Have you ever walked into any of your area’s local businesses and felt like you were in the right place? You just walked in and felt comfortable and at home? You’ve probably experienced what I’m talking about. Some people call it cultural alignment, some people call it familiarity. Whatever you call it, it’s one of the things that brings people in the door of a business, and if they have a good experience, it makes them want to return again and again. But it’s bigger than just walking in and making a purchase and taking it home. It’s about being part of a community. People understand that a business has to bring in customers and transactions to stay in business. But for a local business, it’s more than that. Most people want to do business in their own neighborhoods because they know that small businesses are what keep communities thriving. They want to know the names of the people who are providing the products and services that make their daily lives better. They want a more personal connection than they can get from the big profit-driven corporation. The Omaha Business Directory lists those businesses, but how do you know which one you should choose? Everyone has their own criteria for what’s important, but here are a few things that surveys have found that consumers use to decide when choosing between businesses, and you may feel the same way.
Is the business on social media? Are they posting about stuff that matters to you? Are they engaging with their customers? If the answer is no, then you may decide that you aren’t going to feel a particular connection with the business or the people running it. In fact, a study by Harris Poll found that 83% of consumers are more likely to engage with a brand that shares their values. People can usually tell when someone is not authentic or only wants to make a buck. The businesses that do care about their customers and their community, on the other hand, will find it easy to get good engagement because they are seen more as neighbors than as a profit motive.
- Employee Knowledge. Are the employees knowledgeable about the products they’re selling? I’m sure you’ve seen both sides of this coin. I know I have. There are stores where the employees not only know nothing about the products or how the business operates, they don’t care to learn or even find out. They would rather be somewhere else, and it shows. But there are those businesses where the employees know what they are talking about, because they truly care. They want to help. Not because it’s their job, but because they know they can solve a problem for you by directing you to the right product or service. They believe in what they are doing, and it shows. They may not know everything, but they will make an effort to find out if they don’t. The difference between the two kinds of businesses can be like night and day. They are the businesses I tell other people about, and you probably do, too. In fact, according to a study by the National Retail Federation, 70% of customers prefer to shop from businesses with knowledgeable employees. So how do I know if a business has knowledgeable employees? Well, I always ask questions. Are they confident in their answers? If they don’t know, can they find out? Do they seem to genuinely care about the products they’re selling? If the answer is no, then I know I’m not going to get the service I need.
- Community Engagement. A lot of people tend to downplay the importance of community engagement. Many people do the majority of their business with the large corporate-driven brands. But community engagement is more important than you might think. When a business engages with its community, it can build trust, increase visibility, and drive customer loyalty. According to a study by the National Trust, businesses that engage with their community see a 22% increase in customer loyalty. I’ll play devil’s advocate for a minute and say that I understand that running a small business can be very time and labor intensive. A lot of business owners just need to take a break, and the majority have earned it. But most small business owners who I’ve known care about their community because they have such a strong connection to it. Their customers are not just customers, they are neighbors, and friends. They are the people who will ask about your children, and who care about how things are going for you, because they truly care.
- Personalized Service Finally, there’s personalized service. When I’m shopping at a local business, I want to feel like I’m more
than just a customer. I want to feel like I’m a person, not just a transaction. And when a business provides personalized service, I feel seen and heard. I mean, think about it – when you’re walking down the street and you see a business with an employee who’s just phoning it in, it’s a huge turn-off. But when an employee is genuinely invested in your experience, it’s like a breath of fresh air. And you know what? I’ve found that when I’m shopping at a local business with personalized service, I’m more likely to return and recommend the business to others. In fact, according to a study by the Direct Marketing Association, 75% of customers prefer to do business with companies that offer personalized service. So how do I know if a business has a personalized service? Well, I always look for little things – do they know my name? Do they remember my preferences? Are they genuinely interested in helping me? If the answer is no, then I know I’m not going to get the service I need.
The feeling of comfort and familiarity when doing business locally goes beyond mere transactions; it’s about building relationships and supporting the community. The connection you form with small businesses can enhance your daily life in ways that large corporations often cannot replicate. As you explore the Omaha Business Directory, remember that every choice you make supports not just a business but also the very essence of your neighborhood. Reflect on what matters most to you in a business relationship, and let that guide your decisions. Together, we can ensure our local communities continue to flourish.
