The owner and key managers must truly want to help customers and the community, and be truly concerned about and involved with them. This model of service affects almost every decision made by a retailer. Each time a customer steps into your store, he or she is entering the world of theater. You and your store are performing, and the showroom is your stage for showing product in interesting ways, where you interact with customers, and try to find out what they need and want that you can provide. Each time a customer visits a store, he or she evaluates the experience itself.
Customers don t like to be ignored, or taken for granted, or manipulated, or bored.
Attention to detail, good selection, knowledge, a caring attitude, good product presentation these are all keys to giving the customer that good experience. Relying on the specific products you sell for your identity is extremely risky. None of this is possible without being profitable, having the resources to meet customer expectations and wants. A common scenario of a struggling dealer is one who fails to maintain appropriate profit margins that allow financial viability, but instead uses unrealistic low prices across the board to attract customers. The retailer may appear busy and successful at first, but if revenue doesn't cover operating costs, failure is inevitable.