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