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PAGE, 8, WInTBY MRE PRESS. WEDNESDAY. OCTOBER 17.1990 eil Building permits setrecr By Mike KowalskI Whitby Mayor Bob Attersley is ecstatic over the latest Town building permits report. According to figures released by the public department, Sepember was the best month on record for development in Whitby. Last month the Town pro- cessed $42.2 million worth of permits, almost triple the value of August's $15 million. Residential permits accounted for'a whopping 93 per cent of the total value, $39.5 million. Permits were issued for 46 single.famnil link houses in the Landniarkdevelopment on Ross- land Rd., east of Garden St., and 309 condominium units, repre- senting the second-phase -of the Sailwinds development on the lakefront. To date Whitby has issued permitsfo 1,081 housing units, compared to 1,042 in 1989. While pleased with the amount of housing beingi. built in Whitby it is industrial and commercial developnient that really has the inayor-baming. The value of industrial permits issued for 1990 is $29.8 million, almost triple last year's $10».2 inilion figure. «We've not had an amount that high since rve been mayor. That's the best nine-month in- dustrial total in the Town's his- toryP» said Attersley. Major projects su.ch as the McGraw-Hill yerson warehouse and offfice complex on Water St., as well as expansions of Atlantic Packaging on Thickson Rd. and Baîl Packaging on Wentworth St. account for most of the industrial permits. The remainder of the indus- trial and commercial develop- ment is generally evenly distri- buted throughout the municipa- lity~ said Attersley. "Overail we mnight be in a por economy but people are stili in- vesting in Whitby,» said Atters- ley. He attributes Whitby's success to an aggressive economic deve- lopinent department that trys to attract a broad scope of industry to the town. "We don't want to get tied in with one industry like General Motors. Nothing against theni, they're a good corporate citizen, but it's to the Town's benefit to have a variety of industry.» Attersley points out that the more industrial and commercial development ini the Town, the greater benefit to taxpayers. . It drifts the tax, base away from. the home owners," said Attersley. As .of the end of Septemiber, Whitby had issued $184.6 million of permits. Last year the figure was $175.5 million. Midnight ma-dne-ss The Whitby Dowr.town Busi- ness Improvement Association (DBIA) will hold a 'Midnight Madness Sale'eou Friday, Oct. 26. Thirty-four businesses, identi- fied by black and and orange balloons, will participate in the morning-to-midnight sale, and merchants wiII be distributing free Halloween treats. Lenny & the Top-Hats will be entertainiflg at various locations downtown from 6 to 9 pm. Free pumpkins will be avail- able (quantities limited) after 6 streets, next door to Brass Delights. Glow chains will be sold at varlous locations. 1 And there will be draws for' downtown dollars, with $250, worth as; top prize, $150 forI second and $100 for third. a, GARBAGE BAGS Extra large size - 43"1 X 4811, Super Strong each 'MAINTENANCE LTD. 500 HOPKINS ST., WHUTBY 666-1224I SPECIALUZING IN CUSTOMUZED HLIG S pace Age Shelving, the shetving spe- cialists, get you organized quickly, easily and economicatly with a complete uine of customized shelv- ing that's exquisitely designed to make the most out of any space. We also provide f ree in-home design consulting services, instal- lation if you need it, and a guaran- tee on ail our quai ity products and workmanship. u " I I I u Whftby 80 Thickson Rd. S. (416) 430-1636 - SPACE AGE SHELVING - Ho t aheve qualy customer care* It is often difficult for you, as the owner of a small business, ta articulate how you would like ta see your customers treated. You know initially how ta do it -- you do it yourself -- but itVs not easy communicating that ta employees. For Peter Woolford, vice president of the Retail Council of Canada, quality customer care begins with basic sales techniques. Many smnall businesses cannot afford ta train employees, so an owner may spend an inordinate amount of time ensuring that staff are willing and able to care for customers. 'Tou need ta know the products and know what customers need," say Wolfod Fitting the two toethe is the essence of serving a customer. Basic sales techniques like cross-selling are also interpreted by the customer as a willingness to serve. In Woolford~s worda, today's customers are "time-poor" and the products more sophisticated. So you need ta, be able ta explain the product ta customers, instruct them on its appropriate use and its suitability ta theni. %danadians are also very aggressive price-shoppers. Tis tends to cut both ways. On geene or brand name items that need little explanation -- such as popcorn -- price will compleey determine point of purchase. But in areas such as clothing, customer care may be more important. The challenge is ta, communicate ta employees what is unique about your business. Why are you different? Armed with this understanding, they can take advantage of the personal relationship they build with custamers. When writing up the sales slip, you can alert customners ta the arrivaI of new stock. Having them put their name on a mailing list is still an excellent method of including them in your business. It shows you care. You want them ta have first chance at a special offer. Caring for your customer can be as inventive as you are. Many marketing tips have been reported -- from couponing and direct mail to sending birthday' carda ta every customer. The more ways you can care, the more growth you wifl experence in your business. There may be only one simple râle in achieving customer care: exceed your customers' expectations. First, you must understand why customers visit you. Then, you must find the "pleasant surprise" that they doe not expect. For instance, customers may expect free coffee in a tire store, but they do not expect cappuccino. A bargain warehouse customer does not expect ta be greeted at the door. StilI, these* small touches positively change customer, perceptions of your business. Once you have established a customer care standard through; good service and a few pleasant surprises, set a new standard. Customer care' expectations. change as you offer more care. By. constantly increasing your level of care, you soon find your market: share may increase.. Your*, customers will tell their friends. Managing customer care is, essentially managing the relationship of people. It's difficult ta, do at the best of times, 'but its rewards on a personal and financial level are great. "Betieve me. That produci is perfect for yau. Our motta is that the retailer is always right-the customer seldom is!" -- -fit- j CLEAR [YOUR BUSINESS 1