Give People an Experience Like No Other
“The only way to have a friend is to be one.”
— Ralph Waldo Emerson
What Do You Feel When Your Neighbor…
…picks up a line you already carry?
I know how it feels. Been there. I felt a rainbow of emotions during my 15 years as retailer – but the emotions I remember most with this scenario are frustration and anger.
One of Many
The worst was probably when a line that is now huge and market saturated had just started. I had spent at least $40K on their baby stuff alone one year. A new retailer and new neighbor bought the very same things and out-priced me by a PENNY.
Email from one of you this week:
Hi Amy – I picked up “this line” last year and I just saw that my neighbor – literally we share a wall – (retailer name) – is carrying them. This is so unfair to your retailers. I know I had them before she ordered them. She picks up my products all the time.
Hmmm
I was confused at first. I knew this person did not know me – because I go by AmyFay. I was not familiar with her but did know the store.
I also did not see any orders from her for what she referenced in our system. Hmmm.
The Wholesaler Angle
For fun – let’s look at it from a wholesaler’s perspective. We are going to narrow our focus to the data in dollars and numbers of orders; after all, no one stays in business without money.
I found out that she had ordered twice in about 8 months for a total of around $600 spent.
If you were the wholesaler, would you think that this retailer really wanted to partner with you and cared about representing your line well?
Do you think that the retailer is staying stocked in best sellers with one reorder in 8 months?
Are you aware of how much more your business grows (and your wholesaler partner’s) if you do stay stocked in best sellers?
The Rep Angle
You know I don’t know her – and you can assume correctly that she has never reached out for any reason before this.
The orders as it turns out were placed on a well-known massive wholesale site – it’s to reps like Amazon is to you.
If you were the rep, what would you think? Would you respond? If so, how?
Right or Wrong
My point is not to decide what is right or wrong.
My Point
My point is to remind you to focus on what is in your control. What goes on inside your walls is in your control and what goes on inside your head is in your control – including emotions. (something I have learned with age)
Stuff
I can’t remember recently thinking – I am going to a specific store to buy a specific product because it’s the only place I can get it.
I mean – why even go to a store if all you want is product? Save time – go online. The selection is bigger usually – and it’s more efficient.
YOUR STORE
People shop in your store because of the way it makes them FEEL.
People do business with you for 3 reasons.
- They like you.
- They like you.
- They like you.
If your neighbor carried every brand you carry, how would you convince people to shop with you? Don’t tell me price – that’s a race to the bottom.
What are you creating that makes people want to come back?
Experience
Set yourself apart with customer service, merchandising, being well-stocked – in a word – EXPERIENCE. Give people an experience like no other.
Humans are made to be in community with one another. As a brick and mortar store – you have a beautiful opportunity to meet a need in your community every day.
Don’t throw away a minute of time and brain power on stuff you can’t control… and make sure you are controlling what you can in the smartest way possible.
Best Partners
Want a wholesaler to want to be your partner? Take the same advice Ralph Waldo Emerson gives for friends. (see quote above)
The best way to have a great wholesale partner is to be a great retail partner.
“Between stimulus and response there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom.”
— Viktor Frankl
You have the power to choose your feelings and actions. ❤️
