…And What We Didn’t Say
This is important. Based on some of the things you read in the last few pages, you might get the impression we are somehow “against” selling dive equipment on line. We’re not.
Like most consumers over the past few years, we buy computer equipment, software, books and electronics on line — just as you probably do. To say that selling dive gear over the Internet is “immoral,” “deceptive” or “just downright evil” would be very hypocritical at best (although we do feel that the average consumer generally gets the best value when they rely on the personal advice and after-sales service that only a local dive retailer can provide).
What we are saying is that selling effectively on line requires an economy of scale that is well beyond the means of the average dive store. And, if this describes your store, don’t panic. There may well be alternative routes to profitability that do not depend solely on whether you sell a certain number of equipment packages within a given time frame.
If there is one thing we have learned after more than two decades of working closely with some of the most successful dive retailers in the country, it’s that you can’t use the words always or never in conjunction with what a local dive retailer should and should not do. Consumer demographics and behavior varies so widely from one market to the next, there is no cookie-cutter approach to dive retailing that is perfect for everyone.
We can tell you this: Change is constant. You can’t succeed following the same business plan you did ten years ago. Or five years ago. Or last year. Your success — in fact, your very survival — depends on your ability to recognize and adapt to change.
The “experts” are right about one thing. You do need to sell on line. It just may not be dive equipment that you sell there. Every dive store needs a strong Internet presence, even if just to sell who you are, what you do and what makes you different. You need comprehensive information about your classes. trips, activities and the services you offer. Potential customers will look for this on the Internet first. If they don’t find you, they’ll find somebody else. Count on it.
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