We have been discussing the key drivers for why people shop where they do (service, selection, convenience, price/value and experience/relationship), our value propositions and the "Hometown Advantage".  That is, the value our individual businesses provide our customers and the advantage that we, as a local business alliance, could have over Internet-based or big chain businesses. A key part of our individual and collective advantage is in our ability to build authentic, genuine relationships with members of our community.  We have very special and unique relationships with our customers and other members of the local community. 

Customers of a local, independent business may be pre-disposed to shop at other local, indie businesses. My customers have already chosen to do business with my local, indie business.  They might also like your local, indie business more than a big box chain or the Internet.  Marketing through our genuine relationships to customers who we know are doing business with a local, indie business should increase our sales by leveraging our unique "Hometown Advantage". The foundation of this relationship/alliance marketing is the knowledge and trust we have with each other.  We must: 

Step 1: Be aware of what our other members' businesses have to uniquely offer.  What is it that will entice someone to visit another member's business? For instance, I’ve heard of and participated in several conversations in which a friend’s referral created an awareness of or sale to a Hometown business: Frozen croissants at the Milk Pail (identified by Gary Entwistle); Sandwiches at the Willows Market (identified by Clark Kepler); Pleasant and calming neighborhood atmosphere at Café Zoe with Internet access (identified by Jeff Chow)

Step 2: When we refer people to another business, we must feel comfortable that the other business will provide them a great experience.  When I refer a customer to another business I want to add value to my relationship with my customer.  The last thing that I want to do is jeopardize my relationship with my valued customer by having them have a less-than-stellar experience at a business that I referred them to.

Step 3: Be willing and look for opportunities to refer our valued customers to other member businesses.

Step 4: For the business receiving the referral….make sure the customer has a great experience, build a personal relationship with our new customer and keep them coming back.  A referral can get a customer to come through our door once.  It is our individual business' job to make them a return-customer.  

Step 5: For the business receiving the referral….return the favor and make referral to other member businesses.

In our March 5th meeting, we will discuss our plans for a HTP forum to take Step 1 -- to build our awareness of other members' businesses.  We think this should be an exciting and productive event and look forward to sharing our concept with you. Members participation in this process is really essential so please mark your calendar and join us. And, as always, you’re welcome to bring a guest.