It's The Little Things That Are Remembered!/Courtesy of Freaksanon via flickr
Back to Small Business Learning Center
Making Allies of Your Customers, Vendors, and Community
By: Michael Gerber
Courtesy Of: E-Myth
10. Jun. 2008
Dinner among the two-by-fours
A local lumber company has been in business for nearly a century. Considering that fewer than half of all businesses survive their first four years, this is a matter of special pride. At their entrance is a huge cross-section of a redwood tree, adorned with tabs marking significant historical events, including: "Birth of George Washington," "Declaration of Independence," "Gold discovered in California," and, approaching the bark: "We opened."
Inside the foyer you're again reminded of the company's, uh, roots. Brochures tell their story. The walls display photos of the founders, the original location, and the successive general managers. You see how the company has matured with the community.
The company calls itself "the place where contractors shop," and they make the point with an exclusive contractors' entrance, preferred "in-yard" parking, a fully staffed contractors' counter (with space to spread out plans), a shelf of code books, computer terminals for estimating bids, and specialists available for all trades.
Of course, none of this would be worth a bag of 10-penny nails without the commitment to make it work.
One such example is the monthly after-hours employee "university," where pizza's served, overtime is paid, and training is provided to staff on the fine points of selling products that meet contractors' needs.
Another demonstration of the company's commitment is its "Contractors' Appreciation Night." No hot dog and balloon affair, this is an annual feast for the company's most favored customers, vendors, and all employees. The main lumber shed is transformed into a banquet hall with white-linen tables, votive candles, china, and silver settings. The catering staff stands at attention near the plywood bins. The General Manager offers a warm welcome and a simple thank-you for the past year's loyalty - an elegant reminder that this night, and always, they're here to serve.
What People Are Saying
Leave a Comment