Partnering within your Industry
by Christina Crawford - Entrepreneur in Residence
When I was in the sales industry, I saw every other sales representative as competition. We were all selling the same product. Who got the sale first mattered, and how we got that sale varied between smarts and ethics. To stay up on my game, I invented unique sales skills. Because I was successful, it wasn't long before my technique was copied. If you succeed in what you do, people in your industry will try to do exactly what you are doing to get those same results. Copying is supposed to be the biggest form of flattery, but it is painstakingly frustrating for the one being copied. A sales rep always had to be a step ahead with something new to stand out.
When I opened my retail consignment boutique, I thought other consignment boutiques would be maddening competition and getting sales would require the same kind of hustle. After all, aren't all the consignment stores in the area vying for the best consignors and the shoppers? Aren't all businesses in your industry competition?
What I found was completely different. As a business owner, you do not have the same relationship with customers as you would as a sales rep for a company. Being the owner, you are the company.
I remember watching one of my favorite movies, “Bottle Shock”. The movie is based on the true story of how Napa Valley wineries got “on the map.” In a scene at the end, the owner of Chateau Montelena says, in a nutshell, “if one of us wins, we all win.” Being in Napa and visiting the wineries, I can see that mantra is still alive. I was given recommendations from winery owners and staff to visit neighboring wineries. Most wineries still encourage Napa visitors to visit competitive wineries and restaurants outside their immediate area if they think you'll like it. In turn, they see people coming from other wineries who have recommended them. Truly, they are all winning.
Business can be handled the same way. I started to see that I was part of an Industry that needed support instead of being one consignment boutique trying to be the best. Since the other consignment boutiques and mine were in the same industry, I believed our Industry needed to win. Even though each owner ran their businesses a little differently, wouldn't we all benefit if together we educated customers with the need to resell, reuse, and relove?! We would. We would benefit if we worked together to support the industry and it worked!
During my nine years in business, we sent customers to other consignment stores and those other stores referred people to us. As owners, sometimes we would meet for lunch, we communicated, and we continued to refer customers back and forth. Ultimately, as a group of shoppers called it, we were on “Consignment Row.” Shoppers came near and far with a plan to go to each of our consignment stores on “Consignment Row” and then they would have a late lunch before going home. It truly reminded me of why Napa became successful.
When you go into business, make friends with those in your industry. Instead of seeing them as competition, look at it as an opportunity to work together for your customers. You are going to share them anyway. You'll be amazed at what you will learn from others in your industry. You'll have a more enjoyable business with more success.
Military spouse, Christina Crawford graduated from The Kings College in New York. At the couple's first duty station in Ft. Lewis, she a year volunteering for Army Emergency Relief and Army Community Service. AER/ACS contracting ultimately employed her as a financial counselor, helping families figure out how to budget and pay their bills. She became a certified tax preparer and assisted soldiers with the taxes. At Ft. Benning, Christina worked retail for the six month tour. Moving to Germany, Christina became certified as an aerobics instructor and took over an aerobics class on the base from another instructor who was moving away. She continued this at West Point, the next duty station.
Christina was successful in finding paid work every time she moved, finding her tax preparation skills and her aerobics instructor certification were particularly marketable. Ultimately, she worked direct sales for Stampin' Up, selling craft supplies at home parties. She became one of their top producers, was elected to the company's Advisory Board and assisted the company with Compensation programs. She kept that position as she moved from base to base for 20 years, then retired.. After her husband retired from the Army, the family settled in Northern Virginia. Christina and her daughter owned and operated Chic Envy Consignment Boutique for 9 years. This was a successful venture that allowed Christina to hire other military dependents, train them, and give back to the community. Most recently, Christina was recruited to a new direct sales company, EVER, and has been promoted four times in three months. She's planning to stay with this company and help others become successful with it too.
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