“Let me tell you how I buy something these days.
I know what I want, I go on the Internet and I get the best price.
Or, I don’t know what I want, and I go to a small store that can help me.
The era of personal service is back. You are back.
You’ll find that customers will pay our higher prices and then they will thank us. And we will say to them, you are welcome.”
I love small businesses that create value around their products rather than simply compete on price and ‘buying local’. Fast Break Athletics (in Chattanooga, TN) routinely gets my money over discount websites because I usually have no idea what I’m buying (especially what size/brand of running shoes) and they help me. They’ve created a value that is worth something to me (in real money).