The Daily Union - Outlook 2014: People - Private Sector
Transcript of The Daily Union - Outlook 2014: People - Private Sector
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8/13/2019 The Daily Union - Outlook 2014: People - Private Sector
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A Supplement to THEDAILYUNION Saturday, February 8, 2014
ThePeople,Places,and
PossibilitiesforProgre
ss
Junction Citys retailindustry at timesseems like a revolving
door. Many businesses havecome and gone, but manyothers have become main-stays. The success or failureof any given small businessis dependent on many vari-ables, some that are com-pletely out of the entrepre-neurs control.
A change in the way society does its pur-chasing has led to businesses like MaryStockfords Small Engine Repair to seeing adecrease in customers. When she and herhusband Jim bought the shop 14 years ago, ithad been a staple in the community since1989.
Now most of your items, your lawnmow-ers, your trimmers, your blowers, theyvebecome disposable. It is easier to go to Wal-
mart and buy a new lawnmower every twoyears than get one fixed, she said.
She knows that her type of business doesnot have a great future.
Most of her clients are older people whoare more used to fixing something ratherthan buying new more out of habit ratherthan necessity or cost efficiency.
Although the shop has been for sale for
several years, Stockford said if anyone buys itthey will need to take a different approachthan the small engine repair business planthat had been successful in the past.
Starting with a solid business plan is whatRob Dudley, owner of Gatherings on the Prai-rie, says is very important to a successfulbusiness. He left following nearly 20 years
with Walmart to start his own home interiorbusiness in Junction Citys downtown.What he had learned through management
positions in one of the worlds largest retail-ers paid off and continues to pay off daily.
I look at it like I went to college twice. Iwent to college to get my first job, but I waspretty much at Walmart for my entire first joband that was the college for the second jobthat I have now, he said.
The idea of becoming a business ownernever dawned on him until one day when hesimply woke up and realized he wanted achange in his life. He left Walmart and spentsix months trying to decide exactly what thechange would be.
All I knew at that point was that I wanted achange, he said.
Jim and Mary Stockford had a similar expe-rience, but they had originally thought thatbuying the small engine repair business
would be good for Jim, who had become illafter the Gulf War.
We thought it would be a good way forhim to come and go as he pleased then wefound out that being a business owner you
Rob Dudley, owner of Gatherings on the Prairie, helps customer Ellen Westerhaus put together adecorative display for a specific place in her home.Please see Retail, 8A
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2D The Daily Union. Saturday, Feb. 8, 2014
When the econo-
my began its
tailspin sever-
al years ago, the nonprof-
it industry was among
the hardest hit.
As the for-profit sectorbegan experiencing eco-
nomic difficulties, non-
profits that depended on
grants, foundations, pri-
vate donations, and pub-
lic funding were on the
front line for decreases
in revenue, and they took
deep hits.
Ailleen Cray, executive director of United
Way of Junction City-Geary County said while
the United Way has remained flat as far as
donations go, she has seen several agencies
struggle.
Many of them have been reliant on grant
resources for many years and have been very
successful in getting those, but those (grants)
keep shrinking up, or getting reduced, or go
away all together, she said. (The United Way)
has been flat as far as our fundraising goes, we
are maintaining, but not gaining.
The reduction in state and federal grants has
translated into a reduction of staff for many
nonprofits, which in turn has resulted in a
reduction of services.
The focus, during a recession for a nonprofitis to protect the organizations core services,
taking on new projects are generally out of the
question.
When you get into grants, the money has a
lot of strings attached to it and you can only use
it for a certain purpose that is fine, when that
fits into your primary mission, but sometimes
you have to let that go and not accept a grant,
Cray said.
Jill Iwen, director of USO Fort Riley, was in
the for-profit sector when recession started and
saw how difficult it was for everyone.
She was right in the middle of it when the
economy tanked.
Working in the finance industry she was in
the thick of it th rough merger and acquisition
and layoffs.
When the economy is flourishing, the non-
profits are flourishing. There are a lot of good
causes to support and of course theres also tax
dollars to it, but when the economy starts going,so do the dollars that are available, she said.
In conjunction with a poor economy, a war-
time environment has played a significant role
in the appeal nonprofits have to the limited
donor dollars.
