bwerb:I'm still trying to wrap my head around the part of the DM course which covers sales techniques for diveshop equipment. I guess just being a virtual dive shop indentured servant as a requirement for the course isn't enough, now you have to make sure that you are also fully versed in sales and marketing techniques for the shop's gear...
yeah...that sounds like it has a great deal to do with teaching others to dive.
It's really pretty simple.
The primary reason that a dive shop exists is t sell equipment. A primary part of every ones job at the dive shop is to sell equipment. The primary purpose of conducting a class is to sell equipment. If very many classes are conducted without selling equipment there won't be any more classes.
The reason that there is such a thing as a key-man or key-person discount is because students tend to buy similar equipment to what their instructors and divemasters are using. In other words the shop (and manufacturer) will sell what the DM is wearing.
From a business standpoint you could be the best DM in the world but you'll do a shop nothing but financial harm if your actions and words don't help the shop sell equipment or worse help sell some other equipment.
I do all my diving in a Hogarthian configuration but when I had a shop that's what I sold. Why wouldn't I sell what I think is the best? Why would I use anything except what I think is best?
Some shop owners, instructors and DM's wear whatever they're selling this month because they know it'll help sell it.