Sometimes, the obvious ‘authorized’ solution is not the best solution. Sometimes, the best solution is where small and nimble is way better than huge, well-resourced and all-powerful.
Specifically I’m referring to the level of customer service, expertise and attention you can get from independent small business owners.
Recently I managed to spill half a cup of coffee onto the keyboard of my MacBook Air. I rely on this laptop heavily so a quick fix was needed. First, let me tell you that Plan A, the solutions you find online, WILL NOT WORK. Turn it upside down for 4 hours, blast it with air, don’t blast it with air, use a hair dryer, yada, yada, yada. At least, they didn’t work for me.
Calling Apple (Plan B) produced a few options: 1) Bring it to a local store; first available appointment was 1-2 days away, in a location 30 minutes away. The likely scenario was that they would then send it out for repair. 2) Ask for a special shipping container so you could send it directly to the Apple repair facility; minimum time 5 days. Both were not guaranteed solutions, either would be $500+ and at least 5 days, not an acceptable outcome. In any case, I would be one faceless customer among many, talking with employees who were bound by corporate policies and guidelines and who probably don’t have skin in the game.
Since the laptop was out of warranty I went with Plan C: a small local independent computer repair shop, inconspicuously located in a strip mall next to a local WalMart (no glass design and wood floors here; just a linoleum floor and a counter inside the door). These guys listened, understood my situation, and offered an option that would use cannibalized parts from a donor laptop for anything I needed, in lieu of waiting for new parts. 90-day warranty. $300 (ok, actually $299). Turns out I needed a new touchpad and a few other parts I don’t understand. They had this thing turned around within 4 hours; picked it up the same day. Works perfectly.
What’s the point? According to the Small Business Administration, small businesses generate 44% of economic activity in the U.S. (GDP), and a large share of new job creation. To ensure their very survival, they need to provide some sort of advantage against their competition, including better resourced large companies – – advantages such as selection, location, consultative guidance, price, customer service, etc.
Do you really think Dylan over at the Genius Bar is going to be as committed to your satisfaction as a business owner who relies on reputation and word of mouth?
As a consumer, you can benefit by finding and leveraging the strengths of small independent businesses – – it could be a computer repair shop, car repair, plumber, coffee shop, whatever. Online sites (like Angi and NextDoor) are making word of mouth easier.
As the owner of a small independent business, I can attest to the need to bring your best game every single day.
So next time you need a service, why not give a local independent business a shot? You’ll be boosting the local economy, helping a business owner meet payroll, and you might just get the solution that best fits your needs.
Just remember that if you visit your local independent coffee shop, put a lid on your cup.
The Armchair MBA 