Many family businesses know their product well and spend a good deal of time perfecting it.
Unfortunately, their intended customer is largely forgotten until the store doors are opened.
Customers need more attention than that
Because they should be at the center of your attention. They create your income.
Think a moment about how their interests and needs can be at the center of your business.
A customer is a whole person not just a money machine
When they come through your door, they are thinking about themselves not your store.
They want their purchase now, not later; exactly what they want, not something else.
They want it to be less expensive than they think they should pay.
They prefer the money to stay in their pocket not filling up your cash register.
They want a guarantee, so they risk nothing in choosing to buy it from you.
Even if you are the only place to find it for miles.
Their thought is about their need and what they will feel like when they use it.
Not about you and all the work you had to do to make it and get it into their hands
Or all the mistakes that might have been made to deliver it in perfect order and
The paperwork that is necessary to account for cost, taxes, profits, how you found
Your location, location, location, (that is what the realtor talked about when you looked)
And all it takes to keep your family and your customers happy.
OK what must you do to keep customers happy?
More than just sell them your products with a smile and all the other requirements listed above
Yes, there are things your customers and your family usually do not think about in selling.
Like, creating long term relationships to keep them coming back, and
How long-term relationships affect the ambience and quality of the community you live in,
The quality of the educational experience your children experience in your schools,
That a smile between you is worth more than a thousand words, or a million dollars,
When you meet on the street or in church or on the playground or in someone else’s store.
Your store or factory is a part of your community, your history past, present, and future.
You owe your community your best efforts not just the best value of your business.
Your family business is also a community asset.
People should look up to you as an asset to everyone.
That means how you act in your store and in your community.
How you ignore the color of people’s skin, planning and discussing and supporting the leaders
And their ideas and efforts to plan and work for everyone’s future.
That is a lot of work
In addition to what you do in your family business. But
What is your business worth if
your community destroys people rather than
Supporting them and you.
Your model of running your business and supplying what people need in their life
Sells your product more than all your knowledge and planning and profits as well as
The location and the condition of your residence.
Do not forget your children. Because they may work in your business.
They live in your community and they are customers of other family businesses.
Even in a large community or city, the sign of your business is around your and
Your family’s neck.
Wear it honestly and proudly.
