Why Sell Dive Gear On Line?

This is kind of like asking Why get up in the morning? “To make money, stupid!” There is more to it than this, though. Dive retailers who branch into online sales are generally driven by one (or both) of two reasons:

• They think that, by offering equipment sales on line, they will quit losing sales to the LeisurePro.coms and Scuba.coms of the world.

• They want to steal sales from the dive store across town — or across the country.

Are either of these expectations realistic? Well, it will depend on the circumstances but, in general, for the average dive store the answer is No.

• For the average dive retailer, thinking you can complete head-on with these large, online retailers is about as realistic as thinking that, by opening up an Ace Hardware across the street, you’re going to take down Home Depot or Lowes.

• As far as taking sales away from other dive stores, you have to ask yourself, How are these stores’ customers going to find out about you and how much will that cost?

The fact is, the average dive store owner (who can’t seem to put together even a modestly effective websites) hasn’t got a clue what is involved in online selling. That’s okay; neither do some of the people who seem determined to push dive stores into online equipment sales.

What exactly does it take to sell on line? »

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