Are your connecting with or, unwittingly, alienating clients?

It is a rainy, chilly night on the Rhode Island coast. After a crazy week that included whirlwind travel to the jewelry industry's biggest trade shows in Las Vegas, and a lot of work on a fab new promo kit for Tomgirl Tours, I'm reaaaaaally happy for an excuse to be tucked into my cozy Victorian house in Westerly for the night. Seeing as I find cooking a great way to relax, I went to the grocery a few hours ago to get all the ingredients for my favorite Greek feast (for those New Yorkers out there: yes, you can take the girl out of Astoria, but you can't take the Astoria out of the girl... even if she has to make due with sub-par Feta. Sigh...)

Anyway, after hitting my favorite market, I realized the only missing element for a proper rainy-night feast at home was a good bottle of wine. Now, if you don't know Westerly, RI, here's the scoop: there are two really good wine shops in town. One is right on the commercial strip and very convenient to the food markets. The other closer to downtown and a bit out of the way from the groceries. Tonight, as every night when I want a good bottle... despite rain, being tired, and having a stir-crazy restless puppy in the backseat, I drove right past that "convenient" store and drove a few miles out of the way to Dick's World of Wines. Why? Well, while the other store has a great (perhaps superior) selection of domestic and international wines, I haven't set foot in there since last October. See, in October, 2008, I was preparing a special birthday dinner for a friend and needed the perfect bottle of wine. So, on that afternoon, after a looong walk on the beach with Mia, I stopped at said wine shop to find a great red to match my (if I do say: AMAZING) seafood risotto. And my experience is what has lead me to Dick's, even if out of the way, ever since.

On that October afternoon, I wandered the wine shop, (props to them for this:) an employee

 approached me and asked if he could help me find the perfect wine. As a luxury publicist (at the time, editor), I was impressed by the service and told him exactly what I was preparing for dinner, and that I was specifically looking for a red that would match. It was at this point that I felt/saw the "once over". You know: the judgement that too many purveyors of higher-end goods and services make. So, he led me to a (actually) great and very affordable French red. However, as he recommended it, he said: "This is the only one in this price range (under $15) I'd recommend." Um. Okay. At NO point did I say that something OVER $15 would break my budget. In fact, we never discussed my budget whatsoever. He made a foolish snap judgement based on my appearance. It is the biggest mistake any upscale business can make

So, that was it for me. Actually, it was a very special dinner for a very special person in my life. Granted, the wine ended up being fantastic but I would have spent much, much more than $14.99 for a bottle. But I would have felt a whole lot better had some liquor store employee not insulted me in the process. Not that I'm a gazillionaire who wants to spend hundreds of dollars on a bottle of wine, but the statement by this person was clearly a condescending judgement based on my appearance.

After 3 miles on the beach, I didn't look the part; but THAT is the point. Luxury customers--especially in this day and age, don't necessarily "look" the part. We shouldn't NEED to. Perhaps he would have kicked himself had he seen me leave the store and climb into my late-model Saab. Yes, the wine was great but, really, I don't need for a wine shop worker to pass judgement on me. And I have NO intention of dressing up in order to be treated properly in a LIQUOR store. Hello? Welcome to the 21st Century, folks.

Bottom line: since October, I've probably bought a lot of wine. But, since that date, I haven't been back to that shop. As such, they've lost a whole lot of sales. If I went back and mentioned this experience to that particular employee, he'd probably be shocked... as this is a shop that clearly focuses on customer service.

My point? Even if you are approaching and believe you are connecting with clients... are you really? Or are you, even then, making judgements that leads to a loss of sales? Indies can NOT afford to make this mistake. So, as a sip a glass of nice red (purchased at Dick's) and finish preparing my Greek feast, I wonder how many other customers for wine, and who knows how many other products and services, have had similar experiences...

Business and Pleasure

As I wrote in an earlier post, Westerly hosted the Virtu Arts Festival this weekend. The town has been abuzz for two days with a general upbeat mood. This afternoon I soaked it in during a walk downtown. So, what a disappointment to see some of my favorite shops (and my fav little coffeehouse) closed! True, many are mom and pop operations that generally do not open on Sundays (or Sunday afternoons). But on the start of the season? AND one of the town's biggest tourist attractions? Really? It made me think of how many small businesses--not only in my town, but everywhere--are hurting in this economy, yet missing opportunities. The we've-never-done-it-before-why-should-we-do-it-now attitude is a recipe for disaster. I see it when meeting with clients who are toying with the idea of public relations for the first time, yet are afraid to step out of their comfort zones. As Thomas Edison said: "Opportunity is missed by most people because it is dressed in overalls and looks like work." Business growth--especially small business and even more, upscale business--takes work and creative thinking. Those Westerly shops that remained shuttered practiced neither, and missed not only business today, but also the chance to make an impression on many who are in town for the next three months.

Meanwhile, on a MUCH more fun note, many of the stores that were open wisely took advantage of the foot-traffic and held sidewalk sales. You never know when someone will make an impulse purchase. As proof, I offer myself. Out for a walk, with no intention to buy anything, walked past Spangles, across from the train station. I can't say I've particularly noticed the shop before. Today, however, they had a selection of jewelry and handbags on a small table outside. As soon as I stopped to have a look, a friendly salesperson came out to greet me. I couldn't tear my eyes off of one handbag. Noticing I had my hands full with Mia (who was tugging on her leash in her unending quest to make new friends), the salesperson (I regret I didn't get her name; she was lovely) told me the price and handed me the bag. I had to have it, so she invited me (and Mia) into the store. 

So, here's my new bag (awful photo). 

I'm usually not a fan of pink, but balanced with the beige satin and the Asian fabric, I'm loving it. Add the bamboo handles and it is perfect for the summer season's feminine fashions. My only problem is the bow... it's a bit much. I'm thinking I'll remove it and fasten a fun brooch in that spot. Because, style and fashion--like business--requires creative thinking.

Artsy Weekend Ahead

I had a little, unofficial, sneak peak at some of the Virtu Arts Festival exhibitors this evening as my lab, Mia, and I wandered around Wilcox Park on this, the start of the Memorial Day weekend. And I was impressed. I missed the festival last year--my first Memorial Day here in Westerly, R.I. And, admittedly, the then-jaded-New-Yorker in me expected kitschy artwork. So, as I said hello to artists setting up their tents around the park today, I was pleasantly surprised. I saw quality painting and pottery, some fun impulse-buy jewelry, and gorgeous photography... this from just a handful of the 100+ exhibiting at the festival tomorrow and Sunday.

Living in an arts-oriented community with amazing beaches has great advantages. One of them being quiet coffeehouses, restaurants and events (and pristine beaches that I feel like are mine alone) in the off season. But, while I don't always love the traffic and crowded stores that come with this official start of "the" season, the energy of the summer-time can't be beat. And this weekend's festival downtown only amplifies it. So, if you're in the area, or looking for a day trip this weekend (the Amtrak station is within walking distance of the park, festival, and fabulous downtown restaurants, and there are several trains daily along the Boston-New York corridor), check it out. For more details, click here.