But Wait, There’s More…

The sales floor is just the beginning.

In the far. left corner, customers can look directly into the service department. Like many savvy dive retailers, Rick knows that service is a critical value-added component of any package sale, and should be put on display, not hidden away.

Nearby, customers enter a hallway leading to the rental department, fill station, and Mens’ and Ladies’ rooms. On the wall is a framed display showing pictures and names of all of Rick’s staff. At the end of the hall is a doorway leading to the classrooms and pool. This can be locked so that, after store hours, the classrooms and pool can remain in use.

Rick has two classrooms on premises, separated by a folding divider that allows them to be used as a single, large meeting space when the need arises. One classroom is set up with desk/chair combinations typical of what you find in any high school or college. Posters, signs and diplomas promote the qualifications of Rick’s staff and the benefits of continuing education.

The second classroom features a large conference table with comfortable seating. It’s an upscale setting for private and continuing-education classes and pre- and post-trip meetings. The far wall of this classroom is covered with a floor-to-ceiling map of the world, with markers showing the locations of upcoming trips.

Immediately outside the classroom is the pool. While there is nothing especially remarkable about the pool itself, you can’t help but notice the signs and banners promoting upcoming trips, classes and activities. This is a practice Rick carries out throughout his dive center — providing constant reminders that there is more to diving than just getting Open Water Diver certification and staying at home.

As you get ready to leave the store, there is one more thing that hits you as you exit. It’s a sign above the door that simply says, “Thanks for Choosing Rick’s Dive ‘N’ Travel Center.” Again, it’s the details that end up making the most lasting impression.

It doesn’t stop at the store »

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