Capitalize on local

As a local business, are you capitalizing on every single aspect of your independent nature? There are certain things that as an owner or manager of a small local store you can get away with that the large box store down the road wouldn't dream of doing. Promoting your independent shop in a sea of chains sparks customer interest and can drive revenue for you, but are you capitalizing on it? Have you sat down lately and thought of all the promotions and events that you can do that others can't?

Local Artisans
Shopping local is a big thing, but shopping local for locally made items is even bigger. Customers sometimes enter stores expecting to see the same mass-produced merchandise that they could get at a big box up the street, but if they see something different, sparks will fly. There are so many things that can be purchased at a chain retailer or online that independents sell that leave customers thinking, "I can get that cheaper...", "they have that at..." You get the point. If your customers are able to see something local and unique at your store, you'll immediately be set apart from the rest.

Local Community
By becoming active in your community, be it through a church, clubs, or even frequenting a restaurant, you're able to build a relationship with people that could potentially become lifelong customers. If that customer feels that there is a relationship beyond money, their trust in buying will be stronger and the likelihood of them being a lifelong customer will increase. This is, of course, what you want. If you're able to hook the head of a prestigious local family as a friend, they'll be able to reach an audience that you might not have contacted such as private clubs and those not involved in gardening already.

Local Outreach
The area around your store is critical in your success as a business, and if you're not able to help those business around you thrive, you're going to struggle as well. If there is a business next door that somebody frequents and then makes it a point to "just stop by" your store, you need that other store to stay open. It's a matter of synergy within commerce. Referring your customers to the hot dog shop up the street or the florist across the road is going to help increase traffic, passers by and leave you with curious eyes in your store. If you're in an area surrounded by boarded up shops, people aren't going to be willing to make the trek to see you.

Look locally to make your business thrive. A great place to start is the local farmers market, local community meetings and garden clubs. Offer to give speeches, offer incentives, offer your services, and the local community will offer you their business.

Nikki Weed is a horticulturist and professional adventurer who uses her experiences and knowledge to manage a successful garden center in Greenville, S.C. She can be reached at pepitaweed@gmail.com.