Mary Schmidt Marketing Troubleshooter

“…Paco Underhill, the retailing expert, tells me that 20 percent of the mall storefronts could soon be empty. That fact alone means that thousands of service-economy workers will experience the self-doubt that goes with unemployment.” - From David Brooks’ column, The Formerly Middle Class

Personally, I think it’s great that we Americans have finally (maybe) realized we have to - gasp - live within our means. But, when 70% of the economy is based on consumer spending, we’re in for some rough times, no matter how rosy my glasses may be. Here’s the thing though. Your customers are still out there and they are still buying. (including record amounts of Spam? Go figure. At least Hormel’s workers are raking in the overtime pay!)

The shopping center parking lots around my town are still jammed. Folks may be doing more looking than buying…but they’re there. In my rounds, I’ve noted that service people are mostly still hanging in the back, waiting for me to come within radar range…if they even notice me at all. I could drop dead under the sales racks at Chico’s and they wouldn’t find me for weeks. Compare this to T.J. Maxx (yes, the discount store). A young man (with spiked hair, multiple piercings and tattoos) stopped stocking and asked how he could help me. He then spent several minutes helping me dig around for a french press…and he even proposed an espresso maker as an alternative. I’m sure he doesn’t work on commission, unlike those well-groomed, ultra-accessorized ladies at Chico’s. I might actually buy something, if somebody, anybody paid some attention.

Same goes for services. Don’t sit by the phone, hopin’. Make some calls of your own. Don’t just send out a bulk mail piece. Send a personalized note attached to an article of interest. Call your best customers. Follow up on that quote you sent. Get out there and talk to people - and be willing to give a little here and there. Package products and services differently. Offer something special (but make it truly special, not a “bait and switch’), extended payment terms, etc.

P.S. If you buy local, more of your money stays in the local economy, which helps you and your business. Those big mall chains may close up and leave your community even when they’re doing well there, since they’re driven by the corporate plan and bottom line- not individual locations.

P.P.S. The Apple store here in Albuquerque is always busy. People aren’t just looking..they’re leaving with boxes and bags. Apple also has smiling people who greet you at the door and lots of service people working the floor…Hmmm….good products, combined with great service…what a concept.

Now, I’ve got to go make some phone calls and send out some info…

Related Posts:
Small Biz: Get Off Your High (Hobby) Horse
Why Aren’t They Calling Me?
Marketing In Days of Doom

Tags: customer relationships, marketing, marketing troubleshooting, business development, recession