The USO is gen-
erally going to
flourish in time of
war and time of
conflict because
that is when our
services are needed
most down range to
support the troops
that are in harms
way, she said.
Despite a resur-gence of patriotism,
the dollars have still
been tight and
there are additional
organizations vying
for them.
Theres a lot of
requests for the
same donor dollar,
a lot of great orga-
nizations doing a
lot great things,
Iwen said. The donor dollars are being divided
amongst them.
Its not necessarily a negative situation
though, because it forces the organizations to
perform at the highest level of professionalism.And it requires those who receive the dollars
to ensure they are good stewards of th e dona-
tions and make that one dollar stretch to two
dollars, she said.
As Iwen and Cray look toward the future of
the nonprofit industry, they said a lot of their
speculation is based on what is going on around
them in the community and the nation.
As the conflicts become less intense and
more infrequent, the natural feeling of patrio-
tism is a bit muted, Iwen said. Our challenge
is to reach out further. Instead of (donors) com-ing to us we have to go to them and remind
them we still have these soldiers who are
deploying and redeploying.
The need hasnt gone away, it simply is shift-
ing. Cray has worked with
United Way in Junction City
since 2008, but had been with
the Finney County and the
Riley County United Ways and
has seen the level of giving
shift and said it takes a concerted effort to retain
a level of funding, sometimes that simplymeans backing off a desire to increase funding
goals.
Sometimes it is better, because of the econo-
Road to recovery
Nonprofits hoping donationsimprove as economy improves
By Gail [email protected]
The reductionin state and
federal grantshas
translatedinto a
reduction of
staff formany
nonprofits,which in turnhas resulted
in a reductionof services.
Please seeRoad, 7D
Jill Iwen
in print online
find the
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We are adjust-ing to that as wellhere at The DailyUnion. In the past
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No matter what happens in thefuture, I love being in this industry.Theres something about providingthe community with the accurateand unbiased information theywant and need. Every day, we tellthe stories that need to be told andby doing that, we help connect thecommunity. I am so proud to be partof that.
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The Daily Union. Saturday, Feb. 8, 2014 3D
With more than 1,100 rooms inmore than 20 hotels in Geary Countythe hospitality industry continues to
thrive, but relies heavily on the mili-tary population.
Our business here is largely basedon what is going on at Fort Riley, saidJessica Miner, director of sales atCourtyard by Marriott. Its hard topredict what is happening there, but
we do rely heavily on the military busi-ness.
For hotels, like the Courtyard, thatrely on conventions and tourism, theycannot count on people stumblingacross them.
Miner says in a typical day she ismaking calls, researching associations,and reaching out to new and existingclients to get business in the hotel andconvention center.
Keeping an eye on the competition
A thrivingbusiness
By Gail [email protected]
In GC, local
hotels relyon FortRiley,
military
Courtyard by Marriott director of sales Jessica Miner (left) goes oversome plans with catering manager Laura Cain. The two work together
to bring conventions to the Courtyard, and then provide the
quality event that will bring guests back.
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4D The Daily Union. Saturday, Feb. 8, 2014
In a strange way technolo-gy has brought the musicindustry full circle from
where it was about 100 years
ago.Before electricity led to
radio, TV, records, 8-tracks,cassettes, CDs, and iPods, amusician earned his waythrough performancebecause that was the onlymethod of delivery.
But as technology provideda means for a musician toshare his music, the industrybecame more lucrative andperformers were makingmoney through the sale oftheir music.
As soon as they had amethod of delivery peoplestarted learning to make
money off it, said SteveFansler, owner of FanslerFamily Music in Chapman.As radio stations becamemore powerful, the methodof delivery of music keptgrowing and growing. As itdid, people figured out howto make money from it.
Eventually the deliverymethods have landed us
where we are today wheremusicians are not able to sellrecords and CDs.
The way an artist makesmoney has changed.
They are returning to thestage, theyre giving their
music away online and plan-ning great world tours andselling related merchandise.
The sale of the hard cop-ies is almost gone, it is deliv-ery on the internet now, hesaid. We are at that samepoint in the cycle, but in a dif-ferent world one thathasnt figured out what thestandards will be.
