Consider these points I’ve learned from owning a successful Deli for decades. I’ve posted this before but lately I’m getting the consensus that it needs to be read again, especially by would-be start-ups.

        What’s key is detecting trends and what customers want now and what they are leaning towards next, then getting there first and doing it the best and the NICEST. Teaching customers about what you sell and why its the best. If you don’t tell them THEY WON’T KNOW any better, unfortunately. Finding and implimenting ways to differentiat yourself is key, as well as promoting and of course teaching. Asking questions about them and what they want instead of trampling over them trying to sell your procuct and/or your angle. Nobody cares about you. Without them you’re shit, and all your strategies don’t matter when you are preaching to an empty hockey rink singing endless love to no one. Knowing your competion is also King. Don’t copy them, just know whats there. Be the fastest, the nicest, the cleanest, the most honest, and the best tasting. Make sure you are sensitive to your public at all times. Bad economy…lower your price points. Shop for better buys. The profit is in your buy not the sale, and every sale isn’t ten bucks, its however many times you see them a week. A customer is worth thousands, not tens. Don’t forget this!. Work on lower margins and keep price points low to gain market share and more volume and wait for your competitors to fold…all the while being nice and always always remembering that its about them. Them always, and never ever you. Oh, and you’d better freaking LOVE what you do, too because your customers will see right through your sorry ass. If you don’t love making deals, love kissing ass, love being the best, love staying up way way way past business hours and even a normal bed time and you don’t have your business on your mind….Good Night Irene. There’s just too much competition out there and everybody thinks they can do everything. You a Florist? You can go ANYWHERE and get flowers. You a sandwich maker? You can go to ANY gas station or convenience store and get one. Are they better than you? Probably not…..but customers are lazier every day and don’t know that you’re better and there are just too many other places out there that water down your customer base. Thats where teaching comes in. While you have your customer in your store, in your presence or wherever, you’d better be taking full advantage of it and by the time they walk out, if they aren’t saying, ‘WOW, This place freaking rocks!” and you don’t have their email and have your website in site, and a menu in their hand, You’re done. If your front door is getting smaller because of layoffs, economy and the whole nine yards….go where the money is. Use your back door. The money is always somewhere. If you’re a deli…go after the schools. If you’re a florist…get the graveyard business too. If you’re a car dealer…go after the municipal fleets. If you’re a sign company sells signs for sponsoring holes at outings. Most important….you’d better love what you do. Oh, forgot to suggest to people to cross promote the crap out of everything. This is old news. Been doing it way before Twitter, and Facebook and all the other social media sites that won’t matter if you suck. Also, whenever or however possible…re-visit your customers where THEY are to make sure things are good and to say hello to whoever has replaced them within the last few years…which is VERY likely. I’ve blabbed too much…gotta stoke the fire and kiss my awsome wife……………good luck

Gerald Daniele bunkyd@verizon.net  Owner The Great Wazu E. Hanover, NJ

@TheGreatWazu Twitter