Successful Sarasota Business Owners Say It's All About Service

SARASOTA, FL -- From grocery store chain Winn-Dixie to the independent video store Video Renaissance, Sarasota businesses are shuttering their doors. However, one longtime business continues to grow. The owners say the key to their success if no secret -- it's service.

With just one location on Bee Ridge Road and no window shoppers casually stopping in, Children's World co-owners Tim and Cynthia Holliday say they've built their business customer by customer.

The retailer, which has been in business since 1964, offers toys, gifts and embroidery services, outfits the majority of private schools in the area with school uniforms and even houses the neighborhood post office.

To ensure their continued success, the Hollidays enlisted retail consultant Bob Phibbs, CEO of New York-based consultancy the Retail Doctor, who specialzes in helping stores connect with customers.”

"The training he provided – both in-person and through a virtual training program – has meant that Children’s World’s customers get the most out of their shopping experience," said Cynthia Holliday.

As a result of Children’s World's use of Phibbs’ Sales RX system, the store's toy sales were up 17 percent last year, making it the second most successful year in the history of the company.

The Hollidays gave an example of how Phibbs' five-step sales process works.

"It began with a customer who came in to the store to purchase Boy Scout supplies," said Holliday. "That resulted in about a $100 sale that day. However, during the sale a Children’s World associate gave the customer a store tour. The tour included showing the customer the store’s promotion room, where we have samples of all kinds of promotional products that we create for businesses and organizations. The customer had no idea we offered those services. The next day, the customer’s company had a meeting and discussed an event they had coming up and how they were going to market their business at the event. The customer told her employer that she was just in Children’s World and learned about our services creating promotional materials and products – this resulted in $600 worth of sales, and, will likely be much more on an ongoing basis."

The Hollidays say making every customer feel special is something all independent retailers should consider.

"In a time where many are questioning what’s next for retail, investing in good old-fashioned customer service is the way to go," Holliday said.

Children's World is located at 4525 Bee Ridge Road.

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Image via Children's World

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