Douglas merchants learn big-box defenses

Small business takes a hit whenever the national giants move into what was once a less competitive marketplace.

Sometimes the high volume and low prices that are the hallmarks of the big- box stores cause smaller shops to shutter.

To hedge against that happening in Douglas County, the Carson Valley Chamber of Commerce and Visitors Authority organized a seminar on how to compete against the behemoths.

Nevada State Bank sponsored the speaker, business trainer Patrick McGaughey of Coeur d'Alene, Idaho.

"People go into Wal-Mart and buy the cheapest thing they can, then come to us and ask how to use it," says Theresa Herup,who with husband Hans owns ASJ Small Engines Etc.

in Gardnerville.

While the seminar didn't help with that problem,Herup says she learned how to talk with employees to help them analyze the service they provide to customers.

"How to be smarter than Wal- Mart" is what Tom Brooks, owner of the Carson Valley Golf Course, took away from the seminar.

For instance, as a way to compete with big boxes open for business 24/7, Brooks points to his Web site.

"We happen to retail tee times,"he says.

"People planning a vacation here book their times online at www.carsonvalleygolf.com."

"The competition is already there," says Roger Long, owner of Valley Floor Fashions in Gardnerville."

The speaker's theme was: you compete with the big boxes the way you compete with anyone else." With a merchandise line of carpeting, tile, laminate and hardwood, Long counts Lowe's and Home Depot among his competition, and adds,"People like good customer service, not being treated like cattle." Despite cries for help from local merchants pressured by the plethora of big box stores that recently clustered in north Douglas County,"The turnout was not what we expected," says Cathy Colbert,manager at the Carson Valley chamber.

The seminar drew a couple dozen, rather than the couple hundred expected.

"The towns of Minden and Gardnerville approached us wanting to know how we could help them," says Colbert."We were talking about it for months.We sent invitations to the other chambers as well."

Despite the disappointing turnout, she adds,"We will continue to offer classes and seminars."