There are some serious advantages of the small, independent business. These advantages can blow the competition away if they are effectively utilized. Here's an example of what I mean:
I went to Jos. A. Banks last week and took advantage of a very good sale to buy a sportcoat and a couple shirts. The manager waited on me and I got to talking with him about business and how it could be much improved.
I am on their email list and get at least one email a week about yet another sale. I don't mind getting them and most of them, I quickly open and then delete. The last one was a somewhat larger sale, so it got my attention and I went in. I expressed this to the manager and stated that they could have a great deal more business if they would approach these emails more personally. I said that I get them from the Men's Warehouse also, but not as often, yet no one is marketing to me specifically, but to a very wide audience instead. If they were to take charge of the emails and focus on a group of customers with different emails, they could seriously change the traffic into the store and get people to respond with regular purchases.
I said they might send an email to suggest certain things that I might have stated I would be interested in. I could always use a new belt or two, but I don't think about going in just for that very often. They could send me a email about a new belt selection they just received and that they have so many in my size with a special deal just for me. Or, they just got a fresh selection of shirts in that are in my size, or some nice new shoe selections just arrived in my size. How could I resist that? Even if I didn't really need it.
But they don't do this. I asked why not? He said, "it's all handled by corporate." I know this is true and it is a problem with a large corporation with multiple outlets. This will kill them eventually as it has many other companies. Yet, here's the cool part: It is a perfect opportunity for the small, independent business to get excited about! It is their way to shine! Do the things that the "corporate" stores are not willing to do, and you can make your cash register ring!
Get to know your customer and their preferences and then make regular contacts with them to make suggestions that will be of value to them. Create your own traffic! Need help? This is one of the things we specialize in. Give us a call at 707-480-0959.
Friday, February 6, 2009
Thursday, January 29, 2009
Bubble Wrap Heaven
In yesterday's post, I talked of shipping supplies and bubble mailers specifically. Today I want to add one of the hardest things to find: the best price and value in bubble wrap. Last year I used 10,000 12"x12" sheets of it, so I need a good price and I found it in a place you wouldn't have thought of for this product.
The best price and value goes to Sam's Club. It is made by 3M using the Scotch brand. It comes in a box, which I cut up and reuse in shipping which is helpful for my shipping needs since I ship a lot of books and use cardboard backing for softcover books. It has 240 sheets on a roll in each box and the cost is under $13.00 per box. That gets each sheet down to about $.06 each. The previous best price I could find was $.07 and then that company began raising the price each quarter. I am thrilled to have found this bargain!
I have found some very good prices online and even through Value Mailers that I talked of yesterday, but none are below $.07 except Sam's Club. A big thank you to Sam's Club for providing maximum value and thank you to 3M for the outstanding product.
The best price and value goes to Sam's Club. It is made by 3M using the Scotch brand. It comes in a box, which I cut up and reuse in shipping which is helpful for my shipping needs since I ship a lot of books and use cardboard backing for softcover books. It has 240 sheets on a roll in each box and the cost is under $13.00 per box. That gets each sheet down to about $.06 each. The previous best price I could find was $.07 and then that company began raising the price each quarter. I am thrilled to have found this bargain!
I have found some very good prices online and even through Value Mailers that I talked of yesterday, but none are below $.07 except Sam's Club. A big thank you to Sam's Club for providing maximum value and thank you to 3M for the outstanding product.
Wednesday, January 28, 2009
The Best Value In Shipping Supplies: ValueMailers
Today I am plugging a company that I am pleased to have found: ValueMailers. I found them on eBay (their eBay ID is THREERB) while looking for a good price on bubble mailers. I not only found the best price, but the best and consistent service, a superior product and a huge selection. They ship immediately, notify you of shipment and tracking numbers and their communications are complete.
If you have need of shipping products like bubble mailers, poly bags, Zip Lock bags, carton sealing tape, stay flat mailers, bubble wrap, labels, packing peanuts, tissue paper, record mailers, or boxes, this is a good place.
I buy a lot of bubble mailers in a number of different sizes. Last year, I bought several thousand of them. They have the best price I have found and also the best product, service and in-stock selection. I love that I can buy and have them shipped the same day so that I need not carry too much inventory. So far, I have only been buying bubble mailers from them, but I just found out they carry the extra large Zip Lock bags in various sizes. I have been looking all over for those and they have over a million in stock ready to go, so I will be buying some of that product from them. They are not the best price on bubble wrap, but it is a very good price.
