Just finished Bill Bryson’s new book “In search of Little Dribbling” which is an update on his Notes from a Small Island. In it he travels around Britain looking at its unique character and observing the way things have changed since he arrived here in the 1970s.
One piece stood out. In Sheringham a new Tesco store had opened, but he went into an independent shop to buy something (happy to support local traders). After asking if the new Tesco had made much difference, the shopkeeper replied it had made things very difficult and thought that a lot of shops would have to close.
From the book (more or less):
Bryson {“That’s sad, but then again, your shop is kind of a dump, you didn’t say hello when I came in and you give every appearance of being a miserable old git.”
“You’re right. I really should try harder, shouldn’t I?”
“Much harder, but the sad thing is you won’t. You’ll just bitch away as if your failing business is everyone’s fault but your own”
“You are so right. Well, thank you for helping me to become a better shopkeeper and possibly a better person. I hope you’ll come again.”
Actually that exchange didn’t happen, he just handed me my change, without saying thank you or giving me the least reason to ever visit his shop again.}
There are several lessons:
Don’t play the victim, yes sometimes things go pear shaped and it really isn’t your fault, but as the saying goes, whilst there’s life there’s hope. Don’t complain; do something!
Avoid competition. A unique selling point (or unique value proposition) is a great buzz phrase, but do you really have one or do you just like to think you do. Clue: If you find yourself worried about the competition you don’t.
Be friendly, people buy from people.
Make it easy to buy from you, avoid complications. Run through the system yourself or (way better) get someone else to do it, and make sure they are happy to give it to you straight, don’t pick someone who will just tell you what you want to hear.