Recently, I stopped into a niche retail business for the very first time.
They’ve done a nice job with it. Haven’t been open long, so some of the obvious things I’d suggest to make the place a real customer magnet weren’t in place yet.
I have a feeling they might get there, but time will tell.
What worries me most about my visit is that they did nothing to see that I’d return…
- I wasn’t asked how I’d be using their product – and it’s a natural question for them, not a nosy none-of-your-business one.
- I wasn’t offered any additional information showing all the other items they make.
- I wasn’t asked to check out their Facebook page, which will someday hopefully be full of ways to use their product.
- There was nothing letting me know that another business in town uses their product, so that if I really loved it I could go there too.
- There was nothing in the store or on the products that included their website address on it – including the receipt or the label on the product.
- I wasn’t asked if I’d like to be notified when they make special stuff. Doesn’t matter whether that notification happens by phone, text message, Facebook, email list or even a printed newsletter, just notify me.
- I wasn’t asked to let them know how I liked their stuff by going to their site or Facebook page (which also doesn’t encourage this) or heaven forbid, filling out a self-addressed postcard or picking up the phone.
- I wasn’t given a coupon or “send-a-friend” promotion so that I could tell my friends about them if I liked their stuff (that’s also what the Facebook Like button is for).
Doing ALL of this might be a bit pushy. Doing NONE of this is a big mistake.
Look,Â I know they are a new place and some of this takes time to get going.
You may even think I’m being hard on them, butÂ I’m nowhere near as hard on them as the market will be.
No Second Chances
Re-elected politicians get second chances. Folks who make mistakes, like Michael Vick and Martha Stewart, get second chances.
Businesses are rarely granted that luxury.
You have to take advantage of the “honeymoon of newly open”.
During your honeymoon, people will…
- Visit your store even if they don’t need what you sell.
- Tell their friends that they visited, even when they might not normally do so.
- Click “Like” in Facebook just to give you a little push, when they might not ever use that button.
- Cut you some slack for mistakes like untrained staff and other stuff that happens when you’re still trying to get all the kinks out.
When you operate a niche business, not every one is going to decide to be your customer. Those who doÂ more or less raise their hands and say “me, me, me!”
When they do that, your job is to make sure to remind them to come back regularly, not just when they remember to return. Leave it to them to return at random and you might not see them for months.
Make the honeymoon last forever
Customers are hard to replace, even in a good economy.Â It’s particularly difficult to go out and find 100 new customers tomorrow because revenues are tight.
It’s a lot easier (and smarter) to earn just one new customer a week, keep it up year after year, and do whatever it takes keep most of them.
So let’s go over this again.
- You love whatever you do so much that you quit your job to do it. That’s great.
- You spent most of what’s left of your liquid retirement money to fund the business.
- It cost more than you thought it would to get going, so you borrowed from your in-laws, your family and friends.
After doing all that, please don’t tell me you’re going to ignore the very people who said “me,me,me” by letting them walk out the door as if they walked into a box store.
Keep that up and you’ll be back at your old job in no time – if you can get it back.
You didn’t like that job anyway, so please do these things for yourself and your business.