Your Relationship with Customers

This is, arguably, your most important relationship. Your relationship with customers is comprised of a number of factors, including:

• History This is essentially your customers’ collective memory of their relationship with you. Hopefully, these memories evoke positive emotions and are associated with words such as fun, trust, enjoyment, adventure and friendship.
• Brand Recognition This is much more than just a recognition of the brands you carry. In your customers’ minds, your store represents a brand in and of itself. It stands for a certain way of dealing with people, teaching classes, selling equipment and providing the necessary service and support — one that is unique to your store.

• Trust The number one reason customers continue to do business with you on a long-term basis is that they trust you to provide a consistent level of quality and service. (And if you don’t think this is important, just see what happens if you betray that trust.)
• Talent An added bonus that dive store operators seem to enjoy is that our customer base often includes a pool of talent many business owners would envy — like the fellow who does your website and promotional materials for a fraction of what he charges other customers, simply because he considers you and your employees “family.”

In upcoming issues of DiveRetailing.com, we’ll explore each of these six relationship areas in much greater depth. For now, just remember that the value of your dive store is more than just bricks and mortar, dive gear and compressors. It’s the relationships you build and continue to maintain.

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