The Shoe’s Path is a shoe sales and repair shop in a small town. The shop has been in business for over 25 years. The staff consists of the owner, Betty, and three other employees. The inventory in the store consists of specially made shoes that are not easily found at shops in the area. Betty used a local newspaper to advertise, and relied on the foot traffic and the small paper to market the business. The business had begun to flourish and unexpectedly, there was a significant drop in sales. What would Betty do?
The Shoe’s Path downturn in sales is not unusual in today’s market. For one thing the consumer nowadays is much more sophisticated than they used to be. Before the modern consumer even leaves the house they have spent time on the internet comparison shopping so they know the market for the item they are seeking to purchase. Everyone loves getting the most bang for their buck.
One of Betty’s employees, Lulu, came in and mentioned that she had done some shopping last night. Betty inquired with Lulu about having the time to shop with such a busy schedule. Lulu told Betty that the shopping she had done was all done on the Internet. This sparked Betty’s interest. After a few more minutes of conversation, LuLu informed Betty that she should look into creating an Internet presence as a way to improve sales and increase business. Betty had never seriously considered it. She was not the most computer savvy-person in the world. She felt as though the Web was intimidating and she did not have the know-how to create a website.
With Lulu’s help, Betty found the solution to her problem in a school that would teach her the internet ropes and thereby, hopefully, improve her business. She called them up and signed up for classes in e-commerce and internet marketing. These courses could be taken in her own time at her own pace – important for a busy shop owner.
Before she was even through with her classes, Betty started putting her new knowledge to work. She found out that her shop sold shoes that were available nowhere else in town. The repair services for these shoes were basically nonexistent. The Shoe’s Path developed a website to publicize itself and what it had to offer.
It did not take long for business to pick up for Betty. Betty marketed as the only local shop to sell the product she offered. Sales suddenly jumped by 80%. She was also able to open an online store and sell her products over the Web to distant customers. Betty had found a way to increase her sales.
The Shoe’s Path example will fit other businesses. Any business person seeking ways to increase sales should take heed. The internet provides a business exposure like no other marketing means. It allows a brand to be noticed by a wide range of potential clients and customers.
There are many companies today specializing in internet training and most of them have classes for the rankest beginners. An owner is able to determine the requirements of his business and produce the desired results. The solution may be an upgrade to an existing website, a new one or the better utilization of social media. Whatever they want to do, there is a place for them to learn how to do it and make it happen. Customers will more easily find the business and discover the products and services that the business can offer them.
Business owners, large and small, that are looking for a way to increase sales should follow the example of Betty and The Shoe’s Path. The Internet is a worldwide tool and can be the key to business success for many. Any skill level can acquire the know-how it takes and begin to make business boom.
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