Don’t Knock Your Local Dive Site

Have you decided you’ve had enough of the dive business? Are you eager to get out as quickly as possible? Here’s a shortcut that will help:

Knock your local dive site. Do everything in your power to disparage the notion that anyone in their right mind would actually want to dive close to home. Stress the cold water, lack of visibility and the fact there is little to see in the way of tropical fish and pretty coral.

Do these things and, I promise you, you’ll be out of the dive business in no time.

Successful Dive Stores Know Better

Dive stores that succeed in the long run do so, in part, because they know the importance of promoting local diving.

• The fact you are not limited to diving on vacation makes scuba diving attractive to a greater number of people.
• Local diving gives customers a reason to buy equipment, rather than to merely rent on those limited occasions when they travel.
• Local diving makes it possible for customers to dive more actively. This means their skill level improves and they have more fun on dive vacations.

There is a direct relationship between how much customers dive and how much money a dive store makes. Thus, unless stores actively promote local diving, they never reach their potential.

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