Capital campaigns for non-profits usually center around new buildings and major projects – but one of the arts groups I support just announced a multi-million dollar fundraiser with the theme “people first.” This is a good reminder for us as shopkeepers that although merchandise, promotions and profits matter, the most important element of running a successful small business is the people.

It may surprise you to learn that the first person you need to give priority to is yourself. My son’s dog Wallace is known to be “food motivated,” which dictates the best way to get him to do something.  How about you – what do you think is the best thing about owning a shop? Is it getting to surround yourself with the goods you love, or being a leader of a team? Does helping customers excite you? How important is profitability?

Your happiness as a shopkeeper depends on getting some satisfaction from whatever is most important to you. If you’re a people person, for example, you won’t want to set up a structure that has you sitting behind a computer screen all day. If making money is your main motivation, you might need professional advisors to help guide you to finish each year in the black.

The next most important set of people in your business is your employees. Staff satisfaction does not just come from a good salary and benefits, although these are important. Have you established a daily routine with variety, and meaningful tasks? Do your employees feel engaged, and appreciated?  It always makes me happy when a shopper complements us on our customer service, because I know that employees who enjoy their work are more motivated to be welcoming.

Customers remember how they were treated. Some come in regularly, so we have many opportunities to make them feel valued, and others may visit our shop only once. In both cases it is essential to greet them, offer assistance, complete their purchase efficiently, and thank them sincerely.  We try to do that even if they don’t make a purchase, because hopefully they’’ll be back – or talk about their positive experience.

Once you acknowledge that people are the means through which your business can succeed, there are many areas where small improvements can bring positive results. Grab a cup of tea or coffee, and see what ideas come to mind for your shop.

Happy retailing, 

Carol “Orange” Schroeder