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Nothing sparks the imagination of kids (and kids at heart) like Superheros! Perhaps you were a fan of Superman, Batman, Captain America or Wonder Woman. I, being a sucker for sarcasm, have a special place in my heart for Captain Obvious. (BTW - It's perfectly fine if you don't believe in superheroes. But I implore you embrace the lessons we can learn from their mythical exploits.)

So imagine my surprise and excitement when we were paid a visit by my hero, Captain Obvious, here at our Red Bank Queen Vacuum location!

With his penchant for finding amusement in what is, well, obvious, I was anxious to see what declarations he would make in MY store!! Considering I have something of an anal-retentive personality and am incessant list/sign-maker, I was confident he'd uncover something ludicrous.  I anxiously watched as he paced the storefront, his masked eyes scanning every nook and cranny.

I was aghast as I watched his strong jaw clench and crimson flow into his complexion. He's getting irritated! How can this be? Surely I have offered him something at which to scoff. What about the little sign attached to the lamp in the front window that says "we fix lamps?" I asked myself. Or the lighted "Miele" sign? Surely that conveys we sell new Miele vacuum cleaners....like duh!

Soon Captain Obvious managed enough composure to verbalize his frustration with me. Between gritted teeth he uttered "Do you realize...that NOTHING...in this store...is...OBVIOUS??!! What am I DOING here? You have completely wasted my time!!"

"Captain," I said "please don't say that...uh..um...You must explain! I mean, this is a vacuum store, so why would I post signs that say 'we fix vacuums' or 'all vacuums are new'? All of that is obvious, is it not?"

"It's NOT, you imbecile!" The Captain shouted. "How is a customer supposed to KNOW what you do or don't do if you don't TELL them?!

At this point he just let loose. His remarks were hard to swallow, but I knew he was only trying to help. His criticism could let me see how I could help my customers and, ultimately, grow my business. I just had to open my ears and bite my tongue.

The Captain continued his rant. "Your business name is Queen Vacuum & Sewing Machine Company...how are folks supposed to know that you FIX sewing machines, but don't sell new ones, nor thread or zipper feet for that matter? When they walk in, tell me what would give them the inclination that you fix blenders, blow dryers or fix old vacuums of all types? How would they know you are an authorized warranty station for a dozen major vacuum brands? Does their crystal ball show how you'll spend an hour with them helping them pick out the right new vacuum, then patiently instruct them how to use and maintain it? Get real."

"No sir." I said disheartened.

"The FEW signs you have displayed, that have any relevance, merely state something that your customer would have absolutely NO way of knowing! They are important and informative, but not my, Captain Obvious, style.  How about you work on getting rid of the hideous signs that are outdated, and put up some new signs that help your customers navigate, as well as enlighten them as to the helpful services you do provide."

"Yes sir." I said timidly glancing at my feet, embarrassed.

Captain Obvious then seemed to settle down. With a crooked finger he then tipped up my chin so that I could look him square in his steadfast eyes. "Rachel," he said "you and your husband have built a strong business. You serve your community well but I know that you both want to do better. I understand that you juggle dozens of jobs in the front and back end of the business, not all of which come easy to you. But please forgive my harshness and take my advice. Step back. Take a fresh look at your store and imagine you ARE your customer. You offer so many products and services that could solve many of the dilemmas they face in their daily home life - think of how you can clearly convey that information to them. And take it from me, it's better the state the obvious, than to assume something's obvious. We all know what happens when we ASS-UME..."

I couldn't hold back and flung my arms around his strong, spandexy neck. "You're my hero!" I exclaimed, then shrunk back sheepishly as I realized the cheesiness of my display. He chuckled. (And I think I detected a faint blush in what I could see of his cheeks.)

As Captain O wished me well and strode out the front door, I felt an unusual sense of excitement bubbling up in my heart. I had expected to feel discouraged after being told of the unfortunate state of my storefront, and realizing all of the business I had probably been missing. But instead I felt proud; reminded that despite all that, I'm still a business owner doing what I love and am surviving nicely in a tough economy. I get to work with my loving husband, as well as great friends, every single day.

But before the Captain had completely left my sight I had a vision of my store as it was TO BE! In the near future I saw greater efficiency in store layout and back-end logistics. The lighting, fixtures and store graphics all helped my customers navigate and highlighted the products best suited for their needs. The store still conveyed a comfortable, nostalgic feel. But it was also intuitive, professional and BEAUTIFUL!

Yup, Queen Vacuum is embarking on an exciting transformation! Although it may take a little while to attain our vision, we think you'll be delighted with the results. So visit us in the meantime and feel free to tell us what you think! But just remember - if we're not open, we're probably closed.  THANK YOU Captain Obvious!!

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