Looking for a Way to Boost the Economy? Shop Locally, Not at Wal-Mart.

This article from the Oshkosh Northwestern in Wisconsin is one of a series of recent articles explaining that the best way to address a sagging economy is not by shopping at Wal-Mart, as the company might want you to believe, but by supporting locally-owned businesses that reinvest in the community.

Commentary: Supporting community commerce more important than lowest price [Oshkosh Northwestern (Wisc.)]

In the sometimes embarrassing world of sales, one of the first things I was taught was “Friends buy from friends.” It made sense after all, the first thing that someone should try to develop in a sales relationship was just that, a relationship. And the closer that relationship, the more likely it was that a sale was eminent. If you could be trusted for your advice and product or service, you were worth someone’s hard-earned money.

While this principle seems to make sense, it is surprising to me how we, as a society, have gotten away from that idea of being loyal to the business owners we call our friends. More and more, price plays such a much bigger role in buying decisions that some of the largest companies in the world bank on you being less loyal to the local business and more loyal to which one can satisfy your needs for less.

Case in point is Wal-Mart with their philosophy that sold so many over the holiday season. “Save money, live better.” Did they say, “Shop locally, save jobs?” No. Did they say, “Better service means better satisfaction?” No. Did they say, “Buy from those you know?” No. They said, “Save money, live better.” Because after all, if we can save money on what we want, we will have a better life and it doesn’t matter what it means for anone else. Is this what we as a society have gotten to? It’s all about me?

Now let me say I applaud their slogan, because today it appears that more and more people are just like their target market, people who believe price is all that matters.

In a recent Northwestern story, the topic was about the difficulties for smaller town businesses to make it with larger chain stores in larger markets so close. To expand on that, I think the real challenge for smaller, “mom-n-pop” type businesses is to change the way people think about what’s important with how they spend their money. Their challenge is to create networks and more importantly friendships that will break this idea that price is everything.

Let me give you an example. I bought my vehicles from Don. Jerry keeps them safe for me to drive. My grocer is Jim and my garbage hauler is Dave. I have fish at Sandy’s and sit down for a beer at Pat’s. Dan takes care of my mortgage and Kristi takes care of my checking and savings. This spring I’m having Bill put in windows that I’m buying from Eric. Ken is my pharmacist and Jack is my family’s doctor. When I die, Steve and Denise will take care of my family and me and make sure everything goes as planned.

Does price really matter to me? No. And not because I have an incredible wealth, but because these are my friends and I know I can trust them with my hard-earned money. If I have problems with their products or services I can talk to them; if I need something I can request it. And because they’re friends, I know my voice will be heard. Not only do I buy from them, I also eat with them, go to ball games with them, coach with them and worship with them. They serve my community and are a part of my community. These are local business owners and their friendship means more than price. They are the people I can buy from, I can trust, I can sit down and talk with over a cold beer. And you know what, I’ve never had a beer with Sam Walton. Please, shop your locally owned independent businesses whenever possible.

Northwestern Community Columnist Steve Volkert is a married father of three living in Omro. He has worked the last nine years for the city of Omro, giving him plenty of insight on the way that city’s residents think. Prior to that, he worked 15 years in media, (newspapers, radio and TV), including three years at the Oshkosh Northwestern.

Posted by Alex Goldschmidt on Monday, February 04, 2008

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