I notice one of two reactions when somebody brings up The UPS Store, first, they equate us to FedEx Kinko`s as in "I`ve never used a UPS store on a regular basis, but in a previous business I used to go to a Fedex Kinkos once a day." or two, they equate us with UPS, our parent company. These reactions reinforce what we as store owners struggle with daily and that is brand identity. In other words, we still feel like the public at large doesn`t really know who we are and what we do.
I think that is your biggest barrier. I`ll give you the persepective of a potential customer in business. For someone who`s rushing to the nearest shipping anything, including the post office, to be able to drop off any orders or communications to a trusted party as quickly as possible, the highest priority is proximity. I`m sure you`ve already covered a good location for your UPS store, but many people will go to a Mailboxes Etc. or a mom-and-pop shipping store where UPS is also offered if it`s closer.
I`m not sure if you`re already doing this but the three things you should emphasize to become distinct are to a) Do local-level advertising to break the Kinko`s misconception and differentiate from other shipping stores b) offer small businesses a standing account if they have significant shipping volume and c) offer some kind of efficient pickup tracking. I`m sure you`ve heard your fair share of complaints from both business and residential customers about having to wait anywhere from 10 to 4 for just one pickup.
"Forget inspirational quotes to keep you going. If by doing what you do, you get an hour every day to relax, be with the ones you love in comfort without doing wrong, then it is all worth it." -Anon.