Pace Robinson, Dottie Ramsey and Joan Hatcher from Modern Supply in Knoxville, Tennessee, recently gave me an interview where I asked about what they were doing that is working so well.

Pace Robinson, CEO, and Dottie Ramsey, President/COO, of Modern Supply.

Founded in 1949 by Pace Robinson’s father, the company had been successful by following a more traditional format of appealing to contractors and plumbers who were predominantly male-oriented, conservative and established. Modern Supply’s success came from providing quality kitchen and bath supplies at competitive prices to serious business people.

With the shift in the economy during “The Great Recession” which we’ve been going through, the company realized it needed to expand and broaden its offerings. They needed to try some alternative approaches. That’s when Pace, Dottie, Joan and others at the company put their heads together and developed an approach that is quite different from what others in the industry have done. To say they “think outside the box” is like saying a car is slightly different from a horse for transportation!

Making the Change 

About a year ago, the company decided to alter their image and focus on that segment of the market that makes about 86 percent of buying decisions, particularly for kitchen and bath — women! They still work with their beloved and long-time customers who are plumbers and contractors, but now they have a showroom that makes a special effort to appeal to women.

As part of that shift, they created a fictional “employee” named “Modern’s Millie” who helps them with social media, appears at various community gatherings, charitable events and other conspicuous places. They have also changed their website so it includes plenty of graphically appealing Flash code, a 360-degree view (you’ve got to see that!) and leverages technology.

What they have done is to retain the sound business relationships they’ve had for many years and expand into another market that had not been served as well. After a year of working with “Millie” they have seen new business open and sales are increasing.

Shift in Image

Business requires a fresh new outlook on a regular basis. As Modern Supply shifted their image and focus on the world to offer new, innovative products and marketing, we all must do that with our businesses. Bounce over to www.modernsupplyshowroom.com and check out what they have. You’ll be delighted to see what they are offering and how it is presented. When you get to the website, keep in mind that this company has been around for a long time — but they realized they had to change. Yes, it took some learning and they tell me they’re constantly learning new ways to meet their customers’ needs (aren’t we all?).

Here are some key steps I’ve learned from talking with Dottie, Pace and Joan that can benefit you:

• Be willing to change as the market changes — We can’t be locked in the way “it used to be” long ago — even if “long ago” is a year ago.

• Find what the market wants and embrace that — The research Modern Supply conducted showed that women — people who want what they have and are ready, willing and able to spend money for it — used social media. So, the company embarked on a mission to learn social media and then brought in “Millie” to head that up. New face. New approach for the company. Profitable venture.

• Keep tweaking and adjusting — The market keeps changing and you have to as well. What is working today is good, but never sit back and think you’re finally set and don’t have to adapt anymore.

Somehow I think “Millie” would be winking at you and encouraging you to go for it!