It is sometimes easy to think that businesses in a small town may have more to learn from large corporations than the other way around. Perhaps that used to be the case, but not anymore.
Thanks to technology that allows their customers to be more connected to each other, large companies are learning to behave the way small town businesses always have: knowing their customers personally and responding to their needs.
In smaller communities, “word of mouth” advertising has always been a mainstay of a successful business. Now, with the rise of review sites like Yelp, Trip Advisor and Urban Spoon, consumers have even more ways to talk about their experiences with a business or product. It is in a business’ best interest to check these sites for feedback and be ready to engage with customers online.
Every day in Summerland, members of the community give personal referrals that will translate into another sale for a local business. Maybe you have a suggestion of a menu item at a local restaurant, a recommendation of where to get your hair cut, where to get your car or your roof fixed, or a not-to-be-missed exhibit at an art studio.
All of these are examples of how each of us contributes to what author Becky McCray (Small Town Rules) calls “a connected economy.” It is this connected economy that small towns have been championing for generations, and which large corporations are now trying to emulate.
Now, imagine you are planning a holiday. Think about how you might use online recommendations, relying on the community of people who have gone before you and who have kindly posted advice or suggestions based on their experiences. Visitors to Summerland will be looking for the same kinds of recommendations when they come to town.
Surveys show that someone who has received bad service will tell twice as many people as they would if they received good service.
So the next time you receive great service from a local shop, or have been impressed by the product of a local manufacturer, make a conscious decision to contribute to our connected economy and go ahead and brag. Tell your friends. Tell your neighbours. If you use customer review websites, blaze a trail for new residents or visitors to Summerland with your recommendations. It will make that business owner feel great, and it could very well lead to important extra sales.
If you really want to bang the drum for your favourite business, call the Chamber Office and ask to be on the mailing list to receive a nomination form for the annual Business Awards.
As Stuart McLean (Vinyl Café) says: “We may not be big, but we’re small.” Suddenly, being small is more important than ever before. The more of us who choose to champion our local businesses, the stronger the ties in our connected economy.
We always appreciate your feedback. Please contact me at president@summerlandchamber.com or Christine Petkau at manager@summerlandchamber.com.
Arlene Fenrich is president of the Summerland Chamber of Economic Development and Tourism. All of the members of the board of directors serve as volunteers.
