Spring 2019 Hardlines Strategies

OPERATIONS

What Your Customers Want Learn How Your Store Can Become a Consumer Destination

He built a 14-step “Destination Business” process, which he’s used all over the country. To date, he’s interviewed more than 10,000 independent business owners. He now offers a 2.5-day class, Destination BootCamp, that teaches business owners his full process. Learn more at DestinationBootCamp.com. Below, Schallert offers a few tips on how to make your business stand out from the rest. Be Different Schallert emphasizes that, while many independent home improvement retailers offer similar products and categories, each one should strive for a way to stand out. “You need to carve out a unique product selection, service or delivery system,” he says. “Explain to people what your business is that no one else’s is.” He says retailers shouldn’t be afraid to show off what they do exceptionally well. “Take those components and magnify them. Push them front and center.” start his own business, teaching retailers how to turn their stores into consumer destinations. A fter 10 years working with greeting card company Hallmark Cards, Jon Schallert left to

wants one specific tool to solve their problem,” he says. “You might think they want the lowest prices, but they want a good value for the product they’re getting, and might be willing to pay more for it.” This philosophy carries to other facets of the business, such as store services and even the hours the store is open. “I’ve had retailers say they open their doors at 7:30 a.m. and there are people waiting for them to open,” he says. “I tell them that that means they should be opening earlier.” Know Your Competitors A big-box store or an online business might be able to offer lower prices or more products, he says. But there are other factors for independent home improvement retailers to consider. If a customer thinks a product is too expensive, remind them of the services they also get by purchasing from your business, he says. Let them know how you stand behind your product, or that you’ll go out of your way to deliver to them at a time of their convenience. He says he’s talked to retailers who have told them interesting facts about their businesses that they aren’t sharing with their customers, but they should. “One retailer told me, ‘My staff has more than

200 years of experience between the seven of us,’” he says. “I asked him, ‘Why aren’t you marketing that to your customers?’ He didn’t realize how that experience differentiated his business from others, and that he could capitalize on that fact.” Expect the Unexpected Several years ago, Schallert spoke with the owner of a hardware store in Mississippi who had a large selection of old-time cooking equipment. “He had butter churns and old iron pans, skillets and pots,” he says. “Those who are interested need to know where to find these products. No matter how narrow the category, you should get your story out to people around the country and the world. Then you can sell these items online.” You may become known for products you never would have guessed would be popular, but as an independent home improvement retailer, you have control over what you sell, Schallert says. You can pick and choose the items you want to offer. He also suggests retailers try manufacturing or branding their own products, or selling unique products from local vendors. “Become your own manufacturer,” Schallert says. “It can make you stand out from the crowd.”

Meeting a Need Instead of trying to be “best” at

everything, Schallert suggests retailers ask their customers what they’re looking for. “Maybe you think you need a great product selection, but the customer just

10 Spring 2019 • Hardlines Strategies