I was just having a conversation about this topic with someone yesterday. We were discussing how the businesses that have held on through the toughest economic time in most of our lives, have done so by really focusing on the relationships with their customers one on one. For small companies, this is an absolute MUST….for larger companies unfortunately they can spend money on advertising and promoting their brand and sometimes get away with ignoring the customers when they come into the store. I agree with Ken that what he experienced is a big reason why the online retail industry is growing but the problem is that most consumers may not go back into a Sports Authority if they receive bad or no service, but they will go to the website and buy from them that way. When it comes to certain things, it’s purely a matter of convenience. However, providing someone with an experience when the shop will guarentee almost always that they will return again and again….Which is what makes what Ken says in regards to small businesses so important. Whether online or free standing, customer service and “having a heart” will bring people back. Zappos figured that out and it works! -Julia

Have a Heart

In keeping consistent with last weeks message, another character from The Wizard of Oz gets the spotlight.   In the movie, The Tin Man wanted a heart.   Of course, he gets one in the end(although he had one all along)but I would like to suggest an alternate ending to the movie; instead of Dorothy waking up and realizing that the story was a dream, The Tin Man goes on to become a world famous motivational speaker specializing in retail.   His main topic would be “Pump your profits by having a heart”.

Yesterday, my Wife and I went to Sports Authority to get a Christmas gift for my son.   He wanted Under Armor gear and unfortunately, there is no small business in the area that carries it.   We wondered the aisles alone, orphaned by the completely oblivious staff.   We found what we were looking for but alas, there was no medium on the rack.  We looked around and saw some Sports Authority employees but they were off in the distance, talking amongst themselves.   We ended up settling on a different size, and proceeded to the check out area.   When were being rung up, the cashier asked us “Did anyone help you today”?   My immediate response was “Do you employ sales associates”?   I was not trying to be flippant or funny.   It was a legitimate question.

Just one mans opinion, but I believe that this is the type of business most susceptible to losing market share to the internet.   We knew what we wanted, received no help and paid sales tax.   Why do I ever need to shop here again?   What compelling reason was I given to darken the door of the Sports Authority?   No service, full price, poor experience equates to a lost customer.

Compare this experience to that of the local toy store I patronized a few weeks back.   I was in looking for a gift for a birthday party my daughter was attending.   I came in on a Friday morning and was immediately greeted by a sales associate who first offered me peppermint hot chocolate.   She then asked me if I knew what I was looking for.   I told her it was for a birthday party, and the sales person asked me the age, the sex, and the price range I wanted.   She made several suggestions, and when I picked out what I wanted, she took the present to be wrapped.   This woman (and business) had a heart and generally cared about pleasing the customer.  It was a very positive experience, and for sure, I will return.

Emotionless, service(less), experience(less), promotion(less) stores have virtually no appeal.   The internet will continue to grow at the expense of the stores with these characteristics. 

Care, provide an experience and give a damn!   Your prosperity and longevity will be a heartbeat away!

Ken Proctor
Front Man
Twig Footwear, LLC
Ken@twigfootwear.com
www.twigfootwear.com
832-748-1865