Major artists are paying fortheir own production, givingit away free and then puttingeverything into the perfor-mances.
Its a move that Fansler saidis an experiment, but as quickas the technology and socialhabits change there are notproven standardsto guide todaysindustry.
It has had anegative impacton some of thebigger names, butFansler said fewpeople really feelsorry for the bigcorporations likeSony and Warner Bros. whohave taken advantage of theartists for decades.
Now, they are almost on anequal playing field with youand I sitting in our homes.
Any more it is too easy forpeople to create their musicand go through companies
who will distribute it and takea much smaller piece of thepie than the record labelsused to.
The record companiesthat used to have a tight grip
on who would besuccessful and who
would not startedlosing their clout.
Back then, youhad to go to wherethe industry was,pound on doors, begand plead, maybeeven hire an attor-ney to represent
you, he said. Now, anybody,anywhere in the world canreach the entire populationonline and bypass that entireindustry,
The difficulty is knowing
whats around the corner.Fansler, who spent several
years as a professional per-former said the industry has
yet to settle down and becomestandardized. As technologyadvances the industry is try-ing to stay ahead of it, hesaid.
The performers and theartists constitute one part of amulti-faceted industry.
After a lifetime of perform-ing and working in the music
world, Fansler returned to hishometown.
He said he grew up east of
Chapman and rememberedevery day going to school,stopping at what had beenthe only stop sign in town,right across from the oldstone bank building that had
been vacant for years.He and his wife Shelly
came back to Chapman
because he wanted his boysto have the high school expe-rience that he had, somethingthey wouldnt have gotten inLas Vegas where he had beenperforming since 1997.
It was never ever on my
A changing industryLife
different formusicians
as internet
takes hold
Story and photo ByGail Parsons
Steve Fansler, owner of Fansler Family Music in Chapman, fixes a guitar.
To abusiness manit defies logic
to put a newbusiness in atown like
Chapman.
Please see Changing, 5D
He and his wife Shelly came back toChapman because he wanted his boys to
have the high school experience that he had,something they wouldnt have gotten in Las
Vegas where he had beenperforming since 1997.
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The Daily Union. Saturday, Feb. 8, 2014 5D
list of goals to own and operate amusic store.
I liked the industry, I worked in it,I was familiar with it.
I was a professional musician; anaudio engineer that is what my lifespath was, he said.
They arrived back in Chapman 10days after a tornado devastated thetown in 2008.
But they had already made thedecision to stay and when they sawthe corner bank for sale, they decid-ed they would buy it, but didntknow right away what they woulddo with it.
We wanted the building and waslooking for an investment. To a busi-ness man it defies logic to put a new
business in a town like Chapman,he said. We came to the conclu-sions if we were going to own andoperate a business, the only busi-ness that we had any business beingin was the music business.
Fansler returned to the part of themusic industry that he had startedout in back in the 1970s.
I worked in music stores in col-lege and throughout my 20s. I
worked in music stores in Hutchin-son, I worked in music stores inKansas City, and I worked in Los
Angeles in a music store.Coming back into the music retail
business after a time gap he couldsee how the same technology thatinfiltrated the rest of the musicindustry, had left its mark on theretail sector.
The interest in musical instru-ments has really grown, and for a
multitude of reasons, he said. OnAug. 1, 1981, one little event would
forever change the music world Video Killed the Radio Star by TheBuggles appeared on MTV and themusic industry would be changedforever.
When MTV started coming outkids saw the rock stars, the metalbands, the hair bands, that inspiredpeople to want to play guitar, hesaid. Then something very, verydramatic happened the internet.
Just like every other retail indus-try the internet changed the way
that consumers approached pur-chasing musical instruments.
Online shopping delivering prod-uct to the front door with no tax andno shipping has diminished ourprofit margin dramatically, he said.Our profit margin is less than 50percent of what it was in the 70s.
But while the internet may havediminished the retail, it has helpedinspire young people.
No matter how advanced thetechnology gets, it is still the humanaspect that will always keep themusic industry alive.
Fansler pointed to Taylor Swift asa prime example of one person whomade a huge impact on a genera-tion of potential artists.
