3 Things To Ask Yourself That Will Help Your Business

I love retail. I have been professionally driving sales for retailers for over 25 years and I still spend my days researching it, meeting with colleagues, and coaching business owners. What I love more is small retail. The small chains or independents who started their business out of love, passion and community.

YOU are the fabric of our communities, our culture, and what makes our downtowns special. I believe we need to do everything we can to support you. Whether you're a store, salon, restaurant or coffeehouse, these 3 questions will - if honestly assessed - help you move the sales needle and drive revenue and profit:

1. Do I offer something that can not be bought anywhere else?

What are you delivering that is one-of-a-kind? If you're a burger joint, what do you have that your competition doesn't? How do you know? How often do you check out your competition's menu? It may be something like venison burger or an exclusive partnership with an extremely popular bakery and special rolls made just for your burger emporium. If you're a salon, perhaps a process? Maybe you serve bloody mary's or offer daycare. Does your shop have unique items that can't be found online? Maybe you have free tailoring on women's clothing or one-of-a-kind vintage re-purposing (a huge trend right now)? Look at your business objectively and check out another competitor at least once a week (or leverage a consulting team to help you keep perspective.)

2. Do I deliver an experience that customers will talk about when they leave?

I asked a salon owner why had her receptionist do free face painting when she didn't specialize in kids haircuts why she chose that marketing strategy. She said that keeping the kids quiet and entertained (they would sometimes be 6 deep waiting quietly in line for their turn for her receptionist to paint their face between calls) would allow the moms some quiet time and an enjoyable salon experience in the next room. On top of that, after she started, her referrals soared. The moms could not stop talking about it. What sets your experience apart? Have you ever watched your customer from a different perspective? Watch them walk in, browse, look at the menu, shop your shelves... was their experience ordinary? If it was, there is no reason for them not to purchase that same item online at a lower price. Experience is now ruling the retail world. Even Target has taken down boring runs of shelving to create a scavenger hunt within their home and clothing sections. If you don't have a trusted advisor, ask your best customers what they would tell their neighbor about you. Write down their words. Was there anything special that they mentioned in their experience? If not, you have work to do.

3. Did I form a relationship with my customer that will build loyalty and encourage them to recommend me?

I can't say this enough. 85% of you think you're delivering on the question above. Maybe 15% of you are. Do you have a surveillance camera? Replay the video. Instead of watching yourself, watch the expression of your guests. Are they delighted? When they leave, do they smile and look back sincerely as if they're talking about you still? You don't build those experiences by asking "Can I help you?" To be successful in retail you have to foster a relationship. This was not the case 5 years ago. Don't sell first. Compliment them on something they walked in with, ask them where they got a particular item, talk sports, etc... A well-placed question "What are you celebrating today?" is far more productive in relationship building than "Can I help you find something?" Ask, are you delivering customer service or building relationships?

These three questions are an important start to discover if you are doing what it takes to compete with online retailers and your competition. For more ways to ensure your success, reach out to us at Small Business USA! We'll be happy to give you a free consultation. It's our way to contribute to the communities we love, too!

Colleen Ferrary is the Founder of Small Business USA and leads the Boutique Retail Consulting Division for SBUSA while supporting Economic Development groups, Retail Associations, and town managers. To learn more about Small Business USA, email Info@smallbusinessus.com.