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Spirit of Jefferson Farmers Advocate
Charles Town, West Virginia
April 17, 2012     Spirit of Jefferson Farmers Advocate
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April 17, 2012

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I SECTION Wednesday, April 18, 2012 J EFI~JF.I~O~ J J See Page 1)9 l " Over the past few months we've made ~me interesting observations here at the Consultant's Comer. In our first col- tram, "The Five Pillars of Growth," we discussed the dismal statistics business Owners face if they wish to survive and make their businesses thrive. We also introduced the Five Pillars of Business (~rowth: 1) The Customers Experience, ~) Make a Profit. 3) Own a Business - liOt a job, 4) Manage Systems, Lead Peo- Ole, and 5) Make Time for the Business of Business. In the next two columns,' 'Own- or Time Choices" and "Investing Time - Three Steps to Growth" we discussed the rhost valuable t~l on the own- er's workbench: time and the choices made for its use. Now we are rFady to begin the next leg of our business- ~rowth journey --; the customer :! experience. If you're like most business owners, you probably believe what your customers buy is simply the product or service you provide. Although this is certainly true, it glosses over a far more important fact: c~ustomers have many options available when it comes to fixing the problem your product or service solves (all prod- ucts and services fix a problem). So the question is, why do they choose to buy your product or service? What is the "tipping point" that causes customers to call your office or grace your store with their presence? It is called The Custom- er Experience - the First Pillar of Busi- ness Growth. The First Pillar of Business Growth states: Customers do not buy your prod- uct or service. They buy the experience of purchasing that product or service you're your business. The Customer Experience is the cen- tral pillar of the Five Pillars of Business Growth. It is the central theme, the core tenet of a phi- losophy that alone can com- pletely change the direction of your business. Your customers do not simply buy the product or service your business sells. They buy the experience of purchasing that product or service from you and your business. To illustrate, let's take an imaginary stroll down Main Street USA. The street is perfect Americana paved, side- walked and maple-lined. There is, how- ever, one oddity to this nostalgic para- dise. Instead of a butcher, barber, gro- cery, and pharmacy, all the shops in this small town sell the exact same product or service -- the same as your business and all for about the same price. DO you manage a bank? Well, so does every other business person on Main Street. Own an auto repair shop? Your Main Street has at least 12 others who do the exact same thing. Maybe you're a retailer, physician, realtor, electrician, plumber, journalist, painter, or accoun- tant. If so, you're in good company. Ev- ery other owner is in the exact same business ! So, here's the question: Why should shoppers buy from your business? All the stores on Main Street sell the same product or service as you. The inability to compete on price -- generally a hor- rible idea anyway -- means a fire sale cannot steal business from others. This imaginary Main Street paints a precise frame of the reality in which your business exists. When customers have many options available to purchas- ing a product or service they are no lon- ger purchasing that product or service, per se. They purchase the experience of buying that product or service. In oth- er words, the "tipping point" causing a customer to choose one business over all others is no longer the tangible prod- See EXPERIENCE Page D10 Fitting patients with spectacles and contacts and caring for other vision needs PHOTOS BY ROBERT SNYDER keeps Dr. Richard C Rebuck busy at his practice in a Mildred Street shopping center in Ranson Optometrist Richard Rebuck sets his sights on Ranson CHRISTINE MILLER FORD sonburg, Va., in rural Grant Coun- Spirit Staff ty andatthe Martinsburg Mall. RANSON- Though he earned a He came to the profession after degree in business administration first studying accounting at Buck- straight out of high school, Dr. nell University, the private liberal Richard C. Rebuck soon settled on arts school founded in 1846. a different vision for his future. Rebuck was recruited by the A career as a health care profes- Lewisburg, Pa., school's track sional seemed like the right path and field coaches. He spent count- for him, explained Rebuck, who less hours practicing year-round practiced as an optometrist in Vir- throughout his time at Bucknell ginia and elsewhere in .West Vir- and for many years held the univer- ginia before opening a practice in sity's record in the javelin throw. Ranson late last year. After completing his degree and "Charles Town has optometrists working for an accounting firm but there were none at all in Ran- in his native state, Rebuck found son," said Rebuck, who chose to himself unsatisfied. He began to open up his business, Rebuck & consider health care as a better op- Associates Eye Care, at 805 N. tion for earning his livelihood. Mildred St. "My older brother was in med- His office is in a busy shopping ical school, studying osteopathy, plaza near Subway, CVS and the at the time, and so I started look- U.S. Post Office. ing at something in a similar field Before setting up his practice - dentistry, podiatry. I looked at a in Jefferson County, the 44-year- number of possibilities." old native of Shippensburg, Pa., worked as an optometrist in Harri- See EYE Page D9 Few patients complain when Rebuck's friendly, sweet-natured pup Blondie accompanies the optometrist to work. Among the offerings at Ranson's Rebuck & Associates Eye Care: vision plans for business- es, whether large or small. A roundup of locals' latest news New agent: Tony Jamison has joined the sales team at Weichert Realtors. A real estate agent for six years, the Bakerton native will work throughout Jefferson, Berke- ley and Morgan counties. He is a member of the Eastern Panhandle Board of Realtors. He is as an ambulance lieuten- ant and firefighter with the Friend- ship Fire Company of Harpers Ferry and also serves as a coach and manager in Jefferson County Little League. Before his career in real estate, Jamison counting manager. The Weichert agency is owned by Lewis. It's headquartered at 62 Warm Martinsburg. Tony Jamison was a credit and ac- broker Machelle Springs Ave. in Shepherd names music chair: Robert Tudor will be- come chairman of the Depart- ment of Music and associate pro- fessor of music at Shepherd Uni- versity on June 30. Since 2006, Tudor has served as chair of the Division of Music in Florida at Jacksonville Uni- versity. He also is an assistant professor of music and director of music theater and opera. Tudor has served as assistant dean at the Levine School of Mu- Robert Tudor sic in D.C.; assistant director of the Association of Boarding Schools; and as programming assistant at the Clarice Smith Performing Arts Center in Col- lege Park, Md. He earned a bachelor of music degree from Stetson Uni- versity in Florida, a master of music degree in voice perfor- mance from the University of Miami, Coral Gables, and a See BRIEFCASE Page D10 I