I know of a town in which there are five hardware stores.Competition is keen. Customers come primarily from thecountryside which surrounds the community.
I entered one some time back. Call it Joe's Hardware.I was looking for a filter for my heating system. But couldn'tfind one. And no clerk was close by.
I leaned inside the office door and asked of three men, "Canyou help?"
An older man, just about to settle into a chair,straightened quickly, moved toward me, smiled, and said, "Surething." The two younger men in the room never looked up.
The old man had looked tired as he was sitting down. I kindof wanted to apologize for interrupting him. Yet he eagerlywent out of his way to be sure I found what I wanted.
He spent some 15 minutes with me. I bought a heater filterand three night lights. Total paid? $12.47. The man didn'tmake wages.
But it was this old man who had built this store to be thechoice of most. For forty years, he had the most complete stockin town. He either beat the competition or matched them. Andany problems were quickly resolved with a great smile. He wasalways ready to take yet another step on behalf of a customer.
He had passed the store on to his sons, when I last visited.The two younger men who had not looked up when I asked for help.Prices are higher. Service and support are way down. Nobodyany longer recommends Joe's Hardware. Although most still thinkwell of Joe.
He built his business with great service and support. Hissons are allowing it to perish for they have more importantthings to do then hustle a $12 sale.
In all, emulate this remarkable man, Joe. Provideoutstanding service and support. Without it, your business willperish.
Never, Ever Release Any Of Your Rights To Anyone
One of the grandest scams on the Web, which goes largelyunnoticed, is for a web-based bookseller or publisher to requiresome rights to your work in exchange for the service to beprovided. Many demand the electronic rights, for example.
Customer Personality Types: Does It Matter?
Marketing types are fond of classifying people intocategories. Here are four which I took from "Differentiate OrDie," by Jack Trout with Steve Rivkin. (John Wiley & Sons, NewYork, 2000, p15.) Only the first few words of each are includedhere.
The Hits That Matter Most
So you know what hits mean. Unique hits or user sessions,I mean. And you know what CR means. Right? If so, you're ingreat shape, for many people don't. They think they do. But they've got it wrong.
