The Importance of Small Business...From Instant Gratification: An Entrepreneur's Guide to Satisfying Every Customer, Every Time

At the risk of sounding self-serving, it has generally been accepted that independent establishments offer the best products and service. Within most industries, independents cannot compete with corporate establishments on price or marketing. Instead, they create their niche within the community. In exchange for the flashing lights, expensive commercials and cookie cutter/turnkey operations, ground businesses generally offer better products and customer service.

Ground businesses value each and every customer that enters their business. Instead of an assembly line that kicks out halfway decent products in nanoseconds, ground businesses put more energy into giving each person personalized service.

Customers who come to independent establishments are not one of the pack. They are individuals and as a result get treated as such. The customer’s nuances and special needs are a priority. “No” is never an option; phrases such as “we can’t do that” or “we have to charge you extra” are rarely heard within independent businesses. Independent establishments truly appreciate their customers. They know customers by name and they know just what they like.

Independents also have a connection to the communities where they operate. While corporate establishments bring notoriety, ground businesses have a foundation in the community. They generally open in communities long before corporations recognize the value in those communities. Dollars spent in independent businesses also circulate throughout that community 7-8 times longer than dollars spent with corporations.

As a customer, if you want the best customer service, look beyond the names and search for a return on your investment. Corporations and franchises offer convenience and inclusion with the “in crowd.” Ground businesses, on the other hand, boast better products, customer service and a shared concern for the communities in which they exist, your community.

Key Points
· Independents generally trade pricing for products, service and quality
· You can obtain customized service in independent establishments
· Ground businesses appreciate their customers
· Dollars spent in ground businesses stay in the community longer