Forums: Discussions for entrepreneurs and small business.

Hi,

So you may be wondering why I named the topic that? Well, it`s because starting a retail business can be like the job you perform in the day to day in the military.

They have methodical approach to any given situation and try to follow a set of rules for approach, engagement, and yes, sometimes retreat. When a G.I. is not able to follow the methodical approach, improvisation is a must. The traits you see in a lot of military personnel are also the traits you see in a great leader.

We`ll use an acronym for building a business. S.A.L.E.S.

Search for information about the business you want to start.
Approach any suppliers who may help you in your endeavors.
Learn who your customers are.
Educate customers about your merchandise or services.
Supply the customers with the merchandise or service your customer needs.

Searching for information is one of the most time consuming parts of building a business. You`ve got to research pricing, competition, and who your initial target market is. The search process is a never ending battle. As Forrest Gump once said, "Life is like a box full of chocolates, you never know which one you will get." You`ve got to search the box for the ones you want.

Approaching suppliers can be difficult as well sometimes. You may get lucky and find that right supplier right off the bat. Sometimes you won`t. You have to filter through the junk suppliers and find the golden ones. You can do it. Remember, finding a supplier is like hiring an employee to watch over your money. You have the final say in the decision of using that person. If one supplier doesn`t work out, don`t be afraid to look somewhere else.

Now, you`ve got to learn who your customers are. This is easier said than done. I provide military clothing, equipment, and accessories through my retail business. I thought, at first, my primary market would be the generic soldier. Boy, I was wrong. Although I do sale to a large audience of military personnel, my primary market is the civilian, ages 28-39, looking to address the styles of their wardrobe with an average income range. You`ve got to find out who you are selling to.

Educating your customers about your merchandise and/or services is one of the most important steps to take in business. A lot of times, you will run across people who are knowledgeable about your products or service and know why they are purchasing from you. You`ve got to educate the ones who don`t know why they should purchase from you. Separate yourself from your competition. And you will have competition. If you are like me and sell a fairly specialized product, you`ve got to let the customer know the specifics of your products and what all they can be used for. When I worked for a Land Surveying firm while building my business, I asked for a contract to supply the stake bags to my employer. I sold him on the idea of the a military duffle bag being able to hold at least one bundle of stakes while providing the most comfortable transportation method for the stakes for the worker. Believe me, if you`ve ever carried a bundle of 50 wooden stakes (each 2 1/2` long) over a distance of 3-4 miles, you`d know why comfort would be a selling point.

Supplying the customer with his or her needs may mean you have to adapt in business. Will you be able to meet the demands of your potential customer? Can you overcome any obstacle which stands in your way? Can you adapt your salesmanship to the given sale? Can you improvise to meet and exceed your customer`s expectations?

I know that I lean towards the retail end of business in this post but you can apply all of this to a service industry as well. If you offer a janitorial service, you`ll have to find the suppliers of your paper towels as well.

I work with an ecommerce business who specializes in helping business minded people gain a presence on the internet. Since I`m former military, most times the ones who are either active military, inactive, or retired usually approach me. I`m not the smartest fellow in the world but do follow through to the best of my ability.

You`ve got to learn your objectives. You`ve got to engage your customer. Think of it as one big military campaign. Then you can set up your sub-goals much easier.

Dan

Sounds like your on the right track. Good Luck!

 

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Jamie Dufrene
Rajin Enterprises
http://www.jceconsulting.net/

Oh, do you sell back to the Government?

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Jamie Dufrene
Rajin Enterprises
http://www.jceconsulting.net/

Hi Rajin,

I started the processes through the GSA to sell to the government but saw all of the policies and dictations they can throw at you from the left so pretty much left that alone for the time being.

I do sell to the individual soldiers to help supply where the military leaves off. The funds which they use are the clothing allowances they are given and out of pocket for issue or non-issue gear.

It`s amazing but some GI`s have told us that we have lower prices than the commissary even without the tax break.

But in reality, I know we offer prices on merchandise which is lower than some of our competitors and higher than some. You can`t get the best price all of the time. Where we stand apart is our knowledge of the service, our customer service, and very timely shipping. We get our products shipped out in a New York minute and make sure they are sincerely happy.

Another thing which makes our customers appreciate us is, although we are a retail business, we have a NO-SPAM policy. You know how if you purchase from a retailer once, they`ll fill up your inbox for the rest of your life? We don`t do that. You have to pretty much kick us in the back end to send out our sales newsletters. We understand what a turn off SPAM is.

My motto has always been: do what you love and love what you do. I have such a passion for this, it`s hard for me to know when to say when. With a personal business, you`ve got to be able to walk away after hours to have some "me" time. But most times, I`m looking at the website trying to figure out how to make it better. I look to see what I can change, what I can offer, what I can discontinue, all of it.

But with constant expansion and other work duties, it`s hard to just put it down.

Later!

Dan

Sounds good. FYI - I`m a Contracting Officer for the Air Force, so if you need help with dealing with the Military acquisition offices let me know.

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Jamie Dufrene
Rajin Enterprises
http://www.jceconsulting.net/

Hi Rajin,

I just may do that. I`ve been meaning to follow up on it and had been getting all of those pretty little certificates the GSA gives you when you take one of their courses of learning.

PM me with any details you might be able to help me with. I really appreciate any help with that since there are so many rules and regs that it`s enough to make your head spin.

Good thing I shave my head or I would have pulled it all out by now.

Later!

Dan

Hi Sammy,
I`m afraid I`ve put the GSA experience to the side for right now due to pursuing the opening of other businesses online. Things have already been rocking and when I get the chance to open a new division, I tend to jump in with both feet. Unfortunately, I don`t check to see if it`s water or quicksand sometimes so run my risks just like everyone else.

Price gouging has become a problem from the vendors that I`ve seen. Be it through the front end (actual retail price) or the backend (shipping and handling prices), we`ve seen a lot of merchants begin to pad their shipping costs to offer a lower price than the competition. It looks good at first but then you have that padded shipping cost to eat up any markup they may have lost. Since there are shipping policies in place which states the GSA can adjust your shipping amount to a "reasonable" amount, I would imagine you have seen your fair share as well. It happens primarily in the ebay marketplace that I`ve seen.

Oh yeah Sammy. OOOOOOOORRRRRRRAAAAAAHHHHHHH Devildog!

I was with Security Forces in the Corps. We had our fun and I enjoyed it immensely. Unfortunately, the knees, back, and neck would prevent me from doing what I used to. Getting too old for the excitement I guess.

Later!

Dan

wartimethings.com, for those of us in your position, there are always these new virtual cool video games to relive the experience! oooorah indeed...

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