Local Smoke Shop Doesn’t Blow Smoke Up Your Pants

Meet Rick. I met Rick at the local smoke shop, aptly named “Smokes.” The first time I met him I knew I wanted to profile him on the Go Small Biz Blog. There’s something about Rick that makes people feel comfortable, an attitude of mellow attentiveness that really makes people come back. I did.

In this somewhat deflated economy, it’s important to highlight what is working for small businesses. Rick is working for Smokes. Since he has been working at Smokes, business has picked up 40%. Yesterday I visited with him at Smokes to find out what it is about him that makes people keep coming back and keep buying more. Here’s what he told me.

1. Blunt Honesty
A steady stream of customers came in while I was chatting with Rick, and I watched how he helped each one of them. He’s quick with his opinions and they are honest. One man asked to look at an item in the display case. Rick was happy to pull it out, but at the same time said, “That will fall apart on you right away. I would recommend this one,” pointing to a pricier model. The sheer matter-of-factness in his voice made it a no-brainer for the customer, who promptly followed Rick’s advice. Customers know Rick is honest, and are happy to follow his guidance, even if it means spending a few more dollars.

2. The Fuzzy Slipper Factor
People who walk into the store immediately feel comfortable. Even if Rick is helping someone else, he always greets any new person walking into the store and says he’ll help them soon. This may seem like a tiny detail, but how many times have you walked into a store only to be ignored by the salespeople, who are either helping other people or chatting amongst themselves? When Rick is helping you, even if there are other customers in the store, you never feel like he’s in a hurry or you are wasting his time. I call this the fuzzy slipper factor. Rick makes customers feel as comfortable as if they were wearing fuzzy slippers.

3. Informed Opinions
Everyone has an opinion, and many opinionated people can be difficult to listen to, but not Rick. Rick doesn’t just have opinions, he has informed opinions. He proudly pulled out a 2-foot tall water blue platic water pipe and told me that it had been broken. He pulled tried fixing it and pulling it apart with every tool at his disposal, including a hacksaw. But, being an educated microscope engineer, Rick finally figured it out. Rick likes to figure things out, which means that when he offers you an opinion, it’s usually the result of some personal experience or research. Despite the name of the shop, Rick doesn’t blow smoke up your you-know-what!

4. Don’t Sell the Unwilling Customer
The store recently started carrying electric cigarettes, which deliver nicotine through water vapor instead of smoke. Some people love the idea and some people hate it. Many a wife has sent her husband down to see Rick about getting electric cigarettes, mostly because the wives can’t stand the smell of cigarettes. The wives love the idea of an electric cigarette that has odorless water vapor instead of smoke. The hubbies are not so thrilled. One showed up in the store with a chip on his shoulder and the attitude, “OK, educate me!” Rick said he attempted to discuss the product with the man for a few minutes before moving on. No point in selling the unwilling customer. As a person who admits he’s “basically lazy,” Rick doesn’t expend effort that goes nowhere.

5. Help People
This is the biggie. Rick says that in every job he’s ever worked he has always been able to help people–a lot! When people show up to Smokes, he definitely has a friendly helpful attitude, whether they want an opinion on cigars or they want to buy a 2-foot water pipe. Rick may be an employee at Smokes, but he acts like he owns the joint with his level of caring. What’s the point? If you’re going to be in the store anyway, go ahead and care about the people who walk in. Don’t fake it till you make it, be for real. Don’t just be in your business to make a buck. Make a difference if you can.

Meeting Rick is kind of one of those “you had to be there” things.  I can write a bunch of stuff about him, but I can’t really transmit that special something about Rick through words. You have to meet him. Or maybe you don’t. You have probably met the equivalent of Rick somewhere along the way.

The question is, how can you put more “Rick” into your small business to make it friendlier, more comfortable, more honest, and more attractive?

Tags: management, sales, small business, smoke shop