But Wait…There’S Even More!

One of the worst things you can do in marketing is to send mixed messages. If yours is like a lot of stores, your primary vendor is a company like AquaLung or Scubapro, who (at least at the moment) does not support online sales in any way, shape or form.

These companies have invested considerable resources in promoting the position that dive equipment is something that requires the professional advice, personal attention and after-sales service that only in-store sales can provide. Odds are that, if you carry these brands, you’ve supported the same position as well.

Therefore, if you begin selling on line, it is going to have to be with brands other than the ones you’ve spent years telling customers are the only ones worth having. What kind of message does that send to customers?

• Are you now saying that it is okay to buy on line — but only certain brands?

• If it’s okay to purchase certain brands on line from you, what is wrong with purchasing the same (or comparable) items on line from a larger retailer who offers better selection, lower prices and faster service?

Selling on line is an all-or-none proposition. Either it has to be okay for consumers to purchase everything you have to offer on line, or you need to stick with the position that the preferred way to buy is in-store, over the counter. Anything else will only confuse the issue and lower the trust customers have in what you say.

What are we really saying here? »

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