Welcome to the “5 Biggest Farm Shop Mistakes” from the rural business blog with me, Catherine Jarvis Clothier (The Online Presence Specialist).
This month we’ll be looking at the 5 biggest “farm shop” mistakes I see on my travels as a rural business consultant. Better yet, you’ll get a chance to avoid ever making these farm shop mistakes with your own business. Let’s get started.
1. Ugly Awning Disease
First impressions really count these days – they can make or break a sale. Nothing quite says “I don’t care” like a post-apocalyptic shop front.
“Ugly awning disease” is rampant throughout small towns and villages in the countryside. I see it all the time – unrecognisable awning that is hanging on by a thread, (or twine, or cable tie). Sun-bleached, shredded and holier than the Gospel.
Sometimes these things are so gradual, they pass us by. Decor is a job that regularly falls to the bottom of our priorities. If you have walk-in visitors, it should be at the top of your list.
How your shop front looks on the outside, speaks volumes about how the business is run on the inside. Ugly awning disease subconsciously tells your foot traffic not to bother. It implies there’s nothing enticing on offer. “Walk on by.“
If you don’t respect your own shop front, why should your customers?
Is it worth their hard earned cash? These are the subconscious messages that ping through the human brain faster than the speed of light. The choice not to buy can be made in seconds. That means losing money as a business.
Flip this problem on its head – remove the awning entirely or, if it really matters to you – invest in a new one. Oh, and clean the windows while you’re there.
A clean, colourful awning is a pretty and inviting addition to any village enterprise. Make sure it’s at the top of your to-do list this summer to make the most of passing trade.
2. Expecting managers to work miracles
When I say “farm shop” I am loosely referring to all genres of rural brick and mortar businesses.
It could be a pub, butchers, garden centre, veterinary surgery, antiques store and so on. Whatever the business, oftentimes the manager turnover is high, because business owners expect them to work miracles.
What do I mean by miracles? In general managers are trained in just that – managing. They are not business analysts or consultants.
They may well keep the shop ticking over, staff trained and facilitate excellent customer service. However, much of what they do will be based on the business model that’s given to them.
A new manager does not guarantee a social media mastermind, profitability guru or the next Richard Branson. That’s the business owner’s responsibility.
If you’re employing a new manager every 12-18 months to carry out the role of a business specialist, you’re barking up the wrong tree. It will only end in tears. Perhaps you have already been through a number of managers only to find they fell short of your expectations. If so, I am here to help you.
Ask me how I can help your shop.
3. Getting out of the wrong side of the bed
I recently met up with a friend who described a local tradesperson in their town as “curmudgeonly at best”. (A brilliantly articulate phrase that I shall never forget).
According to her, the whole town was well aware of his demeanour and “put up with it” for the sake of some fresh produce within walking distance. And to think, he could triple his turnover just for smiling. I digress.
Customer service is mandatory for a successful rural business, so don’t forget about the importance of demeanour and personal presentation.
If you are getting out of bed on the wrong side each morning, your customers are going to notice. In many cases they never return. We have all ghosted a business at some point for this kind of faux pas.
- Make an effort to greet all customers who walk through the door.
- Smile and offer your assistance
- Feature a plate of free samples on Saturday mornings to encourage buyers
4. Untrained shop staff
Again this often falls into the remit of managers who are doing their best with limited freedom or an outdated business model. Shop staff and managers all need unparalleled training in the produce so they can inform customer purchases.
Beers, wines and fruit are common Kentish produce. It’s so much nicer when food and drink come from retailers where you can hear the story “from seed to plate”.
- When was the last time staff were able to relay the story of your produce?
- Do you hold regular “taste and train” events for your staff?
- How could the story of your produce be promoted online?
Impress your customers
Nothing says “these people are experts” like an educated shop assistant who can tell you all about produce. Take Cider for example – where the apples are grown, how the cider is made, brewing duration, and taste contribute towards informed purchases.
The finer details pull on the heart strings of any buyer. #ShopLocal hashtags on social media platforms have hundreds of thousands of contributions. It’s fashionable and emotive.
People really care about their High-street shops, but it’s not their responsibility to keep lazy businesses afloat. Make sure your staff know what they’re selling, and the buying will come much more easily.
5. Boring social media
Social media and online presence is what connects all great shops to their community, and the wider public.
There’s no escaping it. The internet and online presence are here to stay. Without a good website (and one or two carefully thought out social media platforms), many businesses become stagnant or lose local awareness. For many it means going bust.
Boring social media is the biggest blunder in online presence. Oftentimes it’s accidental; the “poster” feels unsure about when to post or what will get people’s attention. It’s a stab in the dark. Post and pray.
A few pictures of products or “updates” about what you have been doing in the shop are all well and good – but they don’t get the pitter-patter of feet through shop doors. You have to make sure you customers get to see informative, entertaining or unusual content. If your posts don’t fit in these categories, it could easily repel new custom. Eek!
- Aim to be funny. Have fun with it!
- Post selfies of your shop staff and let customers know how talented they are
- Promote deals and highlight unique produce
- Avoid irrelevant content that does not relate directly to your shop, values or produce.
- Post funny or informative videos. These nearly always perform better than a photograph or infographic.
About the Author
Catherine Jarvis Clothier is a digital marketer and online presence consultant living and working in Kent, UK. She has worked in unusual UK businesses for over 10 years across the South of England, particularly in automotive and therapy-based enterprises. Catherine specialises in social media, SEO and web design. She can be contacted here for online business consultations.