All in all, this company is worth sharing with everyone I know. If you ship products and have need of shipping products to get them there safely, you can count on Value Mailers.
If you have need of shipping products like bubble mailers, poly bags, Zip Lock bags, carton sealing tape, stay flat mailers, bubble wrap, labels, packing peanuts, tissue paper, record mailers, or boxes, this is a good place.
I buy a lot of bubble mailers in a number of different sizes. Last year, I bought several thousand of them. They have the best price I have found and also the best product, service and in-stock selection. I love that I can buy and have them shipped the same day so that I need not carry too much inventory. So far, I have only been buying bubble mailers from them, but I just found out they carry the extra large Zip Lock bags in various sizes. I have been looking all over for those and they have over a million in stock ready to go, so I will be buying some of that product from them. They are not the best price on bubble wrap, but it is a very good price.
All in all, this company is worth sharing with everyone I know. If you ship products and have need of shipping products to get them there safely, you can count on Value Mailers.
Saturday, January 24, 2009
Website & E-Marketing Seminar
Local Seminar
Vacaville, CA
Tuesday, January 27th, 2009
6pm-7:30pm
Websites Made Simple
(and Effective!)
* Understand the value of a website for your business.
* Common misconceptions of websites explained.
* Tools and Methods to creat effective websites.
* Plus, Bonus E-Marketing Tools!!
Galaxy Banquets
600 Orange Dr
Vacaville CA 95688
Admission is only $7.00
Refreshments provided
Hosted by The Queen of Marketing and Galaxy Banquets
Presented by Upward Trend Management Services, LLC
Call 707-480-0959 or 707-591-1632 for more details!
Saturday, January 17, 2009
Want More Business? Expand Your Market!
Do you want more business? If so, expand your market. One great way to do this is to get on the web with your products or services. The great benefit is that it will be incremental business and business you would never have seen before.
I have had a little eBay business selling mostly used books since 2004. Just a couple of minutes ago, from a listing I had in my eBay store, a person made me an offer on an audiobook in Spanish. It is a rare item--especially in Spanish. The offer was reasonable and I accepted it. When I sent the invoice, I notice that it is a person in Germany! My little business is in California. How cool is that?
Here's another point: My little business is in Northern California and I charge sales tax as required for sales inside the state of California. Guess what percentage of my total business last year was inside California? It was 16.7%. Let's flip that number: 83.3% was outside the state of California! This is a clear and very good reason to get on the web with your product. Look at all the business I would miss. Indeed, my business is Internet only. I do not have a place for people to come and buy. Only 2 people from my city bought anything last year. That means that 99.9% are from out of town.
Want to increase your business? Get on the web. There is a learning curve, and you can do it. If you need help, give us a call.
I have had a little eBay business selling mostly used books since 2004. Just a couple of minutes ago, from a listing I had in my eBay store, a person made me an offer on an audiobook in Spanish. It is a rare item--especially in Spanish. The offer was reasonable and I accepted it. When I sent the invoice, I notice that it is a person in Germany! My little business is in California. How cool is that?
Here's another point: My little business is in Northern California and I charge sales tax as required for sales inside the state of California. Guess what percentage of my total business last year was inside California? It was 16.7%. Let's flip that number: 83.3% was outside the state of California! This is a clear and very good reason to get on the web with your product. Look at all the business I would miss. Indeed, my business is Internet only. I do not have a place for people to come and buy. Only 2 people from my city bought anything last year. That means that 99.9% are from out of town.
Want to increase your business? Get on the web. There is a learning curve, and you can do it. If you need help, give us a call.
Thursday, January 15, 2009
Creation vs Competition
How do you want to build your business? Do you want to compete or create? Think of it this way: To create is a glass half full and to compete is a glass half empty. Competition means that there are limitations, that only a few can win and the rest must lose. Creation means that all can win and there are no losers. Thinking in terms of competition means that you are always looking over your shoulders. Creation means your eyes are on the horizon.
My best advice that has been hard to learn, but I finally got it is this: build your business with the creative method and forget about competition. Keep your eyes on the horizon and continue ever-clarifying your business. It works like magic.
My best advice that has been hard to learn, but I finally got it is this: build your business with the creative method and forget about competition. Keep your eyes on the horizon and continue ever-clarifying your business. It works like magic.
