Published:
03/15/2013 11:16pm
Where Everyone Knows Your Name
Do you remember an 80′s classic TV program "Cheers", with Ted Danson and Kirstie Alley? The theme tune had a line in it "where everyone knows your name". OK. Now keep that line in mind as you read on.
Awhile back I watched the news with Sandra Sully. In it, she reported that David Jones, Myers and Harvey Norman department stores were complaining that profits for the quarter are down, that there is no consumer confidence out there, and that retail is suffering.
Now normally I wouldn't bat an eyelid at the big boys complaining about sales, but they then went on to interview two small businessmen, who basically said "If it is tough for the department stores, can you imagine how tough it is for the small business man?". Hence, the inspiration for this article.
As a small business owner, just walk into any department store and look for something you want to buy. Whilst doing so, mentally note some points that you could do better if you owned that business, or take any tips that you may have missed and you could use yourself. Sometimes when I have walked into a department store, this is what I have seen:
• You can't find a staff member to ask a query or question
• Staff members who have no knowledge of the product you are buying
• There's no smile or even an acknowledgement from staff
• They do not go that extra mile to give you a better service experience
• What kind of after service care do they offer? None I bet!
Take these points and use them in your business and go over the top with it. Consumers are spending, but they are being more selective about where they spend. If you remember a customer's name, a story they've previously told you or even just talk about the footy you are half way there to winning them over (well depending on who won J).
I know this doesn't apply to all stores - and it is particularly a challenge for big retailers. That's where you as a small business actually have an advantage.
Yes I am realist and I know that the Aussie dollar is strong and people are buying on the Internet. I know times are tough with high interest rates and I know our current government is trying to introduce yet another tax. Is it going to be like this all the time? No! Are all shops going to disappear from our high street? No!
As a small business owner, don't listen to negative news, read negative articles about the economy or listen to negative friends or consumers. Wake up every morning, think about what it is that you can you do differently to make your customers' experience different, better and something that they will talk about to other people.
It is so easy to just get on the band wagon and whinge. I have been caught doing it myself. I now know though that I have a choice. Either I can sit back and take the punches, or go out there and keep pushing, trying, opening myself to new ideas and thrive. Remember if it was easy, everyone would be doing it.
In Cheers, why did Frasier and his drinking buddies keep going to the Cheers bar? Because it was a place "where everyone knew their name!" Use that mentally and keep going that extra mile for your customers.
Hiten Thakrar is the first person you'll see when visiting Sydney's Zantini Menswear shop. Best known as "H," he is passionate about providing quality menswear as well as exceptional service and advice regarding how to be the best dressed man you can be. Visit www.ZantiniMenswear.com to receive "How to Look Great and Save Cash With Your Business Clothing," along with tips, tricks and some great menswear fashions.
