Smart Business Practices

Having been in the Typewriter Industry for so many years, and having been the head of my own company for just as long, I can't help but learn a few important lessons about business.

First, have a specialty. Mine, of course, is typewriters, and I know them very well. I have learned over the years all about how they work, the good models, the great models, and, yes, the bad ones. This, I believe, is my strongest suit as a business man. I know my product, I know my business, and I defy anyone to out-smart me when it comes to the typewriter.

Second, know your customers. When I first started working in the family business back in 1978, I knew nearly every customer who came in, and they did so on a regular basis. I knew when they needed new ribbons, or correction fluid ("White-Out," as they call it today), or even simple brush-tip erasers. I would call them on schedule, and they would come in and get what they needed, including the newest models when they needed an "upgrade." Most of them have either moved away, or died, or both, so I don't see these people much anymore. And this leads to my third point.

Modify your business plan as needed. When electric typewriters first came into vogue in the early 1970s, my father initially balked at stocking them. He figured it was a passing fad, and that nothing could beat the sturdy, well-made manual machines. While that might have been true to an extent, there was no denying the new technology. Customers demanded the product, and he relented, and our sales increased dramatically. It was a sound business decision, one he did not make easily, but resulted in a booming family business.

As sales have been sagging for a few years (to put it mildly), I realize now that it is time for another modification of the business plan. I have for many years avoided doing any kind of marketing, preferring instead to thrive on word-of-mouth. But now, with so much inventory on hand, I'm venturing into the world of advertising. It will be a new experience for me, but I can see the benefits down the road.

At great expense, but hoping for an even greater return, I have bought a six-month advertising package on KZMO, the local AM radio station. I receive three 60-second spots per day, airing any time between 5am and 8pm Monday through Friday. This will give me a chance to really promote Alta Coma Typewriters, and myself as well, and help to propel the business to the "next level." I can let the whole city know about my weekly sales events, the newest IBM Selectrics or other models, and get the word out to the newer members of our community about where they can buy the best typewriters in the land. The commercials will start airing next week, on May 5th.

Another added benefit will be that if I sign on for a full year (which I think I will do, just waiting for a bank loan to come through), they have told me that their morning DJs will do a "remote broadcast" at my store. That will be the ultimate advertisement, and I'm excited at the prospect of what it will do!

So it's all about smart business practices, and adapting to new business models. A good business must continue to swim at a brisk pace with the current to avoid drowning, and that's what I'm doing. I have to, because I still haven't made a single typewriter sale since January.

So although I say "Ugh" to the present, I say "Hooray!" to the future.