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>Hi Shelia, > >Let's start this way - >If you didn't own a pet store anymore, what would you >(as an educated consumer) look for in a pet store or >pet department in a chain store? > >My guess is - >-You'd look for people who can answer your questions >(in case there was some information you'd want/need) >-If you wanted fish, you'd probably want to know if >dead fish are removed from the tanks regularly/quickly >and why the fish died. > >I worked at two Wal-Mart stores. I've smelled the dead >fish that were left in waste baskets. >I've also been recruited to catch loose parakeets >(when some were brought in for a promotion). >I've seen the new pet food stock in put on top of or >in front of the old stock. (Many employees don't >rotate stock because they're pushed to work quickly, >plus they figure rotating stock is a hassle.) > >Wal-Mart employees are mostly trained in W-M policies >with a bit of emphasis on the products they sell >(unless things have drastically changed in the last 3 >years). > >Now for another question (This isn't meant as an >insult) - >Do you run your store differently than that? > >I'm sure the answer is YES!!! But do customers know >that? Do consumers know how much of a difference that >makes? > >This may seem off-subject, but stay with me here. >The minimum wage is about $5.50 per hour. So, how much >is a consumer's time worth? > >If they're asking you questions in person - >1)they've already found a parking spot >2)they've already found a knowledgeable person who can >help them. >3)their time and energy is valuable so it's your >obligation to serve them so they can save their time >and energy. > >It seems like they want "tech support." > >How can you do give them that? >You can use a computer (or a paper system if >necessary). >Have a specific file for them and their pet(s). >Record what they bought (animals, food, accessories, >etc.) and the purchase dates. >Record their challenges and questions. >Have a solution/answer database. > >Imagine this - >You have a question. You call me. > >Me- "Hello, this is ___ Pets, the animal lovers tech >support center. How can I help you and your pet today? >"OK, if you tell me your name I'll access your file so >you don't have to answer questions you've already >answered. >"OK, Shelia, thank you for calling. I see you talked >to Amy yesterday, did the XYZ help? >"So, there's been some improvement, good! Then we're >on the right track. We have a lot of information about >that. If you tell me your e-mail address, I can send >you the specific information you need right now. >"Yes, I know it would've seemed good if Amy had given >you this information. If she had, you'd still be >reading it, it's that much. With the things you told >me, we've narrowed it down to ABC, so I can send you 2 >pages instead of the 50 pages Amy would've had to have >given you to cover the situation. I hope you >understand." > >You should set consumers' buying criteria. >"Get the products & service you & your pet need in one >place. Asking questions one place then going somewhere >else to get what you need is wasting your time. It >means your pet waits even longer for comfort while you >search for somebody to help you at one of those chain >stores. Spend the time & energy you save with the pet >you love. >"Each business does things differently. Some stores >have clerks who work in many departments & don't know >much about what they sell. >"We believe you & your pet deserve better service & >caring. That's why we answer your questions & are >ready to give you 'pet technical support.'" > >The whole answer for your situation would be a lot >longer, but hopefully, this will get you off to strong >start. > >Dennis S. Vogel >thrivingbusiness@email.com >When you compete against big businesses with >big budgets you need powerful marketing >strategies and tactics. You'll find them here- >http://wz.com/business/SmallBizThriving.html >http://www.thrivingbusiness.homestead.com

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