Retail Observer

RETAILOBSERVER.COM APRIL 2017 64 W hether you are a one man servicer working out of your home or have a business large enough to have a brick and mortar location, it is sometimes good to be small. Small, as you know, is a subjective word and your definition may differ from Webster's. Webster defines small as "having comparatively little size" or "minor in influence, power or rank". Some feel that small is a disadvantage when it comes to influence, but it might just be what we need to survive. A small business is personal. Many customers are starving for businesses that allow them to connect to something beyond the products and services they offer. A small business has a story to tell and one that most customers can relate to. Everyone loves a story and especially one that is honest and heartfelt. How did you start your business? I'll bet that many can say that their dad, uncle or someone else in the family taught them to repair appliances and then they took over from there. What a wonderful story—a family tradition. It's something to be proud of. A story to tell and an envy of many who face the daily corporate grind. Small businesses often garner support from their communities and become very involved in community events. They support various churches, food banks and other community non-profits. These businesses lead with purpose and intentionality and attract custom- ers who are drawn to or have an affinity to companies who give back to the community. Our country needs businesses with high moral fiber and customers are willing to support them. An extremely important advantage to being small is that you are in a better position to provide a more personal service to your customers. Customers trust businesses that offer them sincere personal attention, and they respond well to businesses that know their names and remember details about former transactions. Remember the theme song from the television show Cheers? Making your way in the world today Takes everything you got Taking a break from all your worries Sure would help a lot Wouldn't you like to get away Sometimes you want to go where everybody knows your name Customers are proud to tell their friends and family that they have been doing business with your company for a number of years and tell of their positive experiences. A small business will usually have a faster response time to address their customer's needs. When it comes to customer problems, a small business is more likely to resolve issues rather than let it fester, because the owner will know sooner and take action. Without a lengthy chain of command and complex bureaucracies, your responses are immediate and satisfying to your customers. Economic conditions are constantly changing; the cost of utilities, fuel, parts, health insurance, labor and the like are always in flux. The underlying cost of doing business is affected by the economy. Large companies are very slow to react to these changing conditions, resulting in loss of profits. An astute small business owner can make economic adjustments almost immediately, resulting in sustained profits and a happier balance sheet. A small business will put together a network of strategic partners who are ready to meet the needs of his clients. The strategic partnership concept is not new but it does create a higher level of credibility for the small business and its strategic partners. It also helps keep the customer from venturing outside of your profit circle. And finally, smart small business owners know that while the entrepreneurial fever promises independence, that does not mean they are independent. What it means is that while being independent, they are still dependent on many things in order to succeed. One of those things is the need for a strong association to provide training, benefits, and as we said earlier, the influence and the power to promote the good will of the industry and your small business. So while you should be very proud that you are an independent small business, don't forget to enjoy the benefits of your Professional Appliance Association. Visit www.psaworld.com for more information. SOMETIMES IT'S GOOD TO BE SMALL S E R V I C E D E P A R T M E N T RO Ralph E. Wolff , PSA Service News features alternating writers discussing topics of the service industry.

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