It is very important for a small business to establish an identity -- to develop an operating niche.

This is especially true in retailing. Trying to be "all things to all people" or to compete with the biggest retailers can be a recipe for disaster, according to the local chapter of SCORE (Counselors to America's Small Business) .

Keeping a focus on the market and establishing operating procedures with that in mind is one of the keys to success in retailing. To help business owners with this process the Sandhills chapter of SCORE will present a free three-hour retailing seminar Tuesday, April 21.

This seminar is aimed at helping both the experienced and new retail business owners manage successfully in today's economic environment. It is the newest in the compendium of small business seminars jointly sponsored by SCORE and the Small Business Center of Sandhills Community College.

The fast-paced seminar will begin at 6 p.m. in room 103 of Van Dusen Hall on the SCC campus. To reserve a space in the seminar, call Marilyn Neely, of the Small Business Center, at 695-3938. Registration will also be available beginning at 5:30 p.m. on the day of the seminar.

The seminar presenter, Felice Schillaci, brings a wealth of experience from a successful career in the retail industry. He was a marketing executive with multinational companies in the specialty retail environment. He has retail experience in both domestic and international markets.

Prior to starting his own company, he was a consultant and counselor to retail businesses. His informative presentation covers a wealth of topics important to retail business owners -- research and planning, selecting the right location and the right merchandise, pricing and inventory control, advertising and promoting, hiring and training sales personnel, as well as selecting suppliers and analyzing sales.

A key topic of special interest is how consumers think and behave when shopping. The seminar equips the retail business owner with the knowledge of how to survive and grow the business in the current difficult economic environment.

The local SCORE chapter has 20 active members and is dedicated to assisting small businesses through free and confidential counseling as well as offering free professional seminars. The chapter is expanding these activities and is always seeking additional motivated volunteers.

More information on SCORE's counseling activity and a complete description of each seminar can be found at the Sandhills SCORE Web site at www.sandhillsscore.org.