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 go 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
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 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 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 store went under, when big book stores moved in, our community lost a great asset. My son and I felt loss personally.
There are ways in which small businesses can’t compete. It’s hard to get price down to 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 local book store, local hardware store, and yes, “5 AM Donuts” store on corner.
From your website, to photography, to clothing, to corner pub or ethnic restaurant, you can often get a much better experience at local level. Small business owners are free to meet specific needs of 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 scenes. A website designed by a talented individual who cares has a special feel to it – personal touch that’s needed for selling on Internet. When you contract with a large operation, your account may be signed over to lowest person on 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.
