I know of a town in which there are five hardware stores.
Competition is keen. Customers come primarily from the
countryside which surrounds the community.

I entered one some time back. Call it Joe's Hardware.
I was looking for a filter for my heating system. But couldn't
find one. And no clerk was close by.

I leaned inside the office door and asked of three men, "Can
you help?"

An older man, just about to settle into a chair,
straightened quickly, moved toward me, smiled, and said, "Sure
thing." The two younger men in the room never looked up.

The old man had looked tired as he was sitting down. I kind
of wanted to apologize for interrupting him. Yet he eagerly
went out of his way to be sure I found what I wanted.

He spent some 15 minutes with me. I bought a heater filter
and three night lights. Total paid? $12.47. The man didn't
make wages.

But it was this old man who had built this store to be the
choice of most. For forty years, he had the most complete stock
in town. He either beat the competition or matched them. And
any problems were quickly resolved with a great smile. He was
always ready to take yet another step on behalf of a customer.

He had passed the store on to his sons, when I last visited.
The two younger men who had not looked up when I asked for help.
Prices are higher. Service and support are way down. Nobody
any longer recommends Joe's Hardware. Although most still think
well of Joe.

He built his business with great service and support. His
sons are allowing it to perish for they have more important
things to do then hustle a $12 sale.

In all, emulate this remarkable man, Joe. Provide
outstanding service and support. Without it, your business will
perish.

About the Author
Bob McElwain For ANSWERS, click
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