer needs assistance to enter the premises or purchase good.