Small Talk

June 28, 2010 »

Putting The Special In Specialty

This weekend, my wife and I stopped in to see our friend Brad at his family’s cheese shop.  From the minute we walked in to the store, we could tell that we were in for a treat.  There were dozens of unique cheeses, countless jams and oils, olives, chocolates, nuts and crackers – what an amazing place!  They even had bread that was flown in from Paris – all here in a sleepy little Boston suburb shop.

While the store was remarkable in many ways, what really stood out for me was the way Brad treated us – and it wasn’t just because we knew him – this is how he runs and grows his business.  He treats all customers this way. 

Within minutes, we had samples of Gouda in hand, insights into what made certain cheeses great, and some background into the family dynamics in the shop itself.  We felt like we were insiders, and walked out enthusiastic to share news with others of this fantastic little family-owned cheese shop.  Kind of like I’m doing right now.

Does anyone talk about the service at their mass market grocery store?  Probably not.  And why would you?  Chances are, it’s nothing beyond the ordinary, nothing unique, nothing special.  Mass retailers support the masses and sell on price and selection – and that works for a lot of people - but those stores can’t offer the hard-to-find items, the kind of stuff that makes an impression, and keeps you coming back.

The same logic holds true for most service industries, in both the B2B and the B2C space.  In our world, it’s the big, general service advertising agencies that do general work vs. little guys like us who do custom work for a select blend of clients.  What we do is not for everyone, and that’s ok.

It’s the specialty shops that can be special, and actually live up to their name.  Yes, the selection of goods may be a bit more limited, but it’s the quality and the exquisite service that keeps people coming back – and spreading the word.

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