The Value of Being independent

Small businesses have always been an important part of our towns and villages, but in an increasingly automated world, the personal touch may matter more than ever.

Running an independent business has never been particularly easy. Rising costs, changing shopping habits and competition from national companies have all presented their challenges over the years. Yet take a walk through many of the towns and villages across Kent and Sussex and independent businesses remain very much part of the landscape. From family-run shops and restaurants to tradespeople and professional firms, many have built remarkably loyal customer bases.

Part of their appeal is knowing who you are dealing with. In a smaller business, the person answering the telephone may well be the same person who provides the service, orders the stock or owns the company. Over time they get to know their customers, remember previous conversations and understand what people are actually looking for. It is an old-fashioned way of doing business perhaps, but one that can feel increasingly refreshing.

That doesn’t mean independent businesses can afford to ignore the way the world has changed. Customers now expect to find opening times online, send an enquiry through a website, read reviews and often make bookings or purchases without picking up the telephone. Social media has also given smaller companies an opportunity previous generations never had, allowing a business in a Sussex village to reach thousands of potential customers without the enormous advertising budgets once required.

The interesting part is how the best independents have combined the two. Technology may bring somebody through the door for the first time, but good service, knowledge and familiarity are what encourage them to return. There is still considerable value in a recommendation from somebody who knows their subject or simply being able to speak to the same person when you call again.

Business will continue to change, just as it always has. But amid all that change, some of the oldest principles appear to have survived rather well. Do a good job, know your customers and give them a reason to come back. For an independent business, that may still be the best strategy of all.