“Who Dares Wins”
The dive retailers we speak with these days tend to fall into one of two categories:
- A significant number seem eager to blame their misfortune on the current economy. They wring their hands, cry crocodile tears and wait for someone else to make things better so that their business will improve.
- The other group pays about as much attention to current economic conditions as they do a bump in the road. They’re just too busy looking for new opportunities and ways to make their existing business thrive.
Guess which group of retailers is more likely to be in business five years from now?
One retailer we work with recently did something that is a classic example of a willingness to think outside the box. Henry Johnson is president and co-owner of one of the Washington, DC, area’s leading dive centers, Adventure Scuba Company. His store has an active travel program that includes regular trips to Stuart Cove’s in the Bahamas.
During these trips, Henry noticed an increasing number of resort properties catering to the extremely affluent, such as The Cove Atlantis and One and Only Ocean Club. As often as not, guests at these properties arrive on private jets or luxury yachts. For them to spend $10,000 or more on a long weekend’s stay is not unusual. Clearly, the economy has not affected these folks’ ability to enjoy themselves.
Henry, being the positive thinker he is, couldn’t help but ask, “Why can’t some of these folks spend their money with me?” Then he set out to do something about it.
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