Retail Observer

RETAILOBSERVER.COM JULY 2020 64 W hether you're a one-man servicer working out of your home, or you're large enough to have a brick and mortar location, it's sometimes good to be small. Your definition of "small" may differ from Webster's: "having comparatively little size." Webster's alternate definition: "Of minor influence, power or rank." Some feel that small is a disadvantage when it comes to influencing. But it might be just what we need to survive. A small business is personal. Many customers yearn for businesses that let them connect to something beyond their products and services. A small business has a story to tell, and it's usually one that most customers can relate to. Everyone loves a good story, especially one that's honest and heartfelt. How did you start your business? Many of us can say that someone in our family taught us to repair appliances, and we took over from there. A family tradition is a wonderful story. It's something to be proud of, it's a great story to tell, and it's the envy of many who face the daily corporate grind. Small businesses often earn the support of their communities and become deeply involved in community events. They support churches, food banks and community non-profits. These businesses lead with purpose and intentionality and attract customers who are drawn to companies that give back. Our country needs businesses with that kind of moral fiber – and customers are eager to support them. An important advantage to being small is that you're better positioned to offer personal service. Customers trust businesses that offer sincere personal attention. They respond to businesses that know their names and remember the details of their 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 friends and family how long they've done business with your company. They're happy to spread the news about their positive experiences, whereas a larger company might be less likely to care. When customers have problems, a small business is more likely to resolve issues promptly instead of letting them fester, because the owner will know about the problem and take action faster. Without an endless chain of command and a complex bureaucracy, your response will be immediate and satisfying to the customer. Economic conditions are always changing, and the pandemic that we're emerging from is a powerful example. The cost of doing business – of utilities, fuel, parts, health insurance, labor and the like – is always changing in response to the economy, and large companies can be very slow to react to changing conditions, resulting in lost profits. An astute small business owner can make economic adjustments almost immediately, resulting in sustained profits and a happier balance sheet. A smart small business will put together a network of strategic partners who are ready to meet its clients' needs. While it's not a new idea, the strategic partnership concept creates credibility for the small business and its partners and helps keep customers from venturing outside your profit circle. Finally, smart small business owners know that while the entrepreneurial dream promises independence, it doesn't mean they are completely independent. Rather, it means that while operating independently, they must depend on many factors to succeed. And one of those key factors is the need for a strong association that can offer training, benefits and the influence and power to promote goodwill for the industry and its small business members. So – while you should be very proud to be an independent small business, don't forget to enjoy the benefits of your Professional Appliance Association. For more information on PSA, visit www.psaworld.org. 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 Wolff, Industry Relations, PSA Certified Service Center www.certifiedservicecenter.org

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