How Not To Fail in Business
How many times do we hear about businesses closing because they can’t compete with big companies (like Wal Mart)? Have you also heard of people who absolutely refuse to shop at companies like Wal Mart? Surely small businesses should learn from big companies’ mistakes. What are those mistakes that “Mom and Pops” can capitalize on?
Customer Service
Service is everything. It is also a dying art. Many people don’t like to shop at a business like K-Mart because they feel the underpaid workforce is understandably apathetic. This is where a smaller business can shine. There are several small businesses that have become really successful through this concept. As a customer, I won’t shop at a place that gives me products for free if I’m going to be treated poorly. I’d rather pay more to shop at a place that has friendly and knowledgeable employees. On that note, the next step is:
Product Knowledge
When you go to purchase something major like a computer or a refrigerator, you want to know that you’re getting exactly what you need. Are you really going to trust the 16-year-old Wal Mart flunky to suggest the best computer for architectural design? Of course not! You’re going to go to a smaller, independent company that can custom-build a computer (for a really good price) that will perform exactly what you need–with the software you’ll require. Small businesses need to make sure that their employees can answer customers’ questions reliably.
Product Selection
Another thing small businesses can do that larger company typically don’t is specialize. If I need a new vacuum cleaner, I’m sure I’ll find *some* models at Sears. But if I want the best selection and a knowledgeable salesperson, I’m going to an independent store that sells vacuum cleaners only. The last time I bought one, I ended up spending $100 less for a model that picks up my cats’ hair reliably without breaking down all the time by leaving Sears and heading to a locally owned shop.
Summing It Up
The three things that small businesses need to know to keep customers coming back are easy to accomplish. They need to make sure their employees are trained in customer service. You aren’t doing your customers a favor by waiting on them–They’re paying you a compliment by coming to your store. Know your products–Have your employees take quizzes to make sure they know how your products work and how each is unique. Finally, keep a large selection of products on-hand. When customers see that you’ve taken the time to look at all the possibilities, they’ll feel secure when you give them a product recommendation. Good luck and good sales!
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