the mom & pops LDS cant compete because they dont have the volume of sales an online/ chain store does, so they CANT get too much lower.
Although this is true sometimes, definitely not always.
I am a "mom & pop" sized "Brick & Mortar" store. One thing I realized a long time ago is that I am going to get better pricing with the more volume that I sell. If an LDS is going to try to hold gross on each sale, an LDS is going to sell less frequently, not increase their volume, therefore, inhibiting better pricing down the road from their supplier.
I took many a skinny sale, (and still do) to make sure I am moving the volume to justify getting competitive pricing from my suppliers.
Even though I am a B & M store, I sell online also. I don't run a website because I sell much cheaper than what I am allowed to advertise, what is the point. I also like talking to the person I am selling to. It isn't an up-sell, but I am amaze at how many people are about to buy something because of what they have read, seen or heard and don't pay attention to what their specific needs are going to be. I would rather sell 10-15 orders a day talking to people on the phone then 100 orders using the "checkout" button on a site. Then again, I am a touch old school I guess.
That brings me to a pet peeve, the LDS "graduation" program...... An LDS that is going to sell you gear that they know you are going to "graduate" from or outgrow in a short amount of time, personally rubs me the wrong way. I am not saying all LDS do this practice so please don't go there. There are good shops of course. I am saying that alot of lower end gear is sold and then REPLACED by the diver in a short amount of time and an LDS will use this to move product and volume. Now, if a diver says, "look, bare bones, money is tight, I know I will upgrade later", fine. If they look me in the eye (or call
) and say "is this what I need" or "what do you think", at least they are going to get some options and enough info to keep them busy on research for a night or two.
Before
every sale I make from a internet customer I encourage them to talk to their local LDS first if they have one. I don't want business from them unless they aren't getting reasonable cooperation from their LDS. If they have DEFINITELY decided to purchase online, after exhausting other options, wanting to buy from someone like Leisure Pro and alike.
At that point, I am going to SMOKE LP's price.
I am competing for business, if I carry said brand in question, I am going to try making it worth your while. Although I don't have their buying power, I also can set my own margin, my prices are really skinny anyways and I have sold for cost on more than one occasion just to help someone out........
I don't think a LDS is a "fitting room" if you aren't going to give them the opportunity to match or at least come close to the price. If you decide to buy online, for whatever reason, make sure you have given your LDS the opportunity of potentially earning the business. Although they may not like taking the short sale, at least you ethically included them in the buying process. Being a LDS myself. I don't have the pricing issue but I know exactly where they are coming from. How they run their business and conduct themselves is another story.
I am a believer of educating a consumer..... for some, they fear the educational method because sometimes it will definitely hurt their bottom line......
It is worth paying a little bit more to your local LDS. The key words here are "little bit more". There are spreads that you can't be excepted to swallow. Believe it or not, approaching your LDS now with the opportunity for them to earn your business will lay ground work for down the road. A relationship alot of times comes later on and eventually you may get to the stage of the LDS coming around to your "cheaper" way of thinking.
Internet shopping is a vehicle that can be quite viable. One thing you have to do is your homework. Between factory warranties, condition, price, model, location, etc, you need to be well versed in shopping online or at some point you are going to get burned. I hate Flea Bay in general, there are way too many people getting taken advantage of on there due to lack of education. It will be an oversight on your part, however minor, that is usually painful in the pocketbook. Don't be afraid to ask questions and do your homework.
When buying, make sure the items on your list that you have narrowed down to are catering to YOUR needs. Don't worry so much if it is "in stock" or "can be shipped today" for a mentality, get what is going to make a difference in the long run along with making you happy. Don't compromise on quality, this holds true even if you have to wait a little longer and save a little more money to buy the better gear if your diving passion justifies it.
