Because I’ve read in the Sun Gazette that I have helped neighboring merchants make a success of their business, I thought it might be good to sum up what it is my seventy plus years in our bookstore have taught me. What pearls of wisdom can I share?
First thing that comes to mind is…you can fall asleep just about anywhere. When I was a little kid waiting for my parents to finish up on a late-night pre-Christmas sales day, I’d gather a bunch of our coats, shove the packing material out of the way and curl up on the back of the table that held up our plywood greeting card rack. When they would finally close up, they’d barely wake me to carry me to the bus to take me home.
Now, when late nights writing advertising materials have left me in danger of falling over at my desk, I sneak back to the extra bathroom we converted into a "break room" and curl up on the plywood and foam bench (?) and take a twenty minute "power nap," under a collection of coats.
Secondly, our business is our "party," not just for anniversaries or "First Fridays," but every day. Our customers are our welcome guests and we enjoy each other’s company. While we don’t like to hold anyone longer than they can stay, we share experiences, stories, sometimes sorrows and frequently laughs—just like a party at home.
Third, when I train staff to take specific requests, I tell them to take just an extra moment to find out how long it would take us to get the book we don’t have on our shelves. So we don’t say "We can order it for you," bringing to mind frustrating experiences our customers might have had with the chains or the Internet, we say, "it’s not here today but we can have it for you tomorrow (or in three days) (or occasionally, a week to ten days)."
Fourth, motherhood is a very good training ground for customer relations. When any of my ten kids had a need he or she couldn’t meet without help, I’d do everything I could to help. When our customers are buying a gift, we offer to gift wrap it for them free. If they can’t get in to the store, we deliver free to their home or to their friend’s home. If they need a special message written on the card, we not only help them choose the card but we help them choose the words they’re trying to say and write it on the card if they’re doing it all by phone. If shipping is needed, we take care of that too for only the cost of the postage or shippers’ fee.
Fifth, we know today more than ever, time is money and so we try to wait on customers within moments of their arrival at our counter. If we can’t get to them right away because of other customers ahead of them, we acknowledge their presence and tell them we’ll be right with them.
Sixth, when you’re selling books, it helps to read them. In choosing staff, we keep in mind which areas of our stock need an employee to become familiar with the books in it. We’ve often hired teachers or librarians to help us recommend books and we all read as much as our time allows. Most of my fellow downtown merchants do a pretty good job knowing what they sell, unlike the checkout counter mentality that pervades the strips and the malls. It’s rare to find someone that can help you make up your mind in those places.
Seventh, when someone rubs you the wrong way, give them the benefit of the doubt and don’t judge—you don’t know where their attitude is coming from. Don’t return criticism with criticism. If their opinion is really biased or unfair, in your opinion, don’t argue, just smile and tell them a little of the way you think. Then listen as long as you can…and smile.
Eighth, there is no job "beneath you." I remember when my Dad hired a man to clean out our basement after one of the floods and the man did a superior job, Dad not only praised him but he made a point of telling me that I should never think of any job well done as a lesser accomplishment. (We all share in the vacuuming, the window washing and the sidewalk sweeping.)
Ninth, remember the Downtown is our neighborhood. Share all the good things you know about your neighbors with anyone who asks. I don’t know where I read it, but in one of the travel books, I read the best way to find a good restaurant is to go into a bookstore and ask for their recommendations. You have no idea how true that is. We also direct people to the other unique shops in our neighborhood. If they come back to them at a later date, they might just stop back in to browse our books.
Tenth, set your hours by your customer’s clocks. And then, keep them! If many of your customers want to call in when they first get to their offices, be open early. If others can’t get to your shop until after their office closes, be open late. Our hours, based on our customers’ needs are 9 to 8 five days a week, Saturdays, 9 to 6 and Sundays, 1 to 4. We never, never close up early because "there’s nothing much doing!" We’ve trudged in by foot in 10 inch snow to answer phones and taken our brochures to the hotels where other people were snowed in, to invite them to walk the block or two for the diversion our business offers.
Eleventh, join any association or chamber that gives you an opportunity to follow your membership fee with ideas to help your business or those of your neighbors.
Twelfth, remember people in this community love their home town. In our business that insight inspires our huge selection of books of regional interest.
