By Linda Whitmore
Acknowledging that “we have quite a few businesses that are struggling right now,” Stacy Palmer, Silverton Chamber of Commerce executive director, says the organization of merchants and other businesses aims to continue to serve and strengthen the local community.
“We want to be known as the advocate and resource for business – that’s our mission,” she said.
Sometimes the Chamber works one-on-one with business owners and sometimes it conducts group training sessions on strategies for success.
“What we’ve found is the businesses that don’t have an active marketing or business plan – a plan of what to do in difficult times – are the ones that are struggling,” Palmer said. “Everybody needs a backup plan, whether it’s in business or life.”
To help, the Chamber is calling on its members with expertise in a number of areas to develop a program to train people on how to write a business plan. Laying groundwork is key, Palmer emphasized.
“Too many business people think ‘if I have inventory and open my doors, they will come.’ But in a tough time, you need a plan.”
She encouraged all business owners to attend the Chamber’s weekly 8 a.m. Wednesday morning Merchants Meetings where information is shared and connections are made through networking.
In the past, the Chamber has hosted a focus group to help business people looking to improve their bottom line by expanding or reducing the merchandise or the services they offer. It also works with individual owners to help them query their customers about their needs, which is essential to fulfilling those needs.
When asked to help, the Chamber has gone in to businesses to look closely at operations, even the books.
“Sometimes an outside view is not as emotional as it is with the owner,” Palmer said.
The analysis might reveal overlooked cost savings – such as discovering the business is paying too much for its phone service or shipping – or suggesting opportunities for expansion that the operator hadn’t considered. A coffee shop might expand into serving lunch or a merchant might decide to extend hours to better meet customer needs.
Finding out what those needs are is imperative to success and today technology is an important part of the solution.
“It all comes back to communication, so what method is best for our members?” Palmer said. “Ultimately, it might be several methods.”
Palmer recently attended the last of four annual sessions for executive directors on Chamber success. “This year the focus was on technology,” she said. The training included a great deal of information on using “social networking sites” such as texting and emailing in addition to Web sites, to distribute information.
The Silverton Chamber itself launched a new Web site a few months ago where members can offer “hot deals” and update information about their business’ activities and promotions. After a recent forum on making better use of this format, members reported positive feedback, she said.
The basic fact is that business needs customers in order to succeed.
“We’ve done a good job advertizing outside the community, but we need to promote Silverton to Silverton,” Palmer said. Residents need information about what is available to them locally and they need to make use of these goods and services.
The Chamber’s programs and information are not only for merchants, they are helpful to service providers as well. For example, Palmer said builders and remodelers, who are experiencing a serious downturn in construction are working together now to find work in difficult times. They are thinking about having a home-improvement show and are looking at combined advertising to attract local customers.
To help members with problems the Chamber also offers professional guidance from tax preparers, bankers and other experts who have offered to their assistance.
In addition to working with existing businesses, the Chamber is trying to strengthen the local economy by encouraging new enterprises to establish in Silverton.
The Chamber is posting available properties on a Web site listing with a goal of recruiting business.
“We’re constantly networking with other communities,” Palmer said. “Sometimes what’s working in other communities would apply here.”
The Chamber also identifies funding that could help a business relocate, such as revolving loan funds for façade improvements, she said.
“Some of the best recruiting is finding successful shops in other areas and saying ‘have you ever thought of having a second shop in Silverton?’”
The Chamber is also focusing attention on industrial areas to help development of a strong employment base.
Today’s economy can actually be an advantage for attracting manufacturers to the city’s industrial zone. “Some are downsizing and we’d be a fit,” Palmer said.
The goal is to draw industry that fits into the Silverton community. “We’re looking for like businesses – such as nursery products because we’re Oregon’s Garden City, food processors, agricultural businesses like seed cleaning.”
Having similar operations close together is an advantage for all of them, she said. They save money by decreasing transportation costs.
“Sometimes our greatest recruiting is from existing businesses,” who tell the Chamber what they need and who could fill those needs.
The Chamber’s duties of strengthening existing commerce and industry and recruiting fitting adjuncts, are in addition to its responsibility as an advocate for business, Palmer said.
The Chamber needs “to be at city council meetings, sit on boards – to know what’s going on and let the business community know. We’re there so they don’t have to be.”
“It’s a matter of working together for the community,” Palmer said.
