Have Ma and Pa Stores Lost It?

SoapBox Rants

By Pamela Bratcher-McMillan

President, Chair & CEO, of PETAL et al.

Communities are facing some hard times all around, and as consumers we’ve been confronted with a lot of unrealistic pricing from getting a car serviced to getting dental work done.  It’s kind of scary how during hard times businesses are trying to find creative ways (in their favor) to mark everything up so they can stay afloat but have total disregard for the consumer.

Frankly, it’s a little unsettling when a dentist is trying to do a full scan of your head to take a look at your teeth. By the way, they say you should only do this every five years due to the high dose of radiation you come in contact with. And unless it’s absolutely necessary, why not wait.

By the way, they own that expensive x-ray until your insurance covers another one so make sure it’s a dentist you want to work with. If you have them send it to another dental office, they might not like it. Wow! And don’t you wonder about what happened to that simple x-ray to check your bite wings and between the teeth? Now these heavy duty machines take x-rays that bring up stuff that could have gone undetected for years. Not sure if that is always a good thing. I detect an anxiousness to go drilling where maybe it’s too soon for that type of work.

I watched one dentist pace back and forth in frustration when a man turned him down for the higher end x-ray.  As for doctors, it seems that when you hit a certain age, they want to give you pills and medication for everything and run tests for the slightest of events. Guess what, it’s hard for a lot of people out here. And the last thing they need is unneeded medication ruining their system. I remember a doctor saying once, ‘If you want to stay well, stay out of the doctor’s office.’ There may be something to that, “but in an emergency you got to do what you got to do.”

As for the car mechanics, yeah more people are riding bikes, watching YouTube videos and doing it themselves or having the guy that fixes cars in his backyard do his fixes. What do you expect when people walk in a nice empty garage of a once flourishing business and decide the few that they now get have to make up for the ones that no longer come? Your prices are too high! Maybe you should focus on developing a community where people would want to fill up your garage. You could offer some weekly specials or give away free coffee and donuts when it is cold. People like to feel good when they spend their money. Remember, it’s the business owner that the people support, not the business; so be nice, not greedy. Your customers will appreciate it when you recognize that they are probably having hard times, too. Keeping this up (being greedy without your customer in mind) would only drive customers to the big companies that aren’t really hurting during the recession because they can offer better deals. Community is the key.

Grocery store owners and restaurant owners, same thing…take a note from Treasure Island and Whole Foods that create an atmosphere of community. Their prices are high on some items, but they give away samples in the store and Whole Food’s employees are outstanding in the area of customer service. I have never been to a friendlier grocery store. They even offer free Wi-Fi and seating areas. I’ve been to several meetings (unrelated to the store) there. Restaurateurs, if you have an average space (especially one that doesn’t offer free hi-speed Wi-Fi, you are doomed in the young people market. Panera Bread, I-Hop and many other restaurants and bars offer free Wi-Fi – so get with the program. They also have specials.

It’s a recession! Build a community of people that want to hang out in your spot. More than likely they will keep getting up to buy something if they are working. It’s similar to constantly visiting the refrigerator when you work at home. I hate to even think about how much I spend at Panera Bread when I am camped out there working on special projects. I never feel bad because most of the time they have nice, courteous employees and the bread is good and tasty.

Also, neighborhood clothing stores should remember that ‘you‘re in the neighborhood.’ Don’t get mad if someone can purchase the same garment you sell for half price somewhere else. Maybe you should reconsider what you are selling or create stock that coincides with what the community is interested in purchasing. What do you have to offer to those people who are spending money with you?

Barber shops seem to be doing okay, but if your hair salon is closing down, maybe you’d better consider women are going to start doing their own hair at home if you don’t have an ambience or some type of special. Either they’ll love to hang out in there or love the deal(s). Check the internet. Many loyal customers are being baited with a lot of “freemium’s” – free stuff that makes one feel so good that they want to buy other stuff because of your business’ generosity.

The bottom line is: Keep in mind that when you are thinking about how hard it is for you to run a business, also think about how hard it may be for someone to meet your prices or want to, as well as what makes your place such an enjoyable experience that they would want to spend with you and don’t feel that they’re just another dollar for you to hold on to your business.

Remember, we’re all in this thing together!

Pamela Bratcher-McMillan is a technology Expert and President, Chair & CEO, of PETAL et al. She is also a weekly columnist for CopyLine Magazine