Sunday, January 11, 2009
Focus On Your Customer
It's so easy to be thinking about you and what you want and what you need and how business is affecting you. It is better to be thinking about your customer, how you can serve them better, how you can help them get what they want and need and how your business is affecting them. Build your business around how you can serve your customer and you will be well cared for.
Thursday, January 8, 2009
Finding Your Niche, Part 3
This is the third and final piece about the music store niche, and it really is the first part. One of the things we did in the first few weeks was to find a good guitar teacher with a list of students already and give him a good place to have his students come to and for us to have an opportunity to market to as a matter of course. This turned out to be the smartest of all the things we did. It gave us an immediate market and traffic which gave us great word of mouth advertising.
It was this along with the focus on guitars and the guitar strings. We started the business at the beginning of the 1979-82 recession and with this 1-2-3 punch did $100k in sales the first year. Not bad for starting with so little and three other well established stores already in town. If we would have continued to try to cover the bases with products, there is no way we could have done as well. It pays to carve out your niche and fine tune what your business is. Today we call that clarification. Yes, that is a good word for it.
It was this along with the focus on guitars and the guitar strings. We started the business at the beginning of the 1979-82 recession and with this 1-2-3 punch did $100k in sales the first year. Not bad for starting with so little and three other well established stores already in town. If we would have continued to try to cover the bases with products, there is no way we could have done as well. It pays to carve out your niche and fine tune what your business is. Today we call that clarification. Yes, that is a good word for it.
Wednesday, January 7, 2009
Finding Your Niche, Part 2
Continuing with yesterdays post on Finding Your Niche, another thing that we did was to focus on certain accessories. Accessories in a musical instrument store can run up the inventory dollar cost quickly, especially in things like guitar effects pedals and other electronic items. So we decided on a niche in our accessories that was totally compatible with the guitar niche: Guitar strings. To keep good tone, guitar strings should be replaced regularly.
So we decided to go into some serious depth in strings. A few advantages were clear: 1. we could carry a wide and deep selection and have strings that other stores would have to special order, such as individual strings for custom gauges or replacing just one broken string. 2. we had a strong base of guitar students, so there was consistent demand. 3. we could create a marketing system that would help to keep business coming back--the String Club.
We chose a 6' wide section of wall and ordered up some nice spring loaded displays so the strings were attractively displayed and people could instantly see the volume of strings we carried. Because strings are a fast moving commodity, string discounts were very good and considerably better in volume. By buying in quantity and taking full advantage of maximum discounts, we were able to discount the strings to our customers and still have a full margin, unlike everything else in the store.
Next, we started the String Club. We had cards made (actually, we typed on the back of our business cards . . .) and we gave 10% off each set and every 4th set was free. This amounts to a 33% discount at the 4th set, but if they stop buying prior to buying the 3rd set to get the 4th free, the discount was just 10%. Sometimes people would buy three immediately to get the 4th free. We had a special punch to punch their card to show where they were in the buying cycle and we also had a master sheet at the store. The String Club was one of the best things that we did. We sold a serious number of strings and had the largest selection within 50 miles--all on our relatively small budget.
So we decided to go into some serious depth in strings. A few advantages were clear: 1. we could carry a wide and deep selection and have strings that other stores would have to special order, such as individual strings for custom gauges or replacing just one broken string. 2. we had a strong base of guitar students, so there was consistent demand. 3. we could create a marketing system that would help to keep business coming back--the String Club.
We chose a 6' wide section of wall and ordered up some nice spring loaded displays so the strings were attractively displayed and people could instantly see the volume of strings we carried. Because strings are a fast moving commodity, string discounts were very good and considerably better in volume. By buying in quantity and taking full advantage of maximum discounts, we were able to discount the strings to our customers and still have a full margin, unlike everything else in the store.
Next, we started the String Club. We had cards made (actually, we typed on the back of our business cards . . .) and we gave 10% off each set and every 4th set was free. This amounts to a 33% discount at the 4th set, but if they stop buying prior to buying the 3rd set to get the 4th free, the discount was just 10%. Sometimes people would buy three immediately to get the 4th free. We had a special punch to punch their card to show where they were in the buying cycle and we also had a master sheet at the store. The String Club was one of the best things that we did. We sold a serious number of strings and had the largest selection within 50 miles--all on our relatively small budget.
Monday, January 5, 2009
Find Your Niche, Part 1
Many years ago I owned a musical instrument store. We started with $5,000 worth of musical instruments and accessories. With that small amount of capital for inventory, it is really hard to cover very many bases, but we did our best. We focused on guitars, but had drums, cymbals, a flute, a trumpet, a saxophone and a couple of amps and some accessories. As time went on, we decided to give up the band instruments entirely along with the drums and cymbals. We began to build a niche in guitars and focus about 80% of that inventory into acoustic and acoustic electric guitars.
