Today’s small businesses, especially retail businesses – the Main Street businesses of our community- are increasingly challenged by big box chains and internet sales. There are numerous ways, however, where a local small business can stand out and make themselves the “go to” source for shoppers. Here are some tips and modern strategies for maximizing  sales:

1. Be unique; make an impact.
   A real estate broker-new in town- set up office. Shortly thereafter, two other brokers set up offices on either side of him. One put up a sign saying “lowest prices.” The other put up a sign saying “best deals.” Our broker put up a sign saying “main entrance.” (story courtesy of Tod Buckvar, Buck Realty). Our real estate broker turned a bad situation to his advantage. He looked at the challenge as an opportunity.
2.  Stay in touch with existing customers and prospects year round.
   People are loyal if you make it easy for them. You don’t want to be out of sight, out of mind.
3.  Continue with the staples of marketing.
   Maximize your print advertising. Make sure your signage is good. Do joint promotions with other retailers, local chambers of commerce, local business associations. Together, you can often make your street a destination. Don’t forget about radio and television advertising as appropriate such as Cablevision and FIOS.
4.  Social media presence is essential for all businesses.
   Everyone needs on line presence. Even if you don’t sell on line, people research and want to find out about their suppliers. The internet is the way to do that. On line presence make you accessible. And, a good part of a winning marketing strategy is to make it easy for your customers. There are many social media outlets today- Facebook, Linked in, Instagram, Twitter, etc.  In addition to your own web site, be part of or link to related web sites and on line marketing sites  that might lead customers to you. Make sure your company, product and website are at the top of the search engines (search engine maximization). Even the local pizza parlor needs an on line presence. When people want to order pizza now they look at their I Phone or I Pad and search for parlors that deliver in their area.
5.  Make it convenient for the customers.
   Suit the hours of operation to the customers’ needs, not the operators. It’s a simple concept but so many stores ignore this basic premise. Your customers can’t come in to buy if you’re not open. Provide amenities. If parking is an issue around holiday time, provide valet service. If there is only paid parking for customers, provide reimbursements. Provide goodies (food) to make customers feel like they’re having a pleasant adventure- not just a shopping experience.
6.  Price appropriately.
   People like a bargain- discounts, etc.  One major retailer got rid of all coupons, lowered their prices. Business was way off. They then raised the prices and reinstituted coupons/discounts. Business went up!
7.  Be unique!
   Research your market. Know the customer needs. Adapt your products and services accordingly. Keep up with the trends. Provide unusual services, things to make people remember you and want to return.

 Marketing and sales are all about service and relationships.  Be creative , know your customer’s needs and respond to them and you will be able to withstand the challenges of your competitors.