Because of my work with small businesses and entrepreneurs, I have a lot of Facebook friends that are small business owners. I enjoy reading their posts, seeing their successes, and helping offer suggestions for those times when they are having problems in their businesses. Many of them often share images like the one in this post, and while they do so with well-intentions, I often think to myself, “that is the wrong way to think about it”.
See, while the intention is good, it sends the wrong message to your audience. Do you want people to buy from you JUST because they are supporting you? Is the message you want to send to your customers that you are unable to provide quality products and services so you have to guilt them into buying from you? Because that may very well be the message you are communicating.
Differentiating Yourself
Instead of posting things like the image above, differentiate your business by showing the value of your products and services and the benefit your customers will receive by doing business with you over big box stores. Remember that the average consumer who buys on price does not understand the benefit your product or service has over the lower-priced competitor. If you have benefit in your products, showcase your service and be known for giving better customer service. If your service sucks, then you need to get better products. If both your products and service is lower than that received at box stores, you need to rethink your business strategy.
How to Beat the Big Box Store
As stated above, the best way to beat the “big guys” is by really providing excellent service. Educate your customers on your products, be consultative in nature, helping them to make decisions that are right for them instead of focusing on selling the products you need to move off your shelf. Treat your customers like you would treat your friends. You wouldn’t try to sell your friend an over-priced gadget that isn’t going to fix his problem just because you get a bonus from the manufacturer if you sell a few more, would you? Would you convince your friend to buy an extra box of meal replacement shakes even if you know that there is no way they will drink them all before the end of the month, just so you can get your volume up to get that bonus? Of course you wouldn’t! So why do you do that to your customers?
The number one secret to increasing your business is by turning your existing customers into your CHAMPIONS. By being consultative in nature, and helping your customers pick what is best for them, you create an atmosphere like no other. You build friendships in your customers and create a loyalty that others cannot break as long as you keep treating them like friends. They become the champions of your business and they will sing your praises. You benefit in the long run by having customers that keep coming back – and keep bringing friends.