| Mega--stores are a fact of life and they
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| | near the checkout stands where you are
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| are not going away. If you own a small
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| | normally waiting. Notice how the very
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| brick and mortar business, you just have
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| | newest releases are at eye level in the
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| to adapt. You must discover and exploit
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| | video store. Notice the paint colors used
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| their weaknesses and you must develop
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| | in various mega--stores. Different colors
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| your strengths. It's a matter of your
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| | evoke different emotions. Listen to the
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| survival and you must do what it takes
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| | music played in stores. Be observant.
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| within the confines of integrity and the
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| | There is a psychology to marketing and
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| Golden Rule.Keep in mind that you are not
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| | merchandising. Learn how to use some of
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| even on the radar screen of the
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| | it to help your business without being
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| mega--stores. You are not competition to
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| | manipulative. You want your business to
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| them, yet they are competition to you. To
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| | be a customer--friendly place.Listen to
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| survive, you must learn their weaknesses
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| | your customers - they give you your best
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| and develop your strengths.Their
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| | market information. They will tell you
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| WeaknessesTheir sheer size makes them
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| | what they like and don't like. They will
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| slow to move and adapt. They have
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| | sometimes ask for a product that you
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| information about national market trends
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| | don't normally carry in stock. Maybe even
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| but they may be weak about some specific
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| | the mega--store doesn't carry it. If a
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| local market conditions. Their management
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| | few customers ask for it, you may try
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| decisions typically come from corporate
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| | getting some to see how they sell. You
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| headquarters. This may include which
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| | are flexible enough that you can that.
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| products to stock, which price to charge
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| | The mega--store normally cannot or will
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| and how to display merchandise. Customer
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| | not. As big as the mega--stores are, they
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| service is sometimes a weakness. However,
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| | don't carry everything. Or they may just
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| the mega--stores have improved in that
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| | carry a small selection of a particular
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| area last over the last few
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| | product group. You can find your niche by
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| years.Products are not always priced.
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| | studying the mega--store in your area.
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| Sometimes the mega--store employees are
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| | You can find that product group where
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| just too busy or have a "That's not my
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| | they are weak.Don't give customers too
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| job" mentality. There is nothing more
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| | much of a selection in products. That may
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| aggravating than being interested in an
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| | sound odd but it really depends on your
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| item but not knowing how much it cost.
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| | product line. Sometimes, too many choices
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| Some customers will go to the customer
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| | are not good -- don't add to their daily
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| service area and ask what it costs.
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| | frustration. 29 different choices of blue
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| Others will just leave without buying the
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| | paint color is okay for a paint store,
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| item they were interested in. Some people
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| | but 29 different types or brands of
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| just don't like them. For whatever
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| | CD--Rom drives for a computer store is
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| reason, some people just will not shop at
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| | redundant and can be frustrating for a
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| the mega--stores. Your Strengths You are
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| | customer trying to decide which to buy.
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| small. You can adapt to market conditions
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| | Sometimes people just want to get in and
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| more easily, especially your local
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| | out with what they need. Help them make
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| market. Customer service is your biggest
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| | their life simpler. Sometimes just two or
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| strength. Learn more about it. Go the
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| | three choices for each particular product
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| extra mile. Develop a more personable
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| | should suffice. You could give them a
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| atmosphere in your store. Greet customers
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| | low--end cheap choice, a high--end higher
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| within 10 seconds of entering your store.
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| | quality choice, and a
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| Smile. Learn their names and call them by
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| | middle--of--the--road good value choice.
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| name. When they leave your store, say
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| | Use common sense - you know your business
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| "Thanks for stopping by", or "Have a good
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| | best.Always do the right thing. Don't
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| day". Smile again. As a small store with
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| | think you can get ahead by lying or
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| few employees (or maybe just one!), they
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| | cheating. You can't. At some point, it
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| will learn to recognize you. They will
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| | will come back around. In addition to
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| feel more comfortable with someone they
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| | being wrong, it will hurt your business.
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| have dealt with before. You are small
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| | Do what's right and always treat people
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| enough that your merchandise displays are
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| | with respect and courtesy. Mega--stores
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| very manageable. Make sure they always
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| | may make your business more difficult but
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| look nice. Make sure your customers can
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| | you can survive among them. Develop a
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| easily find what they are looking for.
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| | Rambo or a guerilla mentality as it
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| Make especially sure they can see the
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| | pertains to survival. Adapt to your
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| price of every item. Some customers will
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| | surroundings -- learn and change. Be
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| shop at a small locally owned business
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| | smart, keep your business efficient, and
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| instead of a mega--store just as a matter
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| | above all, treat your customers like
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| of principle. It's their way of
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| | royalty. They will come back and they
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| protesting against the 'big guys'. Give
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| | will tell people they know -- and that's
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| them a good reason to come back. Give
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| | the best advertising there is.Craig Jones
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| them great customer service combined with
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| | has been a small business owner since
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| excellent products. Some Practical
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| | 1991 and a Realtor since early 2005.
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| Advice Learn from the mega--stores. They
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| | Check out his newest web site called
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| spend millions of dollars on research and
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| | There you will find a collection of some
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| marketing. Visit their store and observe
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| | of the most useful websites around. We
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| how they do things. You should be able to
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| | list the top websites in over 15
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| pick up a few tips that you can use. For
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| | categories that are jam packed with loads
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| instance, there is a reason that milk is
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| | of free information that can save you
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| normally at the back of the grocery
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| | time and money. We don't overwhelm you
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| store. There is a reason that impulse
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| | with too many choices in each category --
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| items such as candy and magazines are
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| | we only give you the cream of the crop.
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