Boulderjohn,
That was a class on sales, not business.
I think I should start an evenings-and-weekends scuba consulting business. Help scuba shops calculate their costs, build an action plan for reaching their goals, help them make the store appealing yet functional, and train their staff on customer service.
For example, I'd recommend they offer buckets of sanitizer for students to use so they can ensure regs are sanitary, and offer mouthpieces at a fair price as an alternative option for the true germophobes. Or, make the business decision to focus on luxury classes-- smal size, everything included, kind of course, and include automatic mouthpieces. Heck, check the IP and stuff after each day of class and show customers the results.
I like the idea. I will use my extensive experience in the diving industry (absolutely none) to offer them suggestions on how to do
BUSINESS THE MODERN WAY:
1) Remember that the customer doesn't actually mean much. They are there for YOUR CONVENIENCE. They should be grateful that you are even willing to acknowledge their existance, let alone actually speak to them. Rudeness and incivility on the retailers part makes them appreciate just how much you are doing for them.
2) Show them how successful you are by making them wait. If you don't do this they will get the idea that their business is important to you and will want cheaper prices.
3) Remember that customers dunno nuthin. Talk down to the ones that do so that other customers will fear a battle of wits with you. Also, talk loudly so all of the customers can hear you. This works really well if you go into a battle of wits unarmed.
4) As you, the retailer, are PERFECT, accept blame for nothing. There are always employees, manufacturers, distributors, and other worthless people to blame. If you get into a bind you can always use Deities or weather. No matter how clear that it is your fault if you accept blame the customer will think that you can be pushed around.
5) Save money on your labor costs. Hire friends and family. Provide no training as they will learn as they go. Especially for regulator repair. That's what you have insurance for!
6) Loudly proclaim at every opportunity to all who are within earshot that your business is THE BEST and your competitors are idiots. Also, the people that shop there are morons.This way customers will know that as the patronize you they are smart and worthy people. Makes it easier to rob them blind after you have made them feel good.
7) Never tell a customer an inconvenient truth when a perfectly good lie will suffice.
8) Also tell your customers that what you sell is THE BEST and all of your competitors stuff is crap. If you pick up a new product line that you have previously trashed see rule #7.
9) Don't be afraid to sell a customer something that they don't need, don't want or can't use. After all, their mere presence in your business established that they want to spend money. This works especially well when non diving spouses are in your store buying gifts. Think of how suprised the recipient will really be!
9) Talk poorly about your customers to other customers. That way, they will spend more money to avoid the risk of upsetting you and incurring your wrath.
10) Last but not least, be dishonest. Smile at a customer and tell them that the there is a no refund policy on the new toy they bought, even if it is still in the original packaging and was purchased yesterday. Same deal for warranty. Tell them one price then charge a much greater price. After all, you are there to make a profit. The customer is there to be profited from.
If you follow my sure fire recipe for success you too will go broke in a short while. When this happens Rule #4 will work well for you!