We honed it down to two basic brands: Yamaha and Ovation. These decisions and changes allowed us in a town of about 40,000 to carry more models in these lines that the huge stores in San Francisco. We probably outsold almost all the stores in Northern California on Ovation guitars. Yamaha was our entry and beginner level. These were quality instruments so a student had a good chance by not having a bad instrument where it fights the student all the time. We would give a 100% trade-in toward the up line Ovation models and that worked extremely well. About 70% of the students who kept with it traded up. The store down the road wouldn't give them even 50% trade in. We got to sell the Yamaha as a slightly used instrument and did very well.
This strategy is something I would recommend. Find your niche. Better to have a lot of one brand than one of a lot of brands. You can also attract a wider audience who will come from far away to visit such a store. In addition, the Internet store will make you famous. Focus is a good thing. Find your niche.
We honed it down to two basic brands: Yamaha and Ovation. These decisions and changes allowed us in a town of about 40,000 to carry more models in these lines that the huge stores in San Francisco. We probably outsold almost all the stores in Northern California on Ovation guitars. Yamaha was our entry and beginner level. These were quality instruments so a student had a good chance by not having a bad instrument where it fights the student all the time. We would give a 100% trade-in toward the up line Ovation models and that worked extremely well. About 70% of the students who kept with it traded up. The store down the road wouldn't give them even 50% trade in. We got to sell the Yamaha as a slightly used instrument and did very well.
This strategy is something I would recommend. Find your niche. Better to have a lot of one brand than one of a lot of brands. You can also attract a wider audience who will come from far away to visit such a store. In addition, the Internet store will make you famous. Focus is a good thing. Find your niche.
Sunday, January 4, 2009
Your Website Needs You!
Last year we started this business and have built a good number of websites. We are learning so much every day. One thing that we have noticed with many customers is that they want their website to be complete and effective with very little input from them. Isn't that what we all want? Someone to come in and take care of it, take it off their minds and then go away. I've had those fantasies too, but this I now know from experience: your website needs YOU. It needs your information, your photos, logos and other graphics. It needs your personality more than anything. It needs your consistent follow up and follow through. It needs you. It requires participation and attention.
A website that is built and is complete and done is not worth building to begin with. A good website will be constantly changing, growing, enhancing, informing and entertaining. The better it is at those things, the better the website effectiveness. It is truly all about content.
The good news is that we can help you. You don't have time or interest in doing it all or you would have done it by now. You know you need the website to be an effective tool for your business. We can take care of the building and expanding and changing part if you will provide the personality and content. You don't have to do it all at once. It is really better to do this over a period of time. You want it built and online quickly, but changing and evolving constantly.
We can help you help your website and make it easy on your budget and your busy schedule. Give us a call today and find out how great it will be to have some help to get this project done well. Call Ryan at 707-480-0959 or Terry at 707-434-9967.
A website that is built and is complete and done is not worth building to begin with. A good website will be constantly changing, growing, enhancing, informing and entertaining. The better it is at those things, the better the website effectiveness. It is truly all about content.
The good news is that we can help you. You don't have time or interest in doing it all or you would have done it by now. You know you need the website to be an effective tool for your business. We can take care of the building and expanding and changing part if you will provide the personality and content. You don't have to do it all at once. It is really better to do this over a period of time. You want it built and online quickly, but changing and evolving constantly.
We can help you help your website and make it easy on your budget and your busy schedule. Give us a call today and find out how great it will be to have some help to get this project done well. Call Ryan at 707-480-0959 or Terry at 707-434-9967.
Tuesday, December 30, 2008
We Thank You All For Your Support!
It has been an incredible year in 2008 and we look forward to the increased excitement and changes coming in 2009 with joy! We hope the same for you, your businesses and your families. It has truly been a pleasure serving you and we thank you for allowing us to share our thoughts and ideas with you.On behald of my partner, Ryan Stone and myself, we want to say THANK YOU!
Saturday, December 27, 2008
Forget the Regrets and Remember
It's time to look at 2008 and see what it has meant to you and your business. You may have regrets--things you meant to do and didn't; things you did and shouldn't have; poor decisions; procrastination and more. So what. Forget the regrets. Thinking about them will not change them, but enhance them, so let them go now.
