Small business competition is fierce. Giving customers what they want, when they want it, may not always be enough to keep them coming back. Offering your good or service where they want it, too, can help make your company stand out from the pack.
Many businesses have turned their back on making deliveries, due to efficiency and cost-cutting measures. Yet delivery can give you a competitive edge — and have a positive impact on your operations, marketing, and growth.
4 Reasons Why You Should Deliver
- It gives you control. Every small business has price points or average order sizes that it must meet in order to be profitable. Incorporating delivery as a service is one way to control your finances and operations — two critical areas that are hard to predict in the first few years of owning a business. Yes, there’s an operational cost associated with delivery, but once you determine the charges you’ll need to build into the service to absorb its expenses and make a profit, it can become an attractive business model.
- It helps you cast a wider net. As a small businesses, you may be limited by the size of your facility as well as outside forces like neighborhood traffic flow, parking (or lack thereof), and how convenient your location is in regard to other places your customers frequent. Delivery allows you to expand beyond your natural footprint to reach a larger audience without expanding your physical operation — or dramatically increasing your overhead.
- It differentiates your small business from big business. Robert Krzak, the owner of World Café in Vandalia, Ohio, uses delivery services to gain a competitive advantage in his “David and Goliath” battle with a popular Panera Bread location nearby. By offering delivery for larger orders, Krzak says he’s tapped a lucrative segment of the lunch market: pharmaceutical reps who frequently host in-office client lunches. The relationship also helps market his brand by exposing World Café to a new audience and the greater business community.
- It adds value. While there will always be customers looking for the cheapest deal, there are just as many seeking value, “which includes benefits a customer is willing to pay for,” says Susan Villa Lewis of The Same Coin, a marketing and financial-management firm. “Many people are willing to put up good money for you to cater to them or simply remove an inconvenience.”