Brazilian Cherry
Understand Your Strengths, Customers, and Competition in a Business
Goliath chain stores are unavoidable. In this poor economy, folk are increasingly flocking to these giant faceless emporiums in an attempt to save more of their hard earned dollars. Unfortunately, the result of Americans tightening their belts means the death of some small businesses. The businesses that fall by the wayside make three conventional mistakes that effectively drive the nail into their own coffins. Businesses that neglect to comprehend their strengths, their customers, and their competition will almost certainly fail themselves. Using the example of a flooring retailer, we will consider how to ensure survival in tough times by avoiding these errors.
Our store offers a good collection of high caliber carpet, hardwood floors, area rugs, and laminate floors. This makes sense as it is a flooring shop. If our store owner, Bill, decides that he wants to start offering double hung windows, then the focus has moved away from the company niche, flooring. It is necessary to understand what your company does well and maintain a commitment to that. Do what you do well, and customers will notice the quality of service.
A single mother of two small children pulls up to the store in an old station wagon. She is inquiring about some new living room flooring because her son lit her rug on fire. Armed with this knowledge, attempting to steer her toward fine Brazilian cherry hardwood floors would not be reasonable. It is always good to understand what a customer wants and be able to meet their requirements. This happy customer may walk out with her carpet, but return later and be primed for the Brazilian Cherry. Treating customers with respect and having the ability to anticipate their needs is an invaluable resource often not available from competitors.
The hardware store chain down the road is offering free financing for 6 months plus low priced, but shoddy installation. However, their sales staff is ignorant of the flooring and their customer service is below par. Armed with this valuable information, a small flooring store can use this to their advantage by offering excellent service, comprehensive information about the products offered, and quality installation in a timely fashion. following a good experience at our store, a happy customer will report to his or her friends that they were pleased, ergo, achieving the goal of word of mouth marketing.
Hard times come upon us all, however it is important to hold fast to quality in all things. Businesses devoted to excellence will achieve great things and keep their doors open while the others fail.
Final Walk-Thru – Brazilian Cherry Hardwood
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