It wasnt all that uncommon foryoung boys to want to be a rock androll hero, but after Taylor Swift, all ofa sudden young girls saw they could
do it too, he said.Besides the kids, Fansler said the
retail is propelled by the baby boom-ers that have a little more expend-able income.
They always loved music but put
it aside while they pursued theircareers, now they want to comeback to it, he said. Another sce-
nario is the family that comes in and
says they are interested in playingmusic together. They say we used to
have a boat, or we used to have anRV, or we used to take family trips,but now they want to spend the
money on something they can reallydo together.
The way musicians deliver their
service, the way we appreciate themusic will forever change, but themusic industry is one that will neverdie.
CHANGINGContinued from Page 4D
Fansler pointed to TaylorSwift as a prime exampleof one person who made
a huge impact on ageneration of potential
artists.
and never taking for grantedan existing customer arelong-standing business prac-tices that are as relevant todayas they were decades ago.
For the Courtyard, the big-gest competition comes fromout of town.
The best selling point forhaving conventions in Junc-tion City is its easy access offI-70.
Manhattan isnt super dif-ficult to get to but you have toget off the interstate to get toit, she said. Manhattan isdoing a decent job of getting
some local attractions theyare pushing hard; we havetours of Fort Riley, and Mil-ford Lake.
Often groups want activi-ties to participate in off site,
which is very limited in Junc-tion City, especially duringthe winter.
It makes the job of bringingconventions and visitor intothe city more of a challenge.
Despite the challenges, themanner that those in the hos-pitality industry gets theirbusiness into the door hasntchanged much over the yearsbut the expectations of the
guests have and that is whereGeneral Manager Rick Matasaid those in the industryneed to be most cognizant.
We used to order hun-dreds of newspapers, now we
just get a few, leave them atthe desk and we still havethem at the end of the day,he said.
Just because people arentgetting their news from thepaper doesnt mean that theydont want it. Mata said theone of the big things that peo-ple want today in their hotelis complimentary WiFi.
The number one com-
plaint in the industry is why
do I have to pay for it when I
can go across the street (toStarbucks) and get it free, hesaid. And not just fast WiFi,but free and fast.
People also are interestedin a free breakfast, not somuch because its free, butbecause of the atmosphere in
which a free breakfast serviceis delivered over a paid break-fast.
They want and all-inclu-sive stay. Partially for the con-
venience; if they have to payfor it, there is more of a feel-ing of settling in, Miner said.If its something free theycan grab and go.
Once a client has commit-
ted to a property, the catering
manager becomes responsi-ble for ensuring the clientsevent goes as well as theyexpect it to.
The technology availabletoday makes that job a littleeasier, but also a little harder.
At the Courtyard by Marriottthat person in Laura Cain.
Its best if we can meetface to face, she said.
The computers also cangive potential clients a viewinto the facility that theymight not otherwise havehad.
Online reviews can sway aprospective customer. Sites
like Trip Advisor have
become popular forums for
determining ratings Minersaid those kind of reviews canbe helpful, but misleadingbecause of fraud.
If it sounds like a sales
pitch it probably is, she said.Adjusting to the way in
which people get the infor-mation they need to make
educated decisions about
where to hold events, or justspend the night is as impor-tant as keeping on top of theconsumer habits.
THRIVINGContinued from Page 3D
Rick Mata, General Manager at Courtyard by Marriott, checks the computer for updates and e-mails. Convincing the convention and tourism guest to book at his facilityoffers a unique set of challenges, and leads to busy days.
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6D The Daily Union. Saturday, Feb. 8, 2014
The way people shop for
vehicles, the amenities
available in vehicles,
even the manner that vehicles
are treated in the garage has
changed so much in the past
few years that the automotive
industry has little semblance to
the industry of a generation ago.
The information highway
leads right into the showroom
floor and is often traveled long
before a customer enters thebrick and mortar facility.
The transparency of this
business is incredible, said
Willie Thornberg, general
manager at Jim Clark Chevro-
let-Cadillac. Eighty-five per-
cent of the people who pur-
chase a car today will shop
that car on the internet.
Not only are they shopping
online, they also are seeing the
trade in value of their vehicles,
the dealer costs, incentives,
and rebates.
It means that pretty much
everyone will be purchasing
their vehicle for the same price
no matter where they go, he
said.
