There’s a lot of marketing lessons that even big corporations can learn from successful local business. Take for instance our local pharmacist, there are 8 pharmacies on our high street, all within easy walking distance of each other. Which one do you shop from?

My wife is very clear, there’s only one pharmacy that goes the extra mile for her and they get all our business (diapers, shaving cream, asprin, everything). It’s not just her either, most of the couples we know use this particular pharmacy – what’s their secret?

Easy. The owner took the time to understand what his clients really needed. He over delivers on those few points and ignores everything else.

He worked out that his customers largely have infants or young children, they need small quantities of the same type of item frequently. They have alot of trouble coming out, and don’t have time to wait in a queue. Plus, he noticed the buying is predominantly done by the lady of the house.

In response he decided to do the following:

1. Over serving: For all the mums in the area, make home deliveries, irrespective of the size of the order.
2. Over serving: Always ensure that stocks of diapers & baby milk powder are available (even if all the other chemsits don’t have stock, he does)
3. Under serving: No discounting, no credit. Other chemists will do this, but he knows it’s not the deciding factor for his clients so he doesn’t take the trouble.

Presto, he has loyal fans. My wife won’t let me buy from anyone else.