It's Important To Establish Your Business

IN THE BUSINESS COMMUNITY-- Everyone wants to take their business to a company they can trust, a company that will still be here the "next time around." But with the 'here today gone tomorrow' mentality of modern commerce, it's difficult to find stability in the businesses with which you want to interact. That's why it's so important to deal with companies that are Established, built on economic foundations that are meant to last.

Having the word "Established" visible on your storefront will give consumers confidence in your business.

It may seem a small thing, but customers look for that word of assurance that tells them "we're here to stay!" Being Established is that guarantee to an insecure public that their favourite monocle optician, upright vacuum cleaner repair shop, or chocolate-chip cookie dough retailer is going to keep their doors open.

"It's not just for prestige," said 'Battered' Bob Basker, owner of Battered Bob's Fish 'N Chips, established in 2001. "It lends an air of permanence, and lets people know that you intend to be around for a while. It says: 'We've made it.' "

Bob should know; this is the fourth fish-and-chips style diner that's he's established in the past six years.

"I put up the word 'established' on all of our menus, including the take-out flyers," said Bob. "People can be confident in the knowledge that our deep-fried battered seafood Establishment will be serving cod today, tomorrow, and next week."

Consumers can be very particular, so anything that reinforces the image of a business is important.

"I was worried about shopping at Peter's Pickle Supplies at first," said Doris Steinfeld, amateur pickler. "There are so many fly-by-night pickling preserve stores that I just didn't trust buying my pickling equipment just anywhere. But then I saw the 'Est. 2001' printed on their canvas storefront awning, and that put my fears to rest."

7 out of 10 businesses fail in their first year, so naturally it's safer to do business with an Established company.

"When I'm flipping through the yellow pages looking for a plumber, a pool cleaner, a pizza, or a pool-cleaning plumber who delivers pizza," said Dale Freehorn, freelance retail purchasing agent, "I'll look for the 'Established' year in the body of the ad. It's a promise to me that this business has been, or will be around for a long, long time."

"I'm not going to do business with a company that isn't Established," said Peter Pfipher, himself an owner of a prominent pickling company. "Hey, they may have been in business five years or fifty years, it doesn't matter. If they don't have 'Est.' somewhere on their storefront, their door, or their business cards, I have no guarantee that they'll be doing business tomorrow."

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