Because so many people
have already done their home-
work before they walk into a
dealership, the salesmans job
has shifted from selling to
facilitating a sale, and helping
people sort through the infor-
mation have already gathered.
You want to add value to
that, and then offer them some
reason to do business with you
rather than someone else, he
said.
The cars today have ameni-
ties beyond what would have
been imagined even five years
ago, keeping up with the new
amenities and being able to
provide the personal service
today, goes well beyond the
showroom floor.
The sale doesnt end when
the consumer drives off the
lot.
Salesman Ron Johnson hasworked at Jim Clarks for 18
years, and has seen the tech-
nology in todays vehicles is go
from the phenomenal key-less
entry to automatic start and
cars that will warn you if you
cross the yellow line.
In his career he has watched
it go from one computer in the
entire building to WiFi
hotspots in the car.
It never ceases to amaze
me. Five years you could bare-
ly imagine an iPad now the
touching, the swiping its all in
the dash of the car, Johnson
said. Theres software updates
now they are downloading to
your vehicle by satellite. I am
curious to see what is next.
As those in the industry
learn, nearly on a daily basis,
the new amenities, they have
to find ways to pass the infor-
mation on to the consumer.
Thornberg said they now offer
continuing education when
someone purchases a new car.
That continuing education can
last a long time. Theres a lot of
features that people dont even
think about using for several
months after actually purchas-
ing the vehicle, but they can
always head over to the dealer
and have someone show the
how to operate one of the
computerized amenities. Like
Johnson, hes not sure where
the technology will lead.
If the public will accept it I
can see where cars will drive
themselves I see the tech-
nology being available to dothat, he said. I kinda hope
not though I enjoy driving.
No matter how sophisticat-
ed the product is, selling it still
requires adhering to some of
the basic sales rules.
At the end of the day Im of
the Keep It Simple Stupid
mentality. Our role is to help
people get what it is they are
looking for to suit their needs,
Thornberg said. At the end of
the day what they want hasnt
changed a lot.
A typical day for him is
spent walking around talking
to the customers and employ-
ees. Small piles of paper are
scattered about his desk, but
that is not at the top of his pri-
ority list.
He says that none of the
paperwork is important or
would even be there if the pri-
ority wasnt the customer.
None of this other stuff
matters if the customer isnt
happy with their experience,
he said.
For Johnson a typical day
doesnt exist. Theres a big
difference between what hap-
pens and what you plan on
happening, he said. Most of
his customers are customers
with appointments with return
clients and referrals.
One day he may be at a cli-
ent home setting up a garage
door opener, the next he
might be driving them to work
after they drop of a vehicle for
servicing,
With all the advancement in
the vehicles, there is still a
need for servicing, but fewer
people are able to jack up the
car in the backyard and ser-
vice their own vehicle. Down
the street from Jim Clarks is
the new Dick Edwards dealer-
ship where Mike Schultze,
parts and service manager,
dispatches vehicles to the
proper technician to work on
it.
Internet focusfor car dealershipsVehicle purchases much different
now than a generation agoBy Gail [email protected]
Taylor Svitak, a technician at Dick Edwards works on the front brake system of an F150. Gone are thedays that a mechanic can easily jack up a car in the back yard and make what used to be simple repairs.Mechanics have given way to licensed technicians who make necessary vehicle repairs.
The transparency of this business isincredible. Eighty-five percent of the peoplewho purchase a car today will shop that car
on the internet.
WILLIETHORNBERG
Manager at Jim Clark Chevrolet-Cadillac
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8/13/2019 The Daily Union - Outlook 2014: People - Private Sector
7/8
The Daily Union. Saturday, Feb. 8, 2014 7D
He makes it clear these are not
mechanics that he works with they
are technicians who are educated
and receives continued education to
work on the sophisticated computer-
ized vehicles that roll into the bays.
Theres a lot of continuing educa-tion. The day of the backyard
mechanic is gone, Schultze said.
Some of it is just not do-it-yourself,
there can be danger involved. With
the gas hybrids if someone gets under
the hood of a hybrid and messes with
the wrong connector, its going to kill
them.
He grew up around cars, his father
was a mechanic, and his grandfather
owned a Ford dealership, but the
most significant changes seem to
have come in just the past five to 10
years, he said.
