Wednesday, August 25, 1999
David vs. Goliath

By GREGORY SMITH
Business Columnist

Over the past decade, countless family-owned and small businesses have closed their doors, turned out the lights and gone out of business. A major reason is because of the growth of superstores in America.

For those who are still in business, the pressure from superstores as well as changing demographics has forced many small/family-owned businesses in a sink or swim situation.

I gain a tremendous amount of satisfaction in helping small businesses discover and maintain their competitive edge.

A business does not have to be large to stay successful.

Just remember the story of David and Goliath. David practiced the 3 Es of competition:

•Evaluate your competition.

•Exploit your competition's weaknesses.

•Exterminate all threat from your competition.

David knew his opponent's weakness, exploited them and exterminated Goliath. The small business can and should win over the larger competitor.

To do this small businesses must find and magnify a key aspect of their business . . . what they are good at-their niche.

As a niche, some use the Internet, others have lowered prices, but the businesses I work with excel at customer service. A discovery I made a long time ago is people will reward the business with more money (added profits) and loyalty (repeat visits) for good customer service.

I've been fortunate to work with several small and family-owned businesses including a couple of Ace Hardware stores.

Hardware stores are seeing many changes in the way they did business in the past.

These changes include a shift from the traditional nuts and bolts male bastion to a retail environment that attacks women shoppers and the younger generation.

However, what hasn't changed and what separates the smaller hardware store from the megastore is excellent customer service. Customer service with a personal touch that solves problems in a friendly manner.

Focusing on the Ritz-Carlton Hotel model, a task force developed “20 Commandments of Customer Service.” For space reasons, I can only list 5 of the 20 commandments this task force designed for itself.

1. The vision statement will be known, owned and energized by all employees.

2. Our motto is: “We go beyond the call of duty.” Help co-workers and practice cross-training to promote a positive work environment.

3. All employees shall practice the three steps of service. a. Demonstrate a friendly and caring environment. b. Anticipate and exceed customer needs and expectations. c. Offer your business card and express your desire to help them in the future.

4. All employees will successfully complete Ace training and the National Hardware Course to ensure they understand how to perform to the Bates Hardware standards in their position.

5. Each employee will understand their work area and company goals.

Free by e-mail/fax: If you would like the entire list of 20 Customer Service Commandments please fax us your letterhead with your name with the words, “Commandments” to 770-760-0581.

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