Most dive store owners and managers lack either a business degree or prior experience in retail. Unfortunately, running a successful dive center is more about retailing than it is about diving. We’re here to help by providing important “how-to” information on topics ranging from management to sales. We add content regularly so check back frequently or subscribe to our mailing list.
Instructor toxicity: How one person can spoil an entire team
In any instructor-driven organization, instructors are more than educators — they are leaders, culture carriers and role models. Their conduct sets the standard for how students are trained, how staff interact and how policies and procedures are applied. When an instructor becomes toxic, the consequences extend far beyond personality conflicts
Dominating your local dive market
The keys to dominating your local dive market include knowing your customers and creating exceptional products and services.
Just say “No” to booking
This is no time to be making financial commitments you may not be able to keep…despite what your rep says.
Visual Merchandising for Dummies
Visual merchandising refers to displaying products in a way most likely to maximize sales. It’s important for several reasons.
Continue your staff’s education for greater sales and profits
Continuing education isn’t just for customers. Dive centers that encourage employees to take con-ed courses enjoy several benefits.
Should you charge more if students need extra work?
As with so many things, there is no right answer to this question. What works for us may not work for you.
Should you answer the phone after hours?
At least 32 percent of this store’s sales result from answering the phone after hours. Can you afford to lose this much business?
Tempted to compete on price? Don’t be.
Matching competitors on price is generally foolish. You will lose money and the customers you attract are not worth your time and effort.
Just answer the damn phone, will you?
Looking for a great way to lose business? Just leave your phone unanswered. Your competitors will thank you.
The new key to customer acquisition
There are many ways to acquire new customers. One of the most important ways may be something you are missing.
5 ways to increase your bottom line now
It’s not how much you make, it’s how much you keep. Here are five steps that can bring an immediate increase in profitability.
Maximize Contact Hours, Maximize Sales
The more time your students spend engaged in personal interaction with their instructors and other store staff, the more sales you will make.
Four daily reminders
Want an easy way to increase your sales every single day? No problem. Just adhere to this simple checklist.
Building your mailing list
An up-to-date mailing list can be among your store’s most valuable assets. But only if you have one. Here is how to build one.
Should you sell online?
A handful of dive stores will do reasonably well by branching into online equipment sales. In all likelihood, yours won’t be one of them.