01/ 23/ 2006
From the U.S. Department of Labor
With the books closed for the 2005 calendar year, businesses are advancing full force into 2006 with goals of increased sales and profit. In order to reach target objectives and stay ahead of the competition this year, it is critical for businesses deliver better services to existing customers and expand their markets by developing new customer bases. One largely untapped market is the disability market—which can be an economically advantageous niche for business.
People with disabilities comprise one of the nation’s largest minority groups—roughly 20 percent of the U.S. population. Furthermore, as the overall population ages, an estimated 40 percent of those over 65 will likely become disabled in their lifetime. And these figures do not even include friends or relatives who wish to share business and entertainment activities with these individuals. In fact, more than 20.3 million families in the U.S. have at least one relative with a disability.
The National Organization on Disability estimates that Americans with disabilities themselves represent more than $200 billion in discretionary spending. When deciding how to spend this money, they have the same standards as all customers: They want quality products and services at competitive prices.
The key to providing quality products and services to customers with disabilities is to remember that all customers are individuals. People with disabilities come in all shapes and sizes with diverse personalities, abilities, interests, needs and preferences—just like all customers. Appropriate etiquette when interacting with customers with disabilities should be based primarily on respect and courtesy. Listen and learn from what the customer tells you regarding his or her needs.
When serving customers with disabilities, remember to:
- Ensure facilities and services are accessible to people with a range of disabilities.
- Relax and listen to the customer.
- Maintain eye contact without staring.
- Make the customer feel comfortable.
- Treat the customer with dignity, respect and courtesy.
- Offer assistance, but do not insist.
- Ask the customer to tell you the best way to help.
- Deal with unfamiliar situations in a calm, professional manner.
Customers with disabilities will continue to patronize businesses that welcome them and are helpful, accessible and provide quality products and services. This offers significant opportunities for the business community, and savvy companies recognize the value of seeing people with disabilities as a target market. To proactively tap into it, businesses should also take steps to ensure their marketing efforts convey that people with disabilities are valued customers. Such steps may include implementing promotional tactics specifically targeted to people with disabilities and ensuring that communication channels for advertising and promotion reach people with disabilities.
Resources to assist
Building partnerships is critical to incorporating individuals with disabilities into diversity goals, and a number of resources are available to help employers in their efforts, including:
DisabilityInfo.gov, an award-winning federal government Web site, provides information for people with disabilities, their family members, employers, service providers and others on employment laws and regulations, job accommodations and other important topics, such as health, transportation, housing and benefits.
U.S. Department of Labor, Office of Disability Employment Policy (ODEP)
1-202-693-7880 (V) or 1-202-693-7881 (TTY)
ODEP works to generate new ideas about employment through research and development, policy analysis, grant awards, technical assistance and the promotion of effective business practices. ODEP’s Web site offers information on grants and other programs to assist with employing people with disabilities.
Employer Assistance and Recruiting Network (EARN)
1-866- EARN NOW (327-6669)
EARN is a national toll-free telephone and electronic information referral service designed to assist employers in locating and recruiting qualified workers with disabilities.
Job Accommodation Network (JAN)
1-800-526-7234 (V/TTY)
JAN is a free consulting service from ODEP that provides individualized accommodation solutions and technical assistance regarding the Americans with Disabilities Act and other disability-related legislation. It also educates about self-employment options for individuals with disabilities.
For more help, visit NFIB/DOL Compliance Assistance.
