Learning from the Best in the Business

One of the best ways to succeed in business is to watch and learn from the best, and that’s exactly what brought a group of businesswomen out recently for a lunchtime chat with Debbie Schaeffer, the CEO of Mrs. G. TV and Appliances in Lawrence Township and its third-generation female business owner.

The Calico Grill Speaker series “Successful Women Connect” is produced by J & M Marketing, and brings entrepreneurs together over lunch at one of Princeton’s most popular destinations, located on Nassau Street. Last week’s speaker is known for taking the business started by her grandmother and grandfather in 1935 and turning it into a $10 million success story.

“One of the most important qualities my grandmother brought to the business was the personal touch and it’s something I try to remember every day,” said Schaeffer. “She genuinely enjoyed her customers and they knew that. She made sure she was there to greet them when they walked in the store and she made sure they got the best personal service possible. And then she followed up with them. People don’t forget that kind of service.”

Schaeffer noted that the store, located on Route 1 not far from several national big box stores including Lowe’s and Home Depot, survived and thrived with a strategy that delivered an unbeatable one-two punch: tradition interwoven with the best of technology.

Schaeffer is a big fan of social media because it is essentially word-of-mouth advertising done on a much larger scale. Her store has a Facebook page and she’s a fan of Twitter. Customers can deliver instant feedback on user-recommendation sites like Yelp, and when that feedback is positive, businesswomen like Schaeffer recognize that it is one of the best forms of advertising that money can’t buy.

The dynamic businesswoman also touted networking as a powerful tool of business and noted that she is now officially a member of four different Chambers of Commerce, including Princeton's, as well as the New Jersey State Chamber of Commerce.

“The personality of each of the local chambers is different, and belonging is so important to getting your business out into the community and becoming a part of it,” said Schaeffer, noting that she regularly donates products to local community organizations for fundraising auctions or raffles.

“Giving back to the community is also part of the relationship-based culture of business that my grandmother so firmly believed in.”

Deirdre Anderson, director of sales and marketing for Green Birdie Video Productions in Lambertville, affirmed the value of social media. She noted that she discovered the speaker series and Debbie Schaeffer’s appearance by going online and “googling” women and networking opportunities in Princeton.

“I am a networking fiend; I do as much as I can,” said Anderson, observing that networking can help mine not only new clients, but new insights. She runs a networking group on the first Thursday of every month.

“I’m a fan of anything that happens with women and business,” said Dr. Mary Boname, owner of Montgomery Eye Care. “I am tired of the glass ceiling for women and events like this can help us learn from each other and break through.”

Mary Hagemann started her dress and accessory store, Kiki D’s, on State Road in Princeton three and a half years ago and came out to learn new ways to reach out to customers.

“I’m trying to stay ahead of it all because it’s not easy out there,” said Hagemann. “The times, the economy, it’s just not where it’s supposed to be. I thought Debbie was great and I came away encouraged. Any time you get into a group where there are conversations going on, it gets you in motion and pushes you.”

The Calico Grill Series continues on Aug. 16, with Marguerite Mount of The Mercadien Group as the scheduled speaker.