Book Soup is a Los Angeles icon. It is a small bookstore that grew in size and stature through the careful nurturing of its owner, Glen Goldman, and his knowledeable staff. Well, Glenn passed away recently, far too early at 58-years of age. I wouldn’t say we were friends, actually, but I knew him well enough to say he will be missed. He was a good guy and passionate about his books. He catered to people’s needs and by doing so cultivated an avid readership and clientele.
According to the article in the Los Angeles Times, as meticulous a purveyor of books that Glenn was, he didn’t leave a succession plan for his beloved shop on Sunset. So nobody knows what will happen to one of LA’s favorite bookstores. I am sure it’s value will cause someone to step up the plate, someone who cares about
But that is not the issue here. You compare the success of Glenn’s Book Soup and the success of another independent books store, Skylight Books, on the other side of town, and match it with the problematic big box chain bookstore and the answer to success is that it often pays to specialize. Specializiation means hiring knowledeable employees who have the skills sets and sense of service your clients need. This is often easier said than done. Certain background checks can help you discern certain qualities and professional reference checks and education verification checks are always helpful in understanding the tastes and disciplines of your employment candidates.
Bookstores are not the only example. The article in the Times also noted the buy local, be it food or goods, movement that has taken hold. Buying local has caused the farmers’ markets to flourish and the supermarkets to encounter problems. Another shining example is the recent decision by Home Depot to abandon its upscale Expo venues. This to me serves as an indicator that customers do not like to luxury shop in a big box environment.
Luxury shoppers want service. They want staff that can help them make choices, offer alternatives to their own selections. They want knowledeable people who are passionate about the industy they work in. They want to feel for the bucks they are spending that they are making the right choice. They don’t want to stand in a big box environment and buy top-of-the-line goods without experienced customer service personnel assisting them.
So in many cases the megaliths will flourish. But in other cases, the smaller shops with specialiaty interests who know how to cater either on the local level or to a niche market over the Internet are the ones who may prevail in this economic downturn. If people are spending their hard earned and much need money, they want to make sure they are spending it wisely. The cheap salaried sales staff that lacks the education, skills sets or, for that matter, personality to service a specialty interest clientele, just ain’t going to cut it.
So think your business like Book Soup and the other quality boutiques. Hire the right people. And, by all means, check them out before you hire. Your clients will thank you.
As for Glenn Goldman, may he rest in peace with all the books he ever wants to read.