When I was in high school you
drove through the parking lot and
saw old farm trucks, there wasntanything new. I go through the park-
ing lot today and good Lord these
kids have nicer cars than I got, he
said.
Just as the cars have become more
sophisticated, so has the level of edu-
cation and skill level of the techni-
cians who work on the cars.
A potential technician has to have
the right mindset and be ready for a
lot of continuing education and train-
ing.
Just as the work being done on the
vehicles can get complicated, there is
also a system of paperwork that gets
tied up in each repair or work order,
and only certain people can do cer-
tain jobs.
I cannot do any warranty work for
any manufacturer unless I have a
trained technician, he said. When
you run a warranty job it has to be
pre-approved.
There are forms to fill out, pictures
to send and approvals needed before
a technician can work on a vehicle.
With up to 1,000 vehicles going
through the garage each month, a lot
of time can be spent on paperwork,
but seldom can Schultze sit down
and finish one project.
A typical day for him is complete
chaos, he said. I typically get here at
7 a.m. and make sure everything is
open up, my advisors get here at 7:15
and we open for business at 7:30
from then on I am on a dead run
starting with dispatching the (vehi-
cles) to the proper technician.
With every part of the auto indus-
try keeping up with continuous
advancements in technology, the job
of a car salesman or a mechanic has
considerably and those in the indus-
try are along for a ride that has not
roadmap.
Well just wait and see what the
future holds, Schultze said.
Willie Thornberg, general manager; and Ron Johnson, sales and leasing professional, at Jim Clarks Chevrolet-Cadillac, show off one of the new vehicles they haveon the showroom floor. The two have seen tremendous changes in the sophistication of the vehicles they sell from when they started in the industry.
AUTOContinued from Page 6D
my, to just let some things go
and be stable. But I think if we
want to start seeing us turn the
corner we have to start putting
more effort into it, she said.
No matter what is going on
with the revenue, whether the
organization is raising funds
for the arts, soldiers, or the
homeless, the basis of the
organizations are the same
meeting the needs of a specific
group, that requires energizing
the funding base.
It really takes our connect-
ing with internal leadership at
some of our larger employers.
If you dont have the energy
and support at the top level of
leadership, youre not going to
do well, Cray said.
To energize the base, the
leadership of the organization,
the staff, and the volunteers
need to be energized, which
Cray and Iwen are.
Both of them cited a belief
in the missions of their organi-
zation as the key to guiding
and keeping them working in
an industry that requires long
hours and chaotic days.
For me it is the fact that the
work that I do makes a differ-
ence in the lives of the people
I serve, Cray said. I get to
work with people; my board of
directors, the volunteers, the
agency directors, these are
people who are willing to roll
up their sleeves and make
good things happen in our
community.
To be successful, relation-
ships have to be fostered and
the community needs to con-
tinuously be aware of the orga-
nization and what it does,
which can lead to pretty cha-
otic days. A typical day for
Iwen recently started off with
answering phones; responding
to e-mails; getting reports sub-
mitted; finding someone to
pick up chili; and getting vol-
unteers in place for the Royals
Fan Fest fundraiser in Kansas
City, at the new-soldier net-
working function at Rileys
Conference Center, and at the
USO center all before 10
a.m.
Its controlled chaos and
its fun, she said.
But it is also very different
than the for-profit industry
from which she came. A com-
mon misconception that peo-
ple have is that the non-profit
world can and should operate
under the same business mod-
els as a for-profit, if they did
they would be for-profits.
The biggest difference from
the for-profit to the non-profit
is basically doing the same job
without a paid staff that is one
of the biggest difference;
accomplishing a mission with
donor dollars and a volunteer
staff, Iwen said. But it is also
an opportunity to approach
and engage with every walk of
life.
At the end of the day, the
mission of the non-profits is
the guiding force for their
directors.
The most rewarding part is
being able to deliver the mis-
sion to lift the spirits of the
soldiers and their families,
Iwen said. I love to see the
smiles on their faces.
ROADContinued from Page 2D
Ailleen Cray, executive director of the United Way of Junction City and Geary County, works with non-profits in the region that continueto face difficult financial times following years of recession.
