Instead, I think it is a designation of honor. I think of a business owner that can take the time to give a customer individual attention. I think of a business that can tailor the product and service offerings to the customers in the area. (As compared to a chain or mass merchant that has the same at every store)

I think of a business where the person working there can make a decision instead of looking in some rule book or citing some company policy.

That being said, I continue to see way too many independent businesses that fail to take advantage of the opportunities before them. Allow me to share a personal experience from the past month.

We decided to replace an appliance in our home. We went to the locally owned business and found three salespeople standing behind the counter. One spoke and came and gave what was polite but not memorable sales help.

We looked at a second appliance and decided to purchase it as well. We looked at, but did not purchase a third and fourth appliance.

The installation had a challenge in that one of the items was dented. The first words from the installer was, "I can give you a discount to take it".

He was disappointed when I said I would rather have the item without the dents.

Our second trip to the store resulted in another purchase and an installation that went without incident.

To this date, no one has called to ask how the installations went. No one has asked how we liked what we bought. No one called to follow up on the other items we looked at in their store.

Speaking with the head of one of the appliance associations last month, I was told of how bad business was for those that are still in business.

Anyone surprised that I think I know what a lot of the problem is? This is only one example. I see this in many businesses - both product and service. And the independent business wants to tell me they give great service? The independent business wants to tell me they are different from the chain or box store?

Perhaps someone thinks I am too demanding. If the independent wants to stand out, where are they going to do it? It better not be with a lower price! It needs to begin with how we take care of our customers; how we follow up; and how we ask for repeat business and for referrals.

If we are going to celebrate March 29, let's give the customer a good reason to celebrate it.

$$$$$$

e-ret@iler conversations conference calls

We are back on schedule for March. The e-ret@iler conversations conference call is going to be Tuesday, March 15 (Is that beware the Ides of March?) We start at 8:00pm eastern time and are generally lasting one hour.

For March, I am preparing material based upon experiences like the one I have just mentioned. I will not be challenging you to step out of the box. I will challenge you to forget the box ever existed. I will challenge you to have some radical thoughts about how and why you advertise.

E-ret@iler conversations conference calls

You can celebrate St. Patrick's Day this month. Everyone can be an honorary Irishman. You can also celebrate March 20 being the first day of spring. After the rough winter that many of us have had, the start of spring is a good reason to call your customers in for a visit.