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