Remember what you accomplished. Remember what worked. Remember how you grew and how you tried and how you adjusted in the face of a different business climate. Remember your success. Thinking about this will change everything, and yes, it will enhance it even more.
Wallow in it and get a good feel of 2008. You only have a few days to rejoice in it while it is still here. I'll leave you now so you can celebrate. See you soon.
Remember what you accomplished. Remember what worked. Remember how you grew and how you tried and how you adjusted in the face of a different business climate. Remember your success. Thinking about this will change everything, and yes, it will enhance it even more.
Wallow in it and get a good feel of 2008. You only have a few days to rejoice in it while it is still here. I'll leave you now so you can celebrate. See you soon.
Friday, December 26, 2008
Champagne Tasting Saturday
Champagne Tasting
Saturday, Dec 27th, 2008
5-7 pm
Wine & Spirits World
Vacaville CA
See website for details.
Wednesday, December 24, 2008
Monday, December 22, 2008
Great Companies: Netlfix
This is a commercial for one of my favorite companies. Having been a Netflix subscriber for several years, I can heartily recommend their quality service. And there's much more. . .
One of their commercials stresses the no late fees aspect of their service. That is good and I really do like that. Another talks of their massive selection of available titles--100,000 DVD's and counting. I like that too, but there's more.
You can get a DVD in about 1 day average. This is true and I do like that. You can watch about 12,000 titles on your computer or TV (with device) instantly at no extra charge. I truly enjoy this too, but there's more.
Their service is outstanding! I've had a few DVD's arrive damaged, but they send another one out the same day. Stuff happens, but they stand tall in how it is handled. And they periodically check how they are doing as well. A lot of companies could learn from this one!
What is more and what I have come to like the most about Netflix is the star rating system that allows me to rate movies I've seen and their system will suggest movies that I might like. I can tell you this: I have seen a lot of wonderful movies that I would never have seen if not for this system. It is awesome. I am constantly finding movies I never heard of that are 5 stars!
If you like movies, you have to love Netflix! Inexpensive, great service, massive selection, instant movies online, fast delivery. What's not to like. It is a great company. Check it out for yourself and you too will find that you love Netflix.
Sunday, December 21, 2008
Communities Online Network is a leader in developing and marketing area specific websites for cities in Northern California. Each site delivers daily and interactive content to keep the community informed and offer a forum to share opinions and ideas on movies, dining options, books, schools, sports, and more.- List your Garage Sales & Community Events FREE!
- Businesses: Add your Local Coupons FREE!
Daily Updates:
- Garage Sale Calendar
- Local & National News
- Book Club
- Weather, Sports & Traffic
- Local Business Directory
- Shopping & Local Coupons
- Dining & Movies
- Community Events Calendar
- and much more!
Seven sites are online and more coming in 2009!
- WoodlandCommunity.com
- DavisCommunity.com
- ElkGroveCommunities.com
- NatomasCommunites.com
- RanchoCordovaCommunites.com
- SacramentoCommunites.com
- VacavilleCommunities.com
As the population continues to escalate in California, now more than ever there is a need for one website that serves as a local, one-stop source of information on everything that is happening throughout the city.
For more information, go to www.CommunitiesOnlineNetwork.com, the site nearest your city above, or call Ryan Stone at 707-480-0959.
Saturday, December 20, 2008
Make Your Next Event Better
Make your next event better with sound!
I've been to a few events recently that could be very much improved by adding a small sound system that allows the leaders of the event to effectively communicate with the crowd. One event last week was a mixer with over 200 people in attendance and no PA system at all. They were yelling as loud as they could, but you could hear them further than 20 feet away with all the chatter. They also were calling out ticket numbers for prizes.
This is a very easy fix. I found a small, compact, self-contained PA system that is fabulous and it has been used in a wide variety of applications with great success. I highly recommend it. It is a great investment and will last for many years. The unit is the Peavey Escort (R) Portable Sound System. You will find it worth every cent!
I've been to a few events recently that could be very much improved by adding a small sound system that allows the leaders of the event to effectively communicate with the crowd. One event last week was a mixer with over 200 people in attendance and no PA system at all. They were yelling as loud as they could, but you could hear them further than 20 feet away with all the chatter. They also were calling out ticket numbers for prizes.
This is a very easy fix. I found a small, compact, self-contained PA system that is fabulous and it has been used in a wide variety of applications with great success. I highly recommend it. It is a great investment and will last for many years. The unit is the Peavey Escort (R) Portable Sound System. You will find it worth every cent!
