The Rural Voice, 1993-12, Page 31spring they let all their sales
representatives go, and saw their
sales soar as a result. The "rep
system" doesn't work for cottage
industry, Judie says. The reps must
represent a whole number of small
lines to make a living so each of the
lines may get short shrift. Now the
Glens make their own sales calls,
drop off samples of their products
and some literature and don't put on
pressure. Because they know shop
owners are busy, they want to let
them study the material at their
leisure. "Treat people the way you'd
like to be treated," Judie says.
Treating their customers well is a
key to the company's marketing plan.
"We really aim at a tiny niche," Dave
says. "The stores we're in are usually
owned by empty -nest moms. They
don't have 20 years' experience (in
retailing). They crave information.
We don't stop at the sale. We tell
them how to promote their own
business. Big companies make it
sound like rocket science."
Loyalty to their customers is also
important. "We don't want a
customer on every corner," Judie
says, pointing out they have one store
in St. Jacobs and one in Waterloo.
"I'd rather have one store doing well
than two doing so-so." The couple
has refused to jump at the temptation
of making one huge sale, turning
down a large warehouse retailer that
wanted to put in their line. "It would
go against our marketing," Judie
says.
Starting small can also turn
necessity into an advantage. Because
they had no money for expensive
labels, they bought inexpensive
brown kraft paper and printed their
design onto it. That down-home look
caught on and is now being copied
by larger food companies.
The couple uses a Macintosh
computer to produce all their
brochures and a regular newsletter
that goes out to customers to give
them bits of information about the
Glen Farms operation, tips and
recipes.
Computers, Dave says, allow
people to do much more in a home-
based business than ever before. "We
couldn't have done it 10 years ago."
Only after they bought their
computer could they put a whole
year's worth of sales on one screen
and create graphs to let them see the
Best wishes fora safe and happy holiday season.
The DOWNIE
De. 1881
Mutual Fire Insurance Company
HEAD OFFICE
P.O. Box 10, Sebringville, Ont. NOK 1X0
393-6402 1-800-265-1961 (519)
ALL LINES OF FARM,
RESIDENTIAL,
COMMERCIAL AND AUTO
For quotations contact:
AGENTS:
Ken Hutchison 273-2458
Doug Jacob 271-7894
Robert Ready 393-6965
R. Allan Fuller 271-6176
Serving the community for over 100 years.
HANOVER HOLIDAYS
Celebrating 20 Years of Motorcoach Tours
FRANKENMUTH 3 Day Tour
Departing December 11, 1993
What about after Christmas?
Travel with us to California to view the Fabulous
TOURNAMENT of ROSES PARADE
Departing December 26, 1993 for 9 Days
the GRAND CANYON
a Special NEW YEARS EVE DINNER
and Reserved GRAND STAND SEATS for the PARADE
HAWAII — Three Island Tour
Departing January 26 or March 2
First Class Hotels, some meals, and
fully escorted on arrival in Hawaii
"New" for 1994
AGRICULTURE TOUR to FLORIDA
Departing January 28, 1994 for 19 Days
Combine a relaxing vacation with interesting stops at
some Florida farms!
Our 1994 Tour Brochure is now Available
To receive your copy please call
1-800-265-5530
Or Visit Your Local Travel Agent
DECEMBER 1993 27