The big idea at Franklin Street Relics in Natchez, MS, was to get more customers.
The owner has 84 vendors, and they all discussed it among themselves. And they got stuck on how much it would cost. They’d have to do more advertising! And expand their ad region, which means more money. No one knew how to do digital advertising, so they either had to learn that, or hire a firm — more money.
The better questions here are:
- What is delaying taking action costing us?
- What does continued disengagement cost?
- What does losing one more entrepreneur in town cost?
But the owner saw the opportunity for a small step she could take.
She noticed that the coffee shop across the street opened at 8 am on Saturday, and they were always crowded. How could she attract some of that crowd?
She visited with the coffee shop owners and simply asked, “If I’m open, would you mind telling customers we are open?” That’s a small step, and she adjusted her hours to coincide with the opening of the coffee shop. And all the vendors promoted the new hours within their circle of influence (at no cost).
Now she opens at 8:30 am on Saturday, and it has brought more people to her store, increased her sales, and added more liveliness as people linger downtown and explore more of what Natchez has to offer.
Takeaways:
Look for ways to collaborate with other businesses.
- Use small steps.
- Don’t be afraid to ask. Nothing ventured, nothing gained.
- You are not just one store in town. You are a part of the places that can create experiences, excitement, and participation.
Because the owner focused on the next small step, her conversations focused on finding resources rather than objections. That is the difference between a scarcity conversation and a possibility conversation.
