April 2021 - 41

POHMER ON
and behaviors can provide you with a tremendous
advantage in planning to provide and address their needs.
What's important to them needs to be important to you!!
Your Advantage
So, what's your competitive advantage - those things
that make you unique and compelling to your customer,
enticing them to come to you rather than one of your
competitors? What gets those 'newbies,' those 16 million
new pandemic-era customers that found us last year back
into your store on a regular basis this year? Many of your
big-box competitors have really amped up their game,
especially with their growers taking over the responsibilities
for product selection, inventory management flow and
timing, display and product maintenance.
As a rule, you and most of your competitors have all
focused and executed well on the traditional four P's of
marketing - product, place, price and promotion. So, what
can set you apart from the rest of the pack?
I believe that your advantage comes from these intangibles:
* People. Today's consumer wants to be treated as an
individual; personalization is a key driver to building
loyalty. Everyone on your team that interfaces with your
customers can have more of an impact on your brand
image with the consumer than your products can. Your
employees can truly make a major difference!
* Pride. People like to shop where employees feel good
about where they work and the company they work for,
who believe in the products they sell, and the value of
the customers they serve.
* Passion. Of all the industries I've been involved with
over the years, the people in our industry exemplify
the love and passion they have for the products they
deal with and the industry they're involved in; they
realize that they are blessed to work in one with nature
and understanding that our products can truly make a
positive difference in people's lives and lifestyles. Our
challenge and opportunity is to share with and convey
our passion to our customers. What a differentiator this
could be for you!
It's possible that your competitors might be able to be
in the game with you on the traditional four P's. But it's
doubtful that they'll be able to match your success if you
put your focus on the other three P's of people, pride, and
passion, which all directly deliver on your customer needs
and expectations, and enhance their overall experience.
So, what's your recipe for success? In addition to
your unique capabilities of agility, responsiveness, and
adaptability, add people, pride, and passion to create the
secret sauce that will set you apart from the pack and truly
make a difference for your customers!
Stan Pohmer is president of Pohmer Consulting Group in
Minnetonka, Minnesota. He can be reached at spohmer@
pohmer-consulting.com or 612.605.8799.
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April 2021

Table of Contents for the Digital Edition of April 2021
