Hardware Retailing

OCT 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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Page 63 of 120

October 2017 | HARDWARE RETAILING 59 They may not be necessary forever. DeShong anticipates there will be plenty of long-term work for his business consultant at the new location, but he is waiting to see what that looks like. "In the future, we will need to evaluate his usefulness for the company, just like any other aspect of our business." They are specialists or jacks-of-all-trades. DeShong's business consultant helped develop the strategic plan to present to the real estate agent and the building owner. Now that the lease is signed, the consultant developed a marketing plan for the new location and helped launch a new website in just a few months. They can position your business. "The strategic plan was useful with the real estate agent and the building owner for the second location. They wanted someone with a track record, and they were impressed by our outline of how we planned to improve on our business model for this new store." They can offer an outsider's perspective. "He told us that even though we know so much about our store and what we offer our customers, that doesn't mean we should assume our customers know what we know. Hearing that made us realize that we don't do enough to sell everything we know and do." Find a consultant who gets stuff done. "When our consultant came back with our strategic plan outlined, he told us 'I'm going to be a partner in your business who doesn't wait on any customers. I will be able to get stuff done for you because I'm not going to be distracted by the store itself.'" They can focus on what you've been meaning to get to. "Our business consultant asked why we hadn't finished our new website. I told him it's because we didn't have time to write the content or get the photos, and he got right to work to put content together for us."

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