the character of the American west: stories, landscape, lifestyle

Dear local business owner:

I am trying to do right for my local economy and neighbors by spending more of my retail dollars locally. But you are making it difficult. I hear you complaining at the local chamber of commerce about how tough business is in this economy, but I wonder if you have any idea how much harder you are making it for yourself. Here’s 7 reasons why you are losing money, at least from me:

1. You don’t have a Facebook page or website When I google your business, it’s bad if the first thing that comes up is one of those fake phonebook aggregator sites. If I can’t find you at the top of the list, I figure you aren’t in the game. I don’t trust the aggregator data, I can’t be bothered to pull out the paper phonebook our rural phone company still delivers and I’m going to shop somewhere else.
2. Your email box is full (and you don’t know it) because you are a) technically inept or b) have gone on vacation and don’t check your emails while you are gone. Amazon will probably beat your price every time, and have my stuff here in two days. The only advantages you have to get my dollars are convenience and service. A bounced email communicates a clear message, and not the one you want to send.
3. Your voicemail box is full (and you don’t know it) Actually, I believe that you do and you don’t want any more business.
4. You don’t return phone calls if I manage to leave a message Because my business isn’t worth your time? Because you are too busy? Because you are too disorganized? Actually I don’t care why. I’m all about me, at least where my money is concerned. Want some of it? Call me back.
5. You don’t answer your phone Ever. I’d rather talk to a real person than a voicemail recording.
6. You don’t follow up when you say you will I get discouraged. I find another solution. My conclusion, in the absence of your response, is that you just don’t want to work that hard for my business.
7. Your shop is closed even when you said you’d be there. It’s hard to add money into your cash register that way.

There’s a curious phrase that Utahns often end conversations with: “‘preciate ya!” Here’s a news bulletin: when your actions don’t match the words, it’s the actions (or lack thereof) that count. Every time. So I’d be happy to show my appreciation by opening my wallet, if you’ll do the same by acting like you really appreciate my business.