I didn’t build a culture of service by myself

Good customer service depends on many factors. This column deals with the importance of partnerships.

Whether you are a franchise owner like me or an independent nature store, you need good partnerships to succeed.

The franchise system offers you internal structure and support. But it cannot do everything for you.

You still need a local market area support network that you will need to build. Everyone knows that nature store owners are often an army of one, or perhaps two if your spouse is involved. Therefore, you must rely on others to provide you with essential services through these partnerships. You cannot do it all yourself.

In my past life, I had a sales and marketing team that I could command. Today, I am that team. My most critical nature store partnerships are manufacturers and distributors of the products we sell.

They help me select and stock inventory that will add value for my customers and help me choose quality merchandise that will make quick turns.

My retail experience was negligible when I began. Besides the handholding that the franchise home office provided, I leaned heavily on manufacturers and distributors. Notable partners included Looker, Woodlink, Birds Choice, Alpen, Swarovski, Erva, Droll Yankee, Aspects, Wildlife Accessories, Tilley and distributors such as Gold Crest. The list is long and treasured.

I told each company when I established my account that I viewed them as a partner, not just a vendor. My inventory purchases were based on their recommendations.

Introducing Ideas

They were not simply supplying me with a list of the products they made or distributed but also sales experience, trends and target demographics.

Vendor partners supplied point-of-purchase materials and supporting materials and programs to help us sell. Hence, we helped each other. But there’s more to it.

Ever seeking the new, bold and hard-to-find product, I asked about ideas that are being developed into products. This enables me to stay on top of trends.

I tell them about customer needs and ideas, too. The Seed Hoop, introduced to the trade last year at Birdwatch America, was invented by Ann Pritt of Innovations America.

Ann is one of my local Wild Bird Center customers. She developed the idea, brought it to me. I helped her modify it and introduced her to the industry through Gold Crest’s Mel Toellner. Her success has been made possible through these partnerships.

Making Connections

During our local bird festivals and other nature-related events, I invite manufacturer representatives to exhibit with me. I ask them to make presentations in areas where they have particular expertise.

Clay Taylor, Swarovski Optik’s naturalist market manager, has led bird walks for me and has conducted digiscoping classes at our store.

Tim Gardner, Alpen Optics owner, has exhibited in our bird festival booth. Gardner and his vice president, Tony Proper, have visited our store and given an optics-selling seminar to my staff.

Such visits can enable you to increase your own expertise and awareness of the product line. You can see and handle all products in the field.

Selling products through the show can add to your revenue with inventory brought for the show. Afterward you keep unsold items if they are what your customers need or return any overstock.

Dan Bloedorn of Birds Choice and Mel Toellner of Gold Crest Distribution have been excellent partners, too. Both have expanded their own business through sales and acquisition of additional product lines. Companies like these offer you a broad selection and expertise that you can rely on to quickly sell products.

These upper-tier companies strive for high quality in their product lines and will work with you whenever you have an issue.

Rewarding customers

My customers know they can come back to my store and that I will stand behind any product that I sell. I tell my customers not to worry about contacting the manufacturer or distributor for warranty coverage or other customer service needs.

Come to me first. We will contact the manufacturer and make sure any needed action is taken. My partners stand behind the products that I buy from them. We have that partnering mentality.

Customers love our return call to retrieve the product we had repaired so that they can enjoy it again.

These partners have my purchasing loyalty, suggestions on new product ideas and feedback from customers.

I visit with each of my partners at Birdwatch America, the Atlanta Gift Mart and other trade shows. Attending seminars and workshops at these events enables me to exchange ideas with my partners. Reading trade publications, including Birding Business will help keep you fresh, too.

My customers are treated to a gala three times a year. One occasion is our annual store opening anniversary. Other events are planned in the spring and fall to reward customers for their business. We bring in refreshments and treats and put on a show for them. Our local community partners are invited to participate and exhibit with us. Two local Audubon chapters, a state Nature Conservancy chapter and a local U.S. Fish and Wildlife Service refuge are a few examples of partnerships that we have developed. We provide a table, chairs and tent for each group.

These events provide each group the opportunity to talk with customers, distribute information about their organization and solicit memberships. They enable us to thank customers for their business and local organizations for their support, too.

Ihave served on many of their boards, so they see me as a real person and a good corporate citizen. After a celebration, we send them a donation for their support.

Start strengthening your partnerships now, and make a New Year’s resolution to increase to ramp up your customer service.

Fenimore on Service

• Bring experts to your store.

• Use partners to identify trends and new products.

• Reward customers with special events, offers.