--- In
DSN_klr650@yahoogroups.com, "Steve Green" wrote:
>
> I realize you are coming from a "Dealer's" point of view and I can
> appreciate that the behaviour you describe may be unfair to you the
> store owner.
I really don't care much for the term "unfair" as it falls into the
same category as "victim" and "deserve". I prefer to think I earn
business from customers.
> In the past did mail order houses pay less for Arai helmets? If so,
> who's fault was that?... Arai's fault that's who's.
Not exactly. Many mail order warehouses and some large chains like
Cycle Gear are given the opportunity to purchase end lots at greatly
reduced prices from distributors such as Parts Unlimited and Tucker
Rocky. Arai, like many other manufacturers such as First Gear are
beginning to either set a low limit on adverstised price or not allow
mail order sales.
> And if everyone pays the same wholesale price why can't the local
> dealer be satisfied with a marginally higher but not exorbitantly
> higher price than the mail orders places?
Because we have something called "overhead", the expenses we incur
keeping a storfront open so cusomters can come in a try on our
helmets that we invested in and then mail order them at a lower price.
> Maybe the customer would have bought the helmet from you if the
price
> was closer to the mail order price. Doesn't have to be equal mind
you
> just closer in price.
>
I seriously doubt it. The perception that mail order is better is
deeply embedded in the consumers mindset. I love the look on
customers faces when they bring me a mail order tire to mount for
them. Buy a tire from me and mounting anf balancing is free. Bring
me a tire to mount and balance from someplace else and, well let's
say it would have been much cheaper to buy a tire from me.
> Saying - "