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Home My WebLink AboutThe Huron Expositor, 1990-09-19, Page 44 THE HURON EXPOSITOR SEP 1 E/MMER 19 ► 990 3 3 Yew a*1111. u■Ir Annaba' aelee MOO Ve aC uta 1 n 3' i rEM1 0 j % Gp1 111-12...334 .3 11 WIMPS $Erl ,0 11� immsousat & Tex Mannino Mown InvoillosseAsa aorto pea.* Fen saw wow 1EAFORTM 16 "Akin St. 527-0420 $VIAA BERGsakts- Free Estimates • Barn Cleaners • Stabling • Bunk Feeders Donald G. Ives A.R. 2 Blyth Brussels 887 9024 McMaster Siemon INSURANCE BROKERS INC Auto • Home • Farm Branch Manager BILL (W M.) SIEMON COMMERCIAL. & LIFE INSURANCE r.U. Sea NI* tall (eMsd M o r.r s Rt.. Bn.. 34441 sol 1111TONELL Out. 3411-114 17 Look closely atcustomerS, merchants urged The Diet Center Difference If you're through with diets that don't work call Diet Center. Here, our expertise comes from first-hand experience. In fact, all our counselors have lost weight on our pro- gram. We can give you the support you need to succeed, too. We're here to help you through it. Call us today' 527-2473 1 3 WEEKS FOR 7be aright -kiss professsonu/s." 1950 a week 52 SESSIONS OF STRESS -FREE EXERCISE R.R. A2 Seaforth — Located Above Hart Ford SY PAULA ELLIOTT "Have what the customers want, when they want it, at a price that they watt to pay for it." This was the message that Bill ince, case counsellor with the Federal Susumu* Devck)pmcnt Bank of Canada, had for Seaforth business ownots when he spoke to a group at a BIA-sponsored en Wednesday a venLRE • :,� seminar, "Stemming the Tide", touched on the resturccs that Seaforth businesses have at their fingertips to bring commerce into town and keep it hue. A retired store owner and a seasoned profes- sional in markaung and merchan- dising, Mr. Ince told merchants that he had "no magic solutions". The key to success, he pointed out, lies in exercising the options that are available within the business com- munity, and drawing from past successes and failures when plan- ning for the coming year. He lauded the efforts of Seaforth merchants in promoting the town, and added that the combatted work of the merchants and the BIA is a big boon in organizing Seaforth's business section. Merchandising and promotion centred around a theme, he said, generally works very well. "Unless you go along pretty well together, you're not going to have the power to bring people into town," he warned merchants, and stressed that with a little effort, Seaforth can compete with the cities when it comes to attracting shop- pers." With the better service, you're giving that little bit extra that makes all the difference." Throughout the presentation, Bill Ince kept returning to the impor- tance of catering to the customers' wants. What the smaller businesses might lack in buying power, he said, they can compensate for with 'personalized' merchandise. "If you don't have that extra buying facility, you have to make sure that you make up for it by having the right merchandise, at the right time, at the right price," he told the group. A major facet of merchandising is market analysis. Once the cus- tomers and their needs are iden- tified, Mr. Ince said, the stores will be able to present them with the 01060011. SHOWING THE WAY TO A BRIGHT ECONOMIC FUTURE, David Ince of the Federal Business Development Bank spoke to Seaforth merchants last Wednesday at a BIA-sponsored seminar, `Stemming the Tide'. Merchandise tor your customers, the case counselor urged the town's business owners. Elliott photo. Second chance • from page 1A study that the student spends with the program. A self -study registrant, for instance, will only warrant funding for the number of lessons completed via the program. Last year, 45 students took the Alternate Education route, and 15 completed their courses. The need for the program is definitely there, but Ministries and percentages are difficult to argue with. merchandise that they need. Sales will increase, and the cycle will pick up power. He also touched on the importance of 'categorizing' the merchandise and its buyers. "I'm hot on this category stuff," he said, citing the case of one of his Vancouver ladies' wear store managers who categorized her merchandise and her customers' needs to the point where she kept a Personalized customer list on hand. "When she went buying, she was thinking of Mrs. Jones, or Mrs. James, or whoever," he told the Seaforth merchants. The result? Total sales in the shop soared from $40,000 to $100,000. "She ended up buying the store from me, too," he chuckled Mr. Ince. "She was one sharp lady." In a smaller centre such as Seaforth, finding a "market niche" is all important when starting up a business. A new store might have the greatest concept and products in the world, but if the market isn't there for the product, the business will die before it even gets off the groom. "Most failures go in without a marketing study," he observed "A lot of people want to go into business on their own, but they haven't done sufficient research." A case in point would be a high- level store, in a high-cost or exclusive "market niche", planted in an area where customer demands leaned to a lower -level niche, with mid- to low-level price ranges. Again, stressed Mr. Ince, the mer- chant is not carrying what the cus- tomers want, when they want it, at the price that they are willing to pay. Take a good look at similar businesses in neighbouring towns, Mr. Ince encouraged the group. Are they prosperin? Falling behind? And if so, why? "The way to develop business is to go after this kind of information, and act on it," he said. "Sometimes you'll find that you lose business without realizing why you're losing it," Mr. Ince added. "They're gone, and they haven't told you why." No stranger to Seaforth and area, Mr. Ince has cast an appraising eye at the town's business community and the BIA and notes that things appear promising. "I think it looks pretty good," he said, pointing to town -wide promotions and adver- tising campaigns that are bringing the merchants together into a cohesive business community. But he adds that there is always room for growth. "Each year improve, and extend the reach." The BIA will be holding two more seminars in October, outlining effective store design and staffing maneouvres for the 1990s. "With the cutbacks in education, it would probably be one of the programs to go," predicts Kay. "Anything that's out of the norm." "We're here this year, but if we don't get the funding...." Although the Alternate Ed. system is especially geared towards early gchool-leavers in their 20's who want that second chance at their diplomas, Kay stresses that the program is open to anyone. A full The Air -Flow's proven ability to lay down a precision, blanket -like pattern of fertilizer and seed has been recognized by growers in this area. Past years' results have proven that using the Air -Flow is a very successful, fast and accurate way to plant your seed wheat. CALL NOW AND ORDER YOUR CUSTOM APPLICATION OF FERTILIZER AND FALL SEED WHEAT! C e rtified Harus• C e rtified Augusta THE PROVEN WHEATS .OF CHOICE Call today to ensure your choice of variety Seaforth Londesboro Fertilizer 523-4470 (Office) 1-800-265-9000 1 A range of courses is offered, and students are encouraged to work at their own pace. With its open, informal set-up, the Alternate Ed. centre offers counselling, coffee and all the encouragement and assis- tance that the student needs. Kay feels that the personalized approach to each student's studies is the key to their successes, and notes that many of her older adult students pull down marks in the 90's in many of their courses. "For these people, it's really rewarding." Any interested would-be students are invited to drop into the Alter- nate Education centre, on the Town Hall 2nd floor, any day from 9 to 3. Courses can be started at any time during the year, and registration through the high school is not necessary. All courses are free, funded by the Ministry of Education - for now. Kay Logten- berg, along with many of her students, can attest to the value of the program. Off to a slow start this year, Alternate Education needs plenty of support in order to stay alive in Seaforth, but Kay is hoping that the students will pass on the good word. "Word of mouth is the best seller that we've got." PITTSBURGH' PAINTS HUNDRED OF COLOURS. HISTORICAL AND PASTELS. 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