Thursday, December 18, 2008
It's Okay To Not Know
It's okay to not know everything. First of all, it's pretty much impossible to know everything and once you did if you could, it would all change. So, it is okay to admit it: "I don't know much of anything about that . . ." That is a good thing, and even better is to add this phrase to that last statement: ". . . so I could use some help in that area." That's real progress!
CEO's of large corporations, like GM and Ford don't know everything about their own company, but they don't need to. It's not even their job to know everything. It's their job to lead and part of that leadership is finding the people in and out of the company who know what they need so they can call on it as needed. It would be a serious waste of time and talent for the CEO to know everything.
When it comes to small businesses, you may know a lot about the subject of the business that you run, but you can probably really use some help in marketing, web design, sales ideas and so on. There isn't any way that you could know all you need to know about everything either. So, admitting and accepting this and then seeking assistance is a very wise thing to do. Just by coming to this point and stating this will help the assistance to find you. There are lots of people and companies that are ready and waiting to assist you.
CEO's of large corporations, like GM and Ford don't know everything about their own company, but they don't need to. It's not even their job to know everything. It's their job to lead and part of that leadership is finding the people in and out of the company who know what they need so they can call on it as needed. It would be a serious waste of time and talent for the CEO to know everything.
When it comes to small businesses, you may know a lot about the subject of the business that you run, but you can probably really use some help in marketing, web design, sales ideas and so on. There isn't any way that you could know all you need to know about everything either. So, admitting and accepting this and then seeking assistance is a very wise thing to do. Just by coming to this point and stating this will help the assistance to find you. There are lots of people and companies that are ready and waiting to assist you.
Monday, December 1, 2008
Consistency Of Experience
I talked with a businessman who owns several stores in different cities. He stated that his goal was to be a large chain of stores like his competitor is. I briefly talked with him about his stores and my own experience and that of others who notice clearly that there is not a consistency of experience. There is nothing other than similar name to tie them together. They operate differently and they have a different atmosphere. That issue needs to be resolved to begin to create a chain.
A chain afterall, is individual links fastened together and in most chains, the links are the same. Think about McDonald's Restaurant. It is one of the largest chains in the world and if you happen to like McDonald's food, you can trust that as you travel throughout the country, you will have a consistent experience: good food, cooked in the same way, served in the same way and a clean restaurant with clean rest rooms and well lit spaces and so on. Consistency counts.
I went to Sydney, Australia for a couple weeks a few years ago and the first place we stopped after leaving the airport in our right hand drive car was McDonald's. We wanted to see what was different about McDonald's from the way it was in the U.S.. It was so very similar that I would have to say it was a consistent experience. They had a couple of items on the menu that you wouldn't find in the U.S., but other than that, the experience was the same.
Another way to look at this if you don't have and don't intend to have multiple locations is to think about the consistency of the customer experience in each visit to your store. That is very important to convey to the customer that they can expect a certain level of experience each time they come in. This will speak to displays, atmosphere, employee training and so on. People want to feel comfortable and they want to know that they will feel comfortable again should they have the opportunity to return. I know that I do and I choose places based on how I feel when I am in their store. How can you give your customers a consistent experience?
A chain afterall, is individual links fastened together and in most chains, the links are the same. Think about McDonald's Restaurant. It is one of the largest chains in the world and if you happen to like McDonald's food, you can trust that as you travel throughout the country, you will have a consistent experience: good food, cooked in the same way, served in the same way and a clean restaurant with clean rest rooms and well lit spaces and so on. Consistency counts.
I went to Sydney, Australia for a couple weeks a few years ago and the first place we stopped after leaving the airport in our right hand drive car was McDonald's. We wanted to see what was different about McDonald's from the way it was in the U.S.. It was so very similar that I would have to say it was a consistent experience. They had a couple of items on the menu that you wouldn't find in the U.S., but other than that, the experience was the same.
Another way to look at this if you don't have and don't intend to have multiple locations is to think about the consistency of the customer experience in each visit to your store. That is very important to convey to the customer that they can expect a certain level of experience each time they come in. This will speak to displays, atmosphere, employee training and so on. People want to feel comfortable and they want to know that they will feel comfortable again should they have the opportunity to return. I know that I do and I choose places based on how I feel when I am in their store. How can you give your customers a consistent experience?
Subscribe to:
Posts (Atom)