I’ve always been a champion of the small business.
Running one myself, I know how hard it can be to compete with larger companies. I work privately and sometimes wonder if first-time clients are more likely to book a Reiki treatment at a large spa or centre than with an individual.
I have on my doorstep an example of the challenges facing independents trying to thrive in the shadow of a large supermarket chain. I have a local deli, specialising in gluten and wheat-free foods, bread, ice cream, eggs and other food staples, as well as some nice treats. There's also a wine shop next door, which opens late and has a cafe area too. The supermarket sells the usual fodder: fruit and veg, meats and household sundries, as well as a wine and spirits section.
I want to support my local corner shop, especially as they have a health-food section. I go in there regularly, I refer friends and meet there for a cup of tea. I want to walk in there and feel as if care and attention is being put into the goods for sale, and the way customers are treated.
Fundamental principle
I’d like to say the supermarket has tough competition. Rather, I'd say that it feels like they are on a par with each other in neglecting to understand a fundamental principle - being good to those who provide you with custom.
As a small business, one needs to offer something the larger competitors are not. It stands to reason that a personal service, catered to your clientele, is where a small independent can gain an edge
Over a two-month period the supermarket is constantly overcrowded with long queues, despite which there is frequently only one person on the tills. They have a very small selection of meats, often resting in a freezer that doesn't seem cold enough.
Above all, I find the idea of standing in line for over 10 mins to pay for a bottle of water or some hummus a bit much. I'd be happy, though, that this means the small shop stands a great chance of picking up other, similarly disaffected customers.
Except when I visit into the smaller shop, I find the same thing. Long queues are also a problem, smaller but relative to the size of the shop still a big problem.
The lady behind the counter is busy having a chat. On one occasion she's telling her superior that she's too tired and wants to leave early! I’m tired too - tired of standing in line to pay for some hummus, a bottle of water or some bread. I also find the stock tends not to be replenished all that frequently.
This gets me thinking. As a small business, one needs to offer something the larger competitors are not. It stands to reason that a personal service, catered to your clientele, is where a small independent can gain an edge.
The larger stores can be outflanked with a smile and some charm. I found neither here. This makes me wonder whether I am going that extra mile for my potential clients - or have I got stuck in a rut?
I’m aware that I am failing to offer spa treatment, but at the same time my prices reflect this, and I give concessions for those having financial problems.
How can a small business draw you in? I want to feel that when I walk in somewhere I have almost stepped back into a lost space in time, when customer service was paramount, the serving staff actually made eye contact with you and goods were homegrown and fresh.
I would be a lifelong customer if they remembered me, asked how I was and even took the time to stock what I really like or could not get elsewhere.
So then, the key is engaging with your clients, no matter how tired one is, or even if they seem like a one-off. That is real food for thought (no pun intended!).
Do I engage with every potential client who contacts me? I don’t think I do. I have some days when I am tired or busy or on my Blackberry on the tube and send a standard response.
Sometimes customers need boundaries from the start. How you set the parameters of your relationship at the outset can define them in future. I need to find the balance between having some private time but also appearing reasonably approachable and memorably. If I am the small corner shop competing with the larger supermarket chain, how can I gain an edge?
