Is My Business Competitive?

Focus on Your Strengths

Customers have many options, especially as more shoppers buy products online. But retail shops offer value that customers can’t get from the couch. “There’s no way we can fight the internet for customers,” said Mason Smith, manager of Archery Connection in Phenix City, Alabama. “Instead, we give them a personalized experience."

Smith tries to connect with every customer. “We talk to them and make sure they get what they’re looking for,” he said. He then takes that opportunity to assure customers his shop’s prices are competitive with those of online retailers and bigger stores, so there’s no need to leave and buy the product elsewhere.

After Hours Archery in Oskaloosa, Iowa, prides itself on being a family-owned business. Owner Jeff Greenhalgh runs the shop with his two sons. “We’re knowledgeable and we spend the time it takes to help educate the customer,” Greenhalgh said.

After Hours Archery is over 50 miles away from the nearest multi-chain retailer. Greenhalgh said customers have no problem traveling to his shop because of his reputation for service. “We get lots of customers through word-of-mouth who weren’t satisfied by big-box stores,” he said. “We then build relationships with the customers.”

Sell With Your Service Desk

Your shop’s customer service shouldn’t stop at the sale. Bow technicians play a huge role in giving shops a competitive edge. “People don’t have to get off the couch to order (a bow), but they have to bring it into a shop to get it worked on,” Greenhalgh said.

As a part of the purchase, After Hours Archery installs products it sells. “It’s going the extra mile on the service side of things to solidify the customer,” Greenhalgh said.

Archery Connection also provides setup services when customers buy products. “If you buy an arrow rest, we will install it and paper-tune your bow for free,” Smith said. “We won’t charge you for labor. It cuts down on our profits, but it’s better to sell product rather than not sell at all.”