Page 114 - Lighting Magazine January 2019

retaIl spotlight
“Our customers aren’t shopping on the internet, they’re buying from real people. They chose us for a reason and I want them to know they made the right choice.”
stellAr service
“Our customer service is second to none in this industry,” he comments. “We stand behind every product we sell. Our customers aren’t shopping on the internet, they’re buying from real people. They chose us for a reason and I want them to know they made the right choice.”
Willoughby recalls a time he purchased auto- motive lacquer and personally hand-lacquered 15 recessed trims for a house project because he did not want the customer to have to return in a year to buy new trims due to salt corrosion from the coastal environment.
“I’ve rebuilt xtures for customers,” he comments. Going the extra mile is essential for maintaining cus- tomer loyalty. “I want the customers to remember that I took care of them. This business is my life and my reputation.”
Even the way the store’s phone is answered has been tweaked by Willoughby. “The only time a call should be transferred is if the person calling has asked for that,” he explains. “The customer needs an answer right away, so I make sure all of our em- ployees are able to answer any question.”
During an Open House event for interior design- ers and builders, Willoughby eschewed catering the event, preferring to have the sta (including himself) do the cooking and serving. “We cooked a roast and baked cookies right here in front of them,” he says, motioning to the kitchen area that serves as hospi- tality central. “Anyone can order a sandwich tray,” he comments. “The personal touch is something we really believe in; it puts us above the internet.”
Product selection is also part of the equation. When Willoughby a ends Market, he examines each item he is considering carefully. “First, I’m look- ing for quality. Then I look the price,” he explains. “Can I sell it at that price in my market? Is it worth that dollar amount to my customer?” He is par- ticularly mindful of budget, even though Smith has pre y much given him carte blanche. “Brent and I have become close friends over the past six years and have built a great relationship. He’s put a lot of trust in me,” he states.
Ultimately, Willoughby’s success is summed up by his advice to others wishing to open their own busi- ness: “Earn people’s trust, be honest, and deliver what you promise.” 
abovE: Some of the wall art sold through Charleston Lighting comes from a li le-known vendor who literally sells artwork from his car. This helps keep merchandise unique to the show- room. Reproductions of historic South Carolina and Charleston maps are particularly popular with customers.
The inset path of wood ooring is a new addition. Willoughby came up with the idea to promote natural tra c ow throughout the showroom plus help lead customers through the doorway into the ceiling fan and outdoor lighting room.
100 enLIGHTenment MagazIne | January 2019
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