Draw a square on a piece of paper. Now divide that square into 9 equal squares by drawing two lines down and two lines across. How many squares do you see?
Did you say 14? Correct. If not, looker harder.
The 9 square mind teaser is a well-worn example of how motivation speakers explain the concept of lateral thinking. In other words, looking beyond what the eye first sees. Looking more intelligently.
This is the formula for Small Business to survive in the jungle of shopkeeping where customers are daily bombarded with give-aways, special attractions and numerous other shopping incentives.
Small shop owners need to find ways of offsetting the power of the big players in the market. While the mega stores may have the clout of major purchasing and selling economies of scale, customers are not always impressed with the impersonal nature of shopping at some of the big stores.
In a giant shopping world where personal service appears to be disappearing, more and more customers are demanding it. They want assistance from trained shopkeepers. They need advice about what to buy. Help in understanding more about the product they wish to purchase. And in many cases, with open selling crowding aisle after aisle, they are simply confused.
Smaller operators can handsomely cash in on this sprawling shopping pattern by taking special care of each customer.
No better way than to build a database and send your customers Newsletters. But make sure you fill the Newsletter with information that is important for the customer. Something that will motivate them to buy. Remember, a Newsletter is not a Shmoozeletter.
Give your customers advance notice of an impending event, such as a Sale. Customers like to feel special and to be offered preferential treatment.
Make sure after making a sale you close with a friendly remark of appreciation for making the purchase and in the event of an incorrect purchase, an exchange is welcome in your store.
Depending on the nature of your business there are so many ways you can suggest individual benefits to your customers.
Small Business can readily compete with Big Business by identifying its place in a market and catering directly to that segment. If individual customer service is the critical point that makes your business different from the opposition, focus strongly on it. Customers will respond if you get it right.
Lloyd Masel spent 40 years shopkeeping specializing in customer service, staff relations, marketing and advertising. You can contact him on falstaff@zahav.net.il for writing projects.
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