Atlanta's small businesses are going back to the old way of doing business, with people they know. Some of the most recent work we've received, the owners told me the fact that I am local had a big part in their decision. The fact is, most people prefer doing business with people, not faceless corporations. This helps explain the social media boom over the last couple of years.
Building a Strong Community
So, why do people prefer to do business locally? Partly, I think, because of the perception that there will be better service. If you know you are likely to "run into" a customer at the grocery store, you are probably going to work a little harder to ensure that customer is satisfied with you. Doing business with a church member, you will have to see that person every Sunday. Also, more people know you, so you want a great reputation.
But, I think there is more than just the shame factor working here. People want their neighbors to be successful, because their success affects the entire community. I make extra effort to do business with the people who do business with me. My veterinarian's office is about 12 miles from me in Canton. Sure, there are 4 or 5 vets on the way, but Persimmon Creek Animal Hospital has been a great customer, so the least I can do is return the favor.
Face to Face Communication
When we all played "Telephone" in grade school, we learned that the more intermediaries threw which a message passes, the less likely the receiver was to correctly understand the original message. Email is notoriously pitiful communication tool. I am not saying email isn't useful, in fact, it is often the only way to communicate some messages. I would hate to have someone read a contract to me and expect me to remember anything significant. But email doesn't transmit feelings very well, and often the wrong message is communicated because of limitations in email. How do you effectively communicate confidence in an email?
This holds true with real phones. It is incredible difficult to read someone's body language over a phone. Or look someone in the eye when they are talking. Even the one thing phones do well, they don't do perfectly. I can't tell you how many times my signal dropped or got staticy during an important phone call. When I am driving, it is nearly impossible to hear the other party. The opportunity for mis-communitcation is almost too high.
When you are in sales, as most small business owners are in some capacity, it definitly benefits you to meet in person. I know that face-to-face meetings have been key in winning some projects for us. It is easier to answer questions, communication is more clear, and nothing speaks a thousand words like a good handshake.
Who are the People in your Neighborhood?
One of the great side effects of hiring locally is that people know other people. There a little coffee shop in Woodstock where many local business people meet. I have run into many customers there. I always try to introduce them to whomever I am meeting. And several times, they have introduced me to whom they are meeting. This gives people the opportunity to make referrals that they otherwise wouldn't have. Many small businesses get most of their business from referrals, but it's often hard to remember your Web Designer when you are having your house painted. But, if you run into each other at the coffee shop, you will probably make the introduction.
Buy Local
I make extra effort to support the local business community, especially those with whom I already do business. If someone expresses a need, I think first of businesses I work with, then anyone I know.
At local restaurant I some times visit, the owner started asking me some questions while we ate, the next thing I knew, we had a job! Could he have found someone on the Web? But would that company ever contribute to his business?
So buying local is good for groceries, and its good for Web designers. When you are shopping for your next Web site, think about your local community first.