Why Shop Small?

 Why shop small?

It’s a serious question. One that, as a small business owner, matters very much to my success, even my survival. Why should people shop small? Why should people walk into your store? Why should they visit your restaurant? Why should they choose you, or me, over Amazon or Walmart or Chili’s or McDonalds? 

Give me one good reason why customers should choose you and I don’t want to hear the tired cliches about how buying small helps an entrepreneur pay their mortgage while buying big helps some fat cat CEO buy another ski chalet. I am a consumer. None of that matters to me. What matters to me is price. Well, not really price but value. All other things being equal, price is the deciding factor so I guess that means small businesses should probably shut down because we’ll never be able to compete against the big boys. Right?

Probably true, but the good thing is that we don’t have to compete against the big boys, we can easily be better instead of equal. But we do have to work. Being small and opening your doors isn’t enough. We need to each find our edge. We need to find what Warren Buffett (no little guy) calls a durable competitive advantage. I believe as small business owners, there are a few easy ways to do this.

Be nice to your customers. My wife and I walked into a small shop in Charleston, South Carolina yesterday. The shop sold crystals and the like and had a yoga studio attached. A very nice, and inviting space. There was a clerk behind the counter. We said hello, she said nothing. Others walked in, carrying yoga mats and dressed for yoga. She was all smiles and hellos for these folks. They were people she knew.

Our daughter is a collector of crystals and although she wasn’t with us, souvenirs are a regular part of travel and I would have liked to have bought her something from this store, but alas, we bought nothing. The clerk finally did acknowledge us but it was only to let us know from across the room that we had to leave because the class was going to start and she had to lock the door since there would be no one to keep an eye on the place.

The clerk did inform us that she had called the owner, but the owner wasn’t around and so she had to ask us to leave. We were welcome to come back and spend our money when the owner deigned to show up. This wouldn’t have irked me so much if she had acknowledged us in the first place. The clerk may not have thought about her actions or maybe didn’t care, but she was rude to us and that is why zero of my souvenir budget will be spent at that particular shop. If she had been nice to us from the moment we walked in and walked over and explained the situation instead of calling across the store that we had to leave, we may have returned and spent some money with her. But no, she doesn’t deserve my hard-earned.

The sad thing is that the clerk doesn’t care or even know why the way she treated us will echo in her career, too. I will never spend my money there. I would never recommend this establishment. I would discourage people from visiting this establishment. I may even go so far as to recommend other places where the same goods may be acquired along with service and a smile.

Acknowledge your customers. Maybe this point should have come first but I want you to be nice. Don’t acknowledge a visitor just to turn them off with a scowl.  Be nice and acknowledge your customer. Say hello when they walk in. let them know you’re nearby and happy (not just available or willing) to answer any questions your customers may have. After all, if I want to be ignored, I can go to Target.

Anyone who knows me knows I am a bookworm. I found a lovely bookstore and went inside. The clerk behind the counter, who maybe was the owner, raised her head from what she was doing, looked at us and only said hello after we did. We wandered through the store without a word from her. I love books and I love buying books from small places but I walked out empty handed.

Contrast this to my favorite bookstore in West Yellowstone, Montana. I walk in and someone says hi. Employees roaming through the store offer assistance. The cashier makes small talk. I never leave that place without a book or three.

We walked through the market in Charleston and got both kinds of treatment. There were some vendors who made eye contact and smiled and bragged about their goods like proud grandparents. Others sat behind their tables and mumbled prices or said nothing at all, treating potential customers like an inconvenience.

Know your stuff. One of the greatest things about shopping small is getting to speak to someone who really knows their stuff. I don’t just want to know what the product is. I want to know its provenance. I want the person behind the counter in the small store to come out from behind the counter and tell me why I should spend more at her store than I would have to at a big box retailer.

We walked into a jewelry store a while later and the clerk took the time to tell us that all the pieces were handmade by the artist who owned the store and that she only made a couple of each piece. This immediately made the products more desirable and made price less of an objection. She asked us where we  were from and it turned out she was about to jump on a plane that very evening and head toward our part of the world. She also took the time to tell us about some other unique places we can visit and told us about a great restaurant we could go to for lunch.

She earned my business. Big Time!

So be an entrepreneur. Set up your business. Stock it, market the hell out of it and sell! But do the little things that are going to give you an advantage. Most people are price sensitive, but many of them will make price a secondary consideration for the right product, and maybe more importantly, the right experience and the right person. Be the right person and provide that experience to all your customers all the time. It costs you nothing, but will pay off handsomely.

