The Stores

Small business owners often staff their store themselves, or with family. It is rare that 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 US yet, but I’ve never seen a franchised Greek restaurant. In my town, at least, local Greek restaurants are absolutely superb, including totally best French fries and salads in town, not just “Greek food.”

They are all family-owned and either staffed by family, or owner is always there, and his family is often sitting at one of back tables, children doing homework, 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 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 staff. It’s common to walk into a major chain and find salespeople who are not familiar with products, not well trained in either sales or people skills, and decidedly disinterested in serving customers or making a go of concern. Also you may not see same salesperson twice in a one; turnover is high.

Small businesses don’t have 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 counter in small and divine-smelling store, had put out samples of everything they sold. Except cinnamon rolls which we could smell and which, she said, were warm from oven. Could we resist buying some?

Beyond samples, we were an “event” in 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 store that begins with an S and is on every highway in US.

My friend is still talking about how “friendly” Texans are!

Patronizing other small businesses makes a statement, and shows your commitment. At 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.

Stay in touch. In an age when even smallest business can have cell phones, pagers, voice mail, fax machines and e-mail,there's no excuse for not being on call for your customers. That doesn't mean you can't have a life. It just means you can respond to inquiries with little delay. Again, this just means to get back to people in a reasonable time frame based on their needs, not yours.

Sacrifice. Take occasional hit on profit, lose a little sleep, do a little more without always sending an invoice. If you help a customer once or twice without looking for a check in return, you'll be remembered. When it comes time for that customer to place next order, you'll undoubtedly top list. This is something we emphasize to our PFYS students during their calls to sellers. Help them, give them some advise and it will come back to you. This is part of doing business to give something back. You can't always be looking at dollar signs!

So give these strategies a try and rise above your competition!

Copyright 2004 DeFiore Enterprises