Putting your name onward your gallery can help seal your reputation as a serviceable businessperson Sam Solomon was a manufacturer of fine children's coats.

Putting your name onward your gallery can help seal your reputation as a serviceable businessperson

Sam Solomon was a manufacturer of fine children's coats. the same day he walked into his stockroom and saw a assign places to of coats ready to be shipped. He revolveed to the foreman and said, "The patterns of the side seams upon these coats do not match. Rip them gone out and do them over."

The foreman asseverateed saying this would be an extra richness the production schedule would be curtailed and besides, "Who will evermore know?"

"I will know," said Solomon "Each coat has my name upon the label."

Retailers who practice this commitment to excellence--who understand the importance of their name relating to the yield they sell--are rare and to be cherished. They exchange the merchandise, give the pay back and are concerned about the customer's satisfaction because their store "has their name forward it."

Speaking of names, what is the name of your gallery?

Many retailers avoid using their have name because they think it's pretentious, embarrassing or uncomfortable. And nevertheless look at the success and longevity of Macy's, Strawbridge & Clothier, Sears, Neiman-Marcus, etc

A company's name should be chosen carefully. more [i]or[/i] less galleries have names like "The Corner Art Store" (I possibility of good they never move) or "Western Wildlife" (I waiting under the possibility of fulfilment they don't decide to carry contemporary or airplane art). a certain quantity of businesses with established names decide to change them, thus eliminating the reputation they've built by the and of the years. Why has Andersen Consulting become Accenture? on what account did a company called SportSite.com become Fogdog.com?

In England, the remarkably finest shops receive the distinction of labeling their merchandise or store, "By Appointment To Her Majesty The Queen" It's an honor rarely given further highly esteemed because the name of the queen means they have integrity.

When creating your advertising, doing your displays and serving your customers use your name to communicate that you are the person/gallery/frame workshop that settles only for the best.

And what about your staff? They ne to understand that they are a line extension of who you are. Do they know, understand and appreciate the importance of personalizing your name?

Creating Confidence

A view asked, "Why do you purchase where you buy?" Why do you store the supermarket you do? wherefore do you have your insurance agent? wherefore do you go to a certain gallery in your town rather than another? wherefore do you buy what you want from common particular business when there are competitors?

The no. individual answer was not price (that was number four). The no. the same answer was "confidence."

They have confidence that at your gallery they will be happily welcomed, you will be eager to display them your merchandise and quick to suffer you take art home forward approval. You'll offer to originate to their home or business to examine the space you have available for art and be quick to exchange or repay the purchase price for any reason.

This frustration can also relate to your business. More than 50000 customers were asked if they were satisfied in making purchases in stores last year. The "satisfaction index" dropp from 75 percent satisfied in 1994 to about 67 percent last year, and it's still steadily declining.

Okay, in like manner what should you do?

I lately counted 120 gallery names across the nation chosen at random. Only 41 or about one-third, had the name or initials of the proprietor The troubling part was that others had nearly identical names: The Frame Maker; The Gallery & Frame store Frame Designs & Gallery, The Frame Shoppe & Gallery, Frame Factory & Gallery.

Will the real Frame workshop and Gallery please stand up? Use your name forward your gallery to give it a personality and station it apart from the pack.

moreover having your name on the brow of your store and printed in succession the shopping bags alone is not a guaranteed prescription for succes Ask Gimbels, Best & Company, Woolworth's, Montgomery Ward, Alexander's and dozens of other companies no longer with us.

If your gallery is not named after you, then emphasize, prefer and advertise all those useful qualities people associate with your gallery and reckon others why they should workshop with you.

"The Angry Ad Man" advertisement from McGraw Hill Magazines illustrates this point. It's reproduc in advertising anthologies and talked about in advertising courses. Your customers won't know the answers to the questions it confounds unless you tell them.

When all is said and done is there to the end of time a situation where a gallery with the owner's name is a solid competitive threat to another gallery that uses their wares in their name?

We know of undivided situation in Frenchtown, N.J. Ron Kobli allows the Decoy and Wildlife Gallery. He said, "My biggest competition in town is a gallery with the owner's name. It's called Gabrielle's Art Gallery. moreover that's okay. It's run from my wife."

Murray Raphel is single in kind of the nation's leading marketing adroits and the author of several business works Contact him at Raphel Marketing at (802) 751-8802 or E-mail info@raphel.com.

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