Adolfo Jimenez is a small business owner and writer living in South Florida with his family. He is the author of The Successful Vendor, a guide to succeeding in the competitive world of small-scale retail.

The New Guy

On Thanksgiving day 2019, I left my house, planning to go to the grocery store. We have a tradition in my house. My wife will always forget at least one ingredient for the feast and I will brave the wilds of the local Winn-Dixie to procure said ingredient.

As I went into the front yard, my daughter in tow, I saw a little dog in my yard. Alone. Long story short, we rescued him, tried to find the owner and couldn't so now he is part of the family. He was sick and underweight when we found him. He seems to have been abused and is suffering from trauma around food and being crowded. Sudden moves will startle him. The people who owned him were bastards. It's taken time and treasure, but Maximus Achilles Jimenez is close to being a normal dog. He's still a jerk sometimes, but so is everyone else.

Then, last Saturday, I got the news that a new dog was coming to join the family. His name is Mason. He is a Golden Retriever mix and outweighs Max the chiweenie by about 40 pounds. Max is under five pounds. Not a fair fight. Still, Max is pretty fearless and stands his ground, even if Mason swats him around like a rubber ball, in a friendly, brotherly way but still... it has to be hard on the little guy's ego.

These dogs are a distraction. They are a severe pain in the ass. And, please don't tell them, I love them very much.

Life is better with a dog. Of this, there is no doubt. I am actually allergic to dogs, but it's worth it. The happiness outweighs the itchiness. I can scratch.

The challenge for me is fitting the extra responsibility in with my work. I work at home and I need something near silence. It's hard to get that when I have two yelping madmen losing their minds every time a cat, duck, squirrel or pedestrian dares to walk past my house.

It's only been a few days so we're all getting used to a new routine. Soon, we'll be all right and when we are,  the fun will really start.



Adolfo Jimenez is an author, poet, and blogger. He has published eight books. He lives in Hollywood, Florida with his family.  He published four books in 2019, which you can find here.

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Listening

I love books. Even before I realized I wanted to be a writer, I was always a reader. I have owned, lost, and donated thousands of books. I have borrowed and lent books. I have read books and I have listened to books. Books have made me laugh, made me cry, and pissed me off. Many have put me to sleep and many have kept me up.

I read every morning and every night. Sometimes, if my schedule permits, I read in between those times. I also listen to audio books. I don't spend hours on news, TV, radio, or print. I get the headlines, read a couple of stories that interest me, and I move on. I don't need or want that kind of negativity in my life!

I work from home so I no longer have a commute, unless you count the ten steps from my bedroom to my office. So, I listen to books while I walk my dog. I get through an extra book every week or two this way. I also listen in the shower, and when I'm alone doing things at home. Why waste the time when I can spend it absorbing some of the great art in the world?

But today, when I was walking Max, I felt an urge to shut off my book, remove my earbuds, and listen to the world. There was so much to hear. There were so many sounds of life happening all around me, not far from where I sleep at night. I heard stories and I heard voices and I felt life.

So don't be afraid to turn off the radio or the TV and just listen. The world has secrets to tell you.




Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida with his family.  He has published eight books, which you can find here. 

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The Importance of Having a Dog

I love my dog. His name is Baxter. He's a good boy, yes he is. Sorry. I get carried away. Baxter is a silky terrier. He's a happy hyper little guy and he's a great source of exercise. I walk him in the morning and in the evening. It's good for him and it's good for me.

My doctor told me a couple of years ago that I'm allergic to dogs but Baxter was already in my life and he wasn't going anywhere. You never leave a man behind. It's funny because I would never call myself an animal lover. But I do love this little dog of mine,

I didn't write this to encourage people to adopt dogs although it's a nice thing to do. The point is that it's good to get out and do something distracting now and then. I take about 60-90 minutes a day to walk with my buddy. It's time well spent. I walk, which is healthy, and I listen to audiobooks on my iPhone, which is increasing my skills, my knowledge, and my value.

All because of this little dog, who by the way is a crimefighter. He goes out at night and defends Gotham City from the forces of evil. Oops! I wasn't supposed to tell you that. Pretend you didn't hear me!


Adolfo Jimenez is an executive coach, entrepreneur, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron

You can find him on Instagram and LinkedIn