NWGratefulDiver:
Well ... what's hard about it is that it has proven not to be a very good business model. Back in my divemaster days I worked at a shop that took exactly that approach.
They are no longer in business. Neither are the other two shops I've been associated with who attempted to be "fair" with their customers ... all of these shops tried to be less "brand-specific", and were even known to refer customers who wanted specific gear to other shops in the area who carried that gear, thinking that by providing a customer-oriented service they would somehow win loyal, long-term customers. For the most part, they were proven wrong.
There are succesful shops who follow this model, if not to the letter. While there are many factors which determine a business success or failure, in regards to the discussion here, there are many shops who use persuasive, fairly honest sales tatics, and keep their customers. Sending a customer to another shop is the last thing any business wants to do. Thus, some find ways to get what the customer wants, even if it means they are personally the ones going to the other shop to get what the customer wants. Others will try all the negative tactics in their bag of dirty tricks with or without consideration for customer needs. Problem with the latter tactic is you can't fool everyone all the time. And once they discover they've been had, those who do, will be much less inclined to shop at that establishment provided there is a comparable or better alternative. Unfortunately in many locations some of these shops have a virtual local monopoly, or a long term beholden clientel. They now have competition from online shops, and those so inclined, reach back into their bag of dirty tricks to compete. There are also business problems to resolve in regards to the former approach. They may not always be workable, but it is an option many do not consider or dismiss without a full understanding of the issues involved.
It's about selling your benefits to the customer - as opposed to denigrading the competition. Buy the way, lairdb's quote does both in a very subtle way.
Most consumers really don't care about honesty and good service ... although they like to complain about not getting it. Those who have tried to offer it almost always lose out to the guy who simply offers the lowest price, at the cost of quality.
While price is the number one,two, three ...... consumer consideration in making a purchase. Reading these posts you can see many are willing to pay more for other perceived benefits. Many LDS's are doing well without online sales, many by providing just that: honesty, good service, and a place you can trust to do business with at a reasonable price to the customer. Again, by explaining the benefits they provide, instead of falsely denigrading the competition and deceiving their customers. Thats what so many of these thread's are all about. Others do successfully use reprehensible tactics to succeed in business.
People just don't seem to understand that you get what you pay for in life ... and that quality service, like quality products, cost money. The shop owner who offers it without attaching a premium price to cover his costs won't remain in business.
Agree, with the exception: You don't always get what you pay for in life.
