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Guest
So, in order to be good, you have to be the cheapest? Moreover, it's the outlets that are selling below MAP that are causing this issue to begin with. I don't expect to be ripped off anymore than anyone else.
I can also give you dozens of instances where consumers come into our shop for the advice and expertise, take hours of time shopping, asking questions and gathering vital information regarding products, only to buy from the lowest bidder. These same consumers will be back weeks later to have gear assembled, bench tested and repaired prior to use because of the inferior merchandise they have purchased.
I never said cheapest. That is your word. I said competitive. So it would probably depend on what your customer is looking for. If they are looking for the lowest price then that is what you need to be to make the sale. If they are looking for the best buy, then that is a little different. Sure, you have a big problem selling the Scubapro reg with msrp of $600 for the Leisurepro price of $450 (a hypothetical example). But you do have a choice. You can tell that customer that Scubapro wont let you match that price and probably watch the customer walk. Or you can give him the reg for $540 and throw in 10 tank rentals to even out the deal. Or $540 and the first 2 annual services free.
The outlet that is selling at or below MAP is not the problem. That is one of your competitors that you need to figure out how to compete with to bring customers into your store and not into his.
Why do you think a customer should buy anywhere other than at the place that gives him the best deal (again, note that I did not say cheapest). After all, where did you buy your last car?
And you probably can't always be the "best deal" every time with every customer. When you are not, perhaps you should hope he comes back to have the gear assembled or serviced, or for more training so that even if you don't profit by the sale of that gear, you can at least profit by meeting the support requirements (and maybe future sales). Or you could try to inflate prices and rip him off just to teach him (and all his friends) a lesson.
What kind of "vital information" are you giving prospective customers that is causing them to go elsewhere to buy inferior products? Sounds to me like you may be setting off their bull**** alarms.
Then there are customers like me. If I even come in your store, I'm probably only looking to buy gas but I will ask if you will sell me parts. If you are one of the very few that says yes, you will probably make some money on me and enjoy a few other customers I send your way. If not, thanks for the fill.