During This Week of Giving Thanks Remember the Power of a Thank You

This week I did business with two new places I'd never been before. One was a restaurant; the other a veterinarian. Both of these new businesses seem to be doing most everything right from a start up marketing perspective – good locations; clear street signage (that's how I found them); appropriate pricing; and the like.

However, both sorely disappointed me. Neither place of business greeted me when I walked in; in fact I stood there for a good two or three minutes in both cases without any eye contact or even a cursory 'be right with you' (not that either place was busy).

Worst of all was that neither said Thank You upon receiving payment. Neither! When will business owners understand that those two words are the most powerful Retention tool there is? Why is "You're all set," or worse, "Here you go" acceptable to say to someone who has just given you their hard-earned money?

The small business world is doing its part. Small Business Saturday is in its 6th year now carving out a space for small businesses to tell their stories and jump on to the marketing bandwagon that is making permanent and lasting change in consumers' minds. Now, it's the small businesses turn to show their appreciation for this national effort.

Studies show that:

-Service experience is a top factor when customers make a purchasing choice – not price
-1 of 3 consumers say they'd pay more for personalized service or help
-Service is the #1 way to avoid being show roomed during this most lucrative time of year
-Giant retailers don't know the names of their customers walking in the door, but YOU do (or should) – say Hello to them using their name with meaning & intention
-Customers who have a negative experience tell 12 people, those people go on to tell a total of 72 more. That's 84 folks who won't give you their money – make EVERY customer interaction count
-Hire then train the very best Brand Ambassadors you can. Reinforcing good service habits on a regular basis keeps your employees happy; therefore your customers.

So, I will still continue to seek out and do business with locally-owned businesses and I do strongly believe in #ShopSmall #ShopLocal, I just wish the business owners and their employees did their part to show appreciation for us that show them love when everyone else is at the mall.

Remember, a Thank You is the best free marketing I know of.

Happy Thanksgiving.

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Small Business Saturday

Now in its 6th year, Small Business Saturday (started by American Express) has sparked a social movement to #ShopSmall and #ShopLocal for the holiday season. In 2011 even the US Senate got on board to support the movement and now it is affecting real and lasting change on consumer shopping behavior.

Here are some highlights according to the Amex website:

• In 2012 73.9 million consumers shopped small on Black Friday and Small Business Saturday
• Nationwide, over 1450 Neighborhood Champions helped rally their communities
• Last year, it grew to a record high $14.3 billion spent at small business on that day

This year, it promises to break even more records as consumer awareness of the effects of keeping money in local communities continues to grow.

Consider this: According to the Institute for Local Self-Reliance for every $100 spent at a national chain store outlet in your neighborhood, $14 stays in the community; but that same $100 spent at a small business in your neighborhood contributes $48 to the community – that's a 71% increase and the difference can often mean the availability of funding for everything from the library to the parks to the schools in your community, and it has profound effects on employment, taxes and real estate values.

ShiftYourShopping.org (#ShiftYourShopping) is a national grassroots organization that 'encourages residents to take job creation and economic concerns into their own hands by strengthening their own local economies' and it provides forums with ideas and feedback for local business owners to share. Go there to get inspired for ideas to help your small business.

For even more resources to help you make the most of Small Business Saturday this year, check out AMIBA - the American Independent Business Alliance. Another nationwide supporter of local and independent businesses nationwide.

Then listen to this month's episode of Show Us Your Business, a podcast dedicated to all things small business, of which I am the co-creator and co-host along with Cliff Ennico. Have a listen at http://bit.ly/SUYBiz2 (you'll hear AMIBA's PSA too!), then tell us what you think.

This year, as you do your holiday shopping, remember that November 29th is Small Business Saturday and shifting as little as 10% of your spending to a local, small business can make a tremendous difference in your community.

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Randye Spina is Chief Solutions Officer of Affordable Marketing Solutions LLC, a small business marketing consultancy serving the needs of small and micro businesses nationwide.