by Susan Dunn, MA, Marketing Coach & Consultant
When I'm in Omaha on business, I stay with an old friend, Richard. This is how our day begins. "I'm going for doughnuts," he says. "What would you like?"
Much as I hate to begin my day with doughnuts, I also love to begin
my day with doughnuts ... and it can't hurt once every
six months or so.
"Where are you going I ask? Krispy Kreme? Dunkin' Doughnuts?"
Richard tenses up. "Corporate doughnuts?" he glowers.
"No way. I'm going to 5 AM Doughnuts."
Richard is a small businessman and one of his principles is to patronize
other small business owners when he possibly can.
Take Advantage of What You Know
Did you ever think about this? If you run a small business, you
know many things:
- How hard to you work.
- The exceptional service and products you offer.
- How hard it is to compete with major chains, corporate "stores," and discount franchises.
- That, therefore, you must be exceptional.
- That you offer a better product for a decent price, better service, and a greater value.
- That if people don't patronize your business, you're not going to make it, and your neighborhood will lose a great asset.
It happened in the town where I live overnight.
For years we had been patronizing "locals." There was
a wonderful book store with a quaint name and unique appearance.
The woman who ran it was the owner's son and had taught elementary
school for more years than I had been alive. When I went in there
with my son, in elementary school at the time, she lavished attention
upon him. She would go and get a book she recommended and place
it in his hands. She would tell him why he would like it (or tell
me why it would be "good for him") with glowing eyes
and enthusiasm in her voice.
She knew her stock, she loved books, she loved children, she knew
parents ... and when the store went under, when the big book
stores moved in, our community lost a great asset. My son and I
felt the loss personally.
There are ways in which small businesses can't compete. It's
hard to get the price down to the rock-bottom that larger chains
offer, but sometimes there are much greater benefits, and you will
get more value for your dollar. That woman had a knack for picking
books for a 10 year-old boy that helped feed a lifetime love of
learning. Yes, I was teaching this at home, but you know how it
is - confirmation from someone other than "Mother"
works well.
Your Policy as a Small Business Owner
If you have a small business, consider making it your policy to
patronize other small businesses. Look for the local book store,
local hardware store, and yes, the "5 AM Donuts" store
on the corner.
From your website, to photography, to clothing, to the corner pub
or ethnic restaurant, you can often get a much better experience
at the local level. Small business owners are free to meet the specific
needs of the community, and sometimes a lot more interested in doing
so.
In marketing and graphics, especially, you will often get a far
better deal with an independent owner. Having worked both on my
own, and for marketing companies, I saw what went on behind the
scenes. A website designed by a talented individual who cares has
a special feel to it - the personal touch that's needed
for selling on the Internet. When you contract with a large operation,
your account may be signed over to the lowest person on the totem
pole, and you'll get a cookie-cutter product churned out by
someone under time pressure, not free to reach for excellence. There
are incredible deals on website design out there from individuals
working alone, and this is just one example.
The Stores
Small business owners often staff their store themselves, or with
family. It is rare that the owner isn't around a lot -
either actually working, or just hanging out to make sure things
go well, and to greet customers and get to know their patrons.
If you think about it, there are still some areas where you simply
don't see franchises. I could be mistaken, because I live
in South Texas and haven't been everywhere in the US yet,
but I've never seen a franchised Greek restaurant. In my town,
at least, the local Greek restaurants are absolutely superb, including
the totally best French fries and salads in town, not just the "Greek
food."
They are all family-owned and either staffed by family, or the owner
is always there, and his family is often sitting at one of the back
tables, the children doing homework, the wife "pitching in."
With such attention to detail, you know things are going to work
well, and if there were some incident needing addressing, there's
no trouble "talking with the owner." He or she is right
there, in your face.
Small business owners are heavily invested in their own businesses
and this often produces a high level of excellence. If they don't,
they won't make it. We expect a higher standard from them,
and we get it.
It's no secret that it particularly shows in the staff. It's
common to walk into a major chain and find salespeople who are not
familiar with the products, not well trained in either sales or
people skills, and decidedly disinterested in serving customers
or making a go of the concern. Also
you may not see the same salesperson twice in a one; the turnover
is high.
Small businesses don't have the huge advertising budgets large
chains do. They're dependent upon word-of-mouth and it shows.
They can't afford to alienate a customer who makes it into
their store. You are noticed and valued.
"Texas" Candy
I had out-of-town company this week, and was playing tourist in
my own town with her. In one stretch of highway crammed with "buy
here" stores, we stopped at "Texas Candy." This
was my friend's request. She wanted a "Texas experience,"
and yes, we got one.
The woman behind the counter in the small and divine-smelling store,
had put out samples of everything they sold. Except the cinnamon
rolls which we could smell and which, she said, were warm from the
oven. Could we resist buying some?
Beyond the samples, we were an "event" in the small
store. Company had come! She chatted with my friend and gave us
a warm experience, with superior product well-presented. We would've
missed so much if we've stopped at the store that begins with
an S and is on every highway in the US.
My friend is still talking about how "friendly" Texans
are!
Patronizing other small businesses makes a statement, and shows
your commitment. At the same time, you learn. A small establishment
which manages to make it - restaurants particularly having
a high failure ratio - is doing something right, something
you need to know about it you want to succeed.
The TAKE HOME POINT AGAIN: If you want YOUR small business
to succeed, patronize OTHER small businesses, and let others know.
©Susan Dunn, marketing coach, http://www.webstrategies.cc.
Ebook writing and launch, web strategies, marketing and promotion,
press releases, web design, writing copy, brochures, article-writing
and submission. Full-service, consultation and implementation, advice
and resources. Mailto:sdunn@susandunn.cc
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