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8/13/2019 The Daily Union - Outlook 2014: People - Private Sector
8/8
8D The Daily Union. Saturday, Feb. 8, 2014
have no life of your own ever, she said.
Dudley also learned aboutthe long hours that go intooperating a business.
His day typically starts at 6
a.m. with exercise.Then I go down to the
store, so much is driven inthe day by either what didntget done the day before or
what I have to get donetoday, or what is coming uptomorrow, he said . I amlike most small businessowners. You have to be aJack-of-all-trades. You haveto be the person to clean thebathrooms, you have to bethe person to vacuum thefloor, you are the person tak-ing the trash out, you are theperson helping unload thetruck when 10 palates show
up.Keeping up with the day-to-day work is only onepiece of the puzzle. Thesmall-business owner has toalways be thinking a stepahead.
Dudley said often peoplethink as long as their cus-tomers are satisfied theyredoing their job.
Thats not good enoughanymore. You want yourcustomers to be raving about
your business, he said.For every customer who
walks into the door there is adifferent sales approach.Dudley knows many of his
customers and because ofthat he often has a prettygood idea what they want, or
who might need a little of hiscreative eye to put together acenterpiece, or new displayfor the foyer. Before Gather-ings on the Prairie hadbecome a favorite stop forKansans from as far as Great
Bend and Liberal, Dudleyfaced the question of start-ing a business such as his inJunction City.
There were some naysay-ers, but he had given somereal thought to his marketingplan.
We are really fortunatebeing right on I-70 and soclose to K-State. Wichita has
a large contingent of K-Statesupporters and when theyknow we are five minutes offthe interstate, they can stophere, he said. I knew forthis business to survive wecould not just count on localtraffic. On an average day,about 80 percent of our busi-ness is not local business.
He anticipates that hislong distance customers willcontinue to be the mainstayof his business.
When he opened thedoors in 2003, he enlistedthe help of a few friends
whom he knew liked to shop
to send out about 400 post-cards.That was the start of a
mailing list that has sincegrown so far out of control itmade more sense to dropdirect mail marketing.Today, hes got a website andis on social media, but hasnot delved into online salesthat many industries areturning to.
If someone calls and saysthey were on the websiteand they saw somethingthey like, I will ship it out,but selling online is a com-pletely different kind of busi-ness.
I am still trying to masterthis one and not wanting tostart a new one, he said.
While there will always bemore to learn, Dudley hasclearly put his business onthe right track which is
where it is be cause of a posi-tive attitude that translatesinto personal attention to his
customers. He loves helpingthem find the unique piecesthat are exactly what theyare looking for.
What I enjoy is buyingstuff and then helping peo-
ple find what works forthem, he said. And I reallyenjoy talking to customers.
He would just as soon notworry about t he paperwork,and will walk away from itin a heartbeat if it meanstaking time to spend with acustomer. His office hasended up in a satchel that
goes with him everywhere.My office is in my shoes,
wherever my shoes are atthat is where my office is atbecause usually my satchelis with me, he said. It
scares me sometimes think-ing that is how I run thisbusiness but is very seldomthat I have enough time tosit down and do a task com-pletely.
Spending time with thecustomers is as important asmaking a sale.
It helps keep him in tuned
with what the cus tomerwants, which in turn helpshim, keep the merchandisefresh and interesting.
I think generically whenyour business becomes stag-
nant your customers donthave a reason to come backin, he said.
Down the street andaround the block Stockford
would agree that jus t talkingwith the custo mers makesthe business worth the timeand it is what keeps heropening the door.
I like the people, thereare a lot of people I dontknow their names but Iknow their lawn mower andI know their dogs, she said.People come in and we just
talk if I could I would have alittle potbelly stove, a check-er board, and coffee pot. Ilike the mom and pop feel.
Whether a business owneris selling lawnmower parts,or home interior pieces,Dudley and Stockford agreedthat the focus is always onknowing the customer.
Mary Stockford, owner of Reliable Small Engine Repair, looks over the inventory on hand for sale and for use in repairs.
RETAILContinued from Page 1D
www.DickEdwardsAuto.com
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Rural Center Elementary (K-5)
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USD #473 Vision - Students empowered for life-long learning!
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