Comments on: Dive Shops Need To Get Their Priorities Straight http://www.undercurrent.org/blog/2009/08/25/diver-training-dive-shops/ Diving opinions from top diving experts in the dive industry Thu, 24 May 2012 23:19:24 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Fred http://www.undercurrent.org/blog/2009/08/25/diver-training-dive-shops/comment-page-1/#comment-1923 Fred Tue, 19 Oct 2010 19:32:57 +0000 http://www.undercurrent.org/blog/?p=239#comment-1923 I agree. The "big box sports store" here has a dive section and a pool on site. But in the dive section, if you want to take an open water class, you need to have four people, or pay a lot more money to do a "private" lesson. You also have to do the course on there schedule. If you work weekends, then your not going to be able to use that store. Also they only sell certain equipment. If they can't buy 500 regs of a particular model in a brand that they sell, to distribute to there other stores, they wont buy them. If you walk in with a dive mag. and say that you want to get this reg that you saw a article on they will not get it for you if they don't sell that brand. I teach independent and will teach only one student or more. We get our calenders out and match dates that we can get together without interfering with other commitments that we both might have already scheduled. Sometimes I have sent students to another independent dive center that is 50 miles away to make sure the the student gets the help and equipment that the student wants. Not what the big box store wants to sell them. Because I don't have a store front, it limits me on what I can sell. And I have found that sometimes the student might not be happy in the beginning on having to do a lot of driving. In the end, they have been very thankful that they did. Some places need to get it together for the customer not the bottom line. I agree. The “big box sports store” here has a dive section and a pool on site. But in the dive section, if you want to take an open water class, you need to have four people, or pay a lot more money to do a “private” lesson. You also have to do the course on there schedule. If you work weekends, then your not going to be able to use that store. Also they only sell certain equipment. If they can’t buy 500 regs of a particular model in a brand that they sell, to distribute to there other stores, they wont buy them. If you walk in with a dive mag. and say that you want to get this reg that you saw a article on they will not get it for you if they don’t sell that brand.
I teach independent and will teach only one student or more. We get our calenders out and match dates that we can get together without interfering with other commitments that we both might have already scheduled. Sometimes I have sent students to another independent dive center that is 50 miles away to make sure the the student gets the help and equipment that the student wants. Not what the big box store wants to sell them. Because I don’t have a store front, it limits me on what I can sell. And I have found that sometimes the student might not be happy in the beginning on having to do a lot of driving. In the end, they have been very thankful that they did. Some places need to get it together for the customer not the bottom line.
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]]> By: Gerhard Morell http://www.undercurrent.org/blog/2009/08/25/diver-training-dive-shops/comment-page-1/#comment-1795 Gerhard Morell Sun, 03 Oct 2010 18:04:10 +0000 http://www.undercurrent.org/blog/?p=239#comment-1795 I agree. It is my belief that retailers relegat continuing education to the "back of the bus" and at the same time are trying to compete with internet sellers for their business. One thing that the internet will NEVER take away from the dive industry is good instructors and the person-to-person contact that was once the hallmark of this sport. By developing educational, entertaining and meaningful programs, I think dive centers can ensure their survival moving forward. Food for thought... I agree. It is my belief that retailers relegat continuing education to the “back of the bus” and at the same time are trying to compete with internet sellers for their business. One thing that the internet will NEVER take away from the dive industry is good instructors and the person-to-person contact that was once the hallmark of this sport. By developing educational, entertaining and meaningful programs, I think dive centers can ensure their survival moving forward.

Food for thought…

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]]> By: Lee Selisky http://www.undercurrent.org/blog/2009/08/25/diver-training-dive-shops/comment-page-1/#comment-973 Lee Selisky Sun, 06 Jun 2010 16:15:24 +0000 http://www.undercurrent.org/blog/?p=239#comment-973 One of the major issues I have with dive store owners is what I call the need to create divers in their own image. When I was traveling on DEMA business I would take advantage of the Saturday night layover to reduce my travel expenses to the organization. I would take the time to travel from dive store to dive store. I would walk in like an ordinary customer and would never disclose who I was. Most of the time, I could tell you who made up the store's clientele within seconds of walking in the door. Whether it was photo, travel, tech, or whatever, it reflected the reason why the store's owner dove. This single minded goal drives many back out of the store. As a business man, I created my company by asking my potential customers what problems I could solve for them, and went on to create the largest company of its kind on the planet. Dive stores need to ask their customers why they would like to dive and what their goals are. By making the customer's dreams come true, store owners will profit and those profits will allow their dreams to be fulfilled; don't confuse your dreams with the customers! The other thing store owners need to understand is that they are in the entertainment business. I have long asked store owners why their customers dive. I get answers like "to see the underwater creatures" or "to see shipwrecks". The real truth is most divers dive to be around other people and have a good time. It is really no different than bowling, golf, or square dancing. Let's be honest, when you go diving with your friends, how much time is actually spent underwater? How much time is spent traveling, dining, and, if you're like me, enjoying an adult beverage or two? Stores need to develop a strong social calendar to help build those friendships. I like diving, but I also like a lot of other things. I spend the bulk of my free time with divers, even though I don't dive as much as I used to. I like the people. Think about it and tell me what you think. One of the major issues I have with dive store owners is what I call the need to create divers in their own image.

When I was traveling on DEMA business I would take advantage of the Saturday night layover to reduce my travel expenses to the organization. I would take the time to travel from dive store to dive store. I would walk in like an ordinary customer and would never disclose who I was. Most of the time, I could tell you who made up the store’s clientele within seconds of walking in the door. Whether it was photo, travel, tech, or whatever, it reflected the reason why the store’s owner dove. This single minded goal drives many back out of the store.

As a business man, I created my company by asking my potential customers what problems I could solve for them, and went on to create the largest company of its kind on the planet. Dive stores need to ask their customers why they would like to dive and what their goals are. By making the customer’s dreams come true, store owners will profit and those profits will allow their dreams to be fulfilled; don’t confuse your dreams with the customers!

The other thing store owners need to understand is that they are in the entertainment business. I have long asked store owners why their customers dive. I get answers like “to see the underwater creatures” or “to see shipwrecks”. The real truth is most divers dive to be around other people and have a good time. It is really no different than bowling, golf, or square dancing. Let’s be honest, when you go diving with your friends, how much time is actually spent underwater? How much time is spent traveling, dining, and, if you’re like me, enjoying an adult beverage or two?
Stores need to develop a strong social calendar to help build those friendships.

I like diving, but I also like a lot of other things. I spend the bulk of my free time with divers, even though I don’t dive as much as I used to. I like the people.

Think about it and tell me what you think.

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]]> By: gary poenisch http://www.undercurrent.org/blog/2009/08/25/diver-training-dive-shops/comment-page-1/#comment-618 gary poenisch Tue, 02 Mar 2010 03:27:37 +0000 http://www.undercurrent.org/blog/?p=239#comment-618 Some dive gear can be obtained so much cheaper over the internet that dive stores can't compete. This is not a sucessfule dive store's profit center. While some affluent beginnig divers getting ready for their summer vacation just want to get a good kit set up and can afford it, many are more value conscious. The personal attention and advice provided at the LDS for equipment simply will not work with every diver due to financial limitations ("Umm I wasn't expecting to spend $2,500.00"). With more experience the diver learns where to get equipment at 50% less purchase price. To ask the customer to ignore market ocntions and buy equipment at over market prices, and shun or diminish divers that do not follow this model, is asking the customer to leave and the LDS to be spun out of the market. Service, however, is the value provided by the LDS to the local community. The price of that service is determined by competion. The LDS that can provide excellent service through training, local dive activities, dive vacations and providng general dive information in a way that is well received by the local diving community will be successful. And the incidental dive equipment that the customer needs for tomorrow's local dive can be sold above market, if that customer has not been run off by badgering to buy equipment at over market prices, short fills on air refills, shoody training, and poor people skills. In short, charge for the value you add to the community. When a customer brings in a $450.00 wet suit she bougth for $250.00 on the internet, do not deride her, but sell her a nice backup light and an advanced training course to free up all that extra money. Then deliver the course at the highest possible level. Don't short fill the tanks, smile. Some dive gear can be obtained so much cheaper over the internet that dive stores can’t compete. This is not a sucessfule dive store’s profit center.

While some affluent beginnig divers getting ready for their summer vacation just want to get a good kit set up and can afford it, many are more value conscious. The personal attention and advice provided at the LDS for equipment simply will not work with every diver due to financial limitations (”Umm I wasn’t expecting to spend $2,500.00″). With more experience the diver learns where to get equipment at 50% less purchase price.

To ask the customer to ignore market ocntions and buy equipment at over market prices, and shun or diminish divers that do not follow this model, is asking the customer to leave and the LDS to be spun out of the market.

Service, however, is the value provided by the LDS to the local community. The price of that service is determined by competion.

The LDS that can provide excellent service through training, local dive activities, dive vacations and providng general dive information in a way that is well received by the local diving community will be successful. And the incidental dive equipment that the customer needs for tomorrow’s local dive can be sold above market, if that customer has not been run off by badgering to buy equipment at over market prices, short fills on air refills, shoody training, and poor people skills.

In short, charge for the value you add to the community. When a customer brings in a $450.00 wet suit she bougth for $250.00 on the internet, do not deride her, but sell her a nice backup light and an advanced training course to free up all that extra money. Then deliver the course at the highest possible level. Don’t short fill the tanks, smile.

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]]> By: Sergey http://www.undercurrent.org/blog/2009/08/25/diver-training-dive-shops/comment-page-1/#comment-369 Sergey Sun, 08 Nov 2009 10:42:23 +0000 http://www.undercurrent.org/blog/?p=239#comment-369 "It’s fairly indisputable that we can’t create a diving consumer until we at least get him or her into an entry-level training program." properly noticed, I agree with you “It’s fairly indisputable that we can’t create a diving consumer until we at least get him or her into an entry-level training program.”

properly noticed, I agree with you

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