Business Advice Worth Repeating

[Sister]

The following message was printed in a recent newsletter from one of my linen suppliers. It is a good "pick me up" as well as an excellent reminder to market our virtuous qualities and characteristics.

“How can a small store compete against big box retailers? I am afraid of losing my business because I can’t keep up.”

Don’t try to keep up -- try to stand out. In the retail landscape, there are standard entities, big box stores, mega malls, and independents. Small stores have to establish themselves as destinations. Location is critical because a store should be located amidst its customer base, but if you are unique enough, meet a need, and maintain quality, people will go out of their way. If you’re in a poor location, make a change. It’s one factor, and an important one, but not the only one.

A smaller store must have what a customer wants, when he wants it, at the price he wants to pay, all with extra personal service. A large chain might be able to sell product X at a cheaper price, but you can offer free gift wrapping. Offer loyalty programs and get to know your customers by name. Stay open a half hour later so Mr. Jones can pick up the anniversary gift he ordered weeks ago. Make sure customers feel like they are getting extra value at your store, no matter what the price point.

Don’t try to compete on price. There are others things you can do. Small stores can buy in lesser quantities so they can try new products more frequently. Many people go to big box stores because they know what they’ll get; make your customers expect the unexpected. It’s one way to have an advantage.

Reprinted from AmericasMart Magazine

[JRB]

Good one Susie, thanks.

John

[Bob Carter]

Let me see if I got this correct: He suggests that you must have "what the customer wants, when he wants it, at a price he wants to pay...."

Then goes on to state that you should not sell on price.

I think he might have set a record for most often repeated cliches in one article

All of which is sound advice and most of which very few of us do in practice

[B. Newman]

Whoa Bob, better catch those eyes before they roll away! ;) :D

[Bob Carter]

What the heck does Betty mean?

Maybe a little too much moonshine behind the barn?

[JRB]

Myself, I think it was nice of Susie to go to the trouble to make that post. No business advice is perfect, just doesn't fit every situation. A little here, little there, it all ends up helping somebody.

John

[Bob Carter]

Me, too, John. Advice like this reminds me going to church-you know that you have heard it all before, but that it all needs a little reminding on occassion.

The constant run-ons of cliches I thought was cute and for every point, he seemed to have a counter point

But, I still am scratching my follicily challenged head trying to figure out Betty's post

[Sister]

Originally posted by JRB:
A little here, little there, it all ends up helping somebody.

John Thanks, John. That was my purpose in posting.

[B. Newman]

Originally posted by Bob Carter:
What the heck does Betty mean?

Whaaaat?! Am I the only one who actually saw you rolling your eyes as you made your post?

[Mike LeCompte CPF]

maybe it was a "bettyism?"

[Cliff Wilson]

naw Betty, I I had the same image running through my head!

[Dermot]

Betty ;)

Ditto :rolleyes:

[Sister]

Selling antiques and gifts as much as custom framing, I thought this info. might be of some benefit to others. Our antiques are upscale, but we are constantly seeking ways to improve our gift inventory over Fred's, TJ Maxx, Big Lots, etc. I wish I was as confident as so many of you who feel you don't have to do anything different to continue to succeed.

[B. Newman]

I think you misunderstand. It's not that we feel so confident - it's just that we have heard this advice (and given it) so many times that it really has become a cliche.

I wasn't picking on your advice - I was teasing Bob that I could see his eyes rolling all the way from Tennessee!

Antique restoration is the main draw to my framing business, so I, as much as anybody, have given this advice over and over, myself.

Your post is just a reminder that "common knowledge" still needs to be shared with those to whom it is not so "common."

Sorry.

[Sister]

Also, I am one of four custom framing businesses in a small city of 15,000. I will grasp at anything and remind myself over and over to keep my customers happy and try to constantly get new ones.

[Pat Murphey]

Betty,

This is a little off the subject - but it may turn into business advice. Do you do business with Munn Frameworks? (800-322-6464) I am located in an Antique Center and most of my customers found me while antique shopping. Munn's Antique Metal finish in Gold and some Silver is unmatched in the industry for antique patina. And, they have an outstanding dollar based quantity discount of up to 25% - easy to reach for a small shop. Best of all the frames sell themselves to customers that appreciate antiques - even at $25 to $90 a foot retail.

Pat :D

[Bob Carter]

Susie-I am with Betty on this issue. We tend to get a little defensive on this forum-we are all guilty occassionally.

I thought his style was a little "sophomoric",not the message. We see often people read an article, repeat a little of it, repeat a few cliches and make it seem all so simple.

Yet,we all know, it is far from simple. Too often, many of us want to put on those "rose colored glasses".

The better question is how many of those "cliches" have you adopted in your business?

This marketplace is evolving rapidily and many have simply refused to adapt.

Perhaps you might share a few things that you have changed in the last few years. That type of real world example might really help some of the readers, also

[Dermot]

Sister

My apologies if I caused offence I was just thinking the same as Betty…about rolling eyes….

Of course you are right good advice can never be repeated enough………what is a cause for concern is when a business person starts to get tired hearing good advice even after hearing it many times in the past…..some times it is good to listen to advice when it comes from another business sector……a slight new twist or thought on a subject can sometimes make all the difference……….and I mean a very slight difference…..you need to keep listing or you can miss out………once you start dismissing something you can end up on a very slippery slope ………..the history of business is littered with companies and people who took the dismissal attitude….

I shudder when I hear people dismiss advice regardless of where it comes from and how often it is given…..

To this day I still remember my first business lesson (39 years ago, I was 12 at the time) which my Aunt taught me about merchandising products in her Pub……..I have heard it repeated by many over the years and I have repeated it myself many times…..the advice “Stack products on the shelf’s with the labels facing out” I had stacked the shelf’s with the bottles every which way……..simple lesson but to this day it is astonishing as I travel around the world how many retailers have not heard this lesson….

Once again I apologise if I caused offence……

Oh perhaps Bob would be so good and follow his own request and share in detail his experience of buying a computer which is running on another thread…….I’m sure we could all learn from his experience……so far what he shared was to say the least vague and misleading….. it’s kind of strange that a business person like he purports to be will so often ask other for details of what they do but when asked himself he posts a very vague and misleading response……it makes you wonder what he is up to…


Dermot

[Sister]

Originally posted by Bob Carter:

The better question is how many of those "cliches" have you adopted in your business? . . .I have been in antique/gift retail longer than I have custom framing but still not as long as some of you have been in business. Your experience and knowledge with such matters are far beyond mine at this point.

First, we chose to be located on a main street where traffic is the heaviest (aside from a major highway bypass).

Secondly, we do offer free gift wrap and packaging.

Thirdly, if I think I won't remember a customer's name, I will write myself a note like "mid 40s, short red hair, etc."

Just yesterday, I stayed open late until a customer could come from her job to pick up her daughter's picture for a birthday party.

Lastly (I think), I am constantly seeking info. on new products that no one else in the area carries.

I understand what you are saying; I am just too much of an optimist and a little naive sometimes.
No apologies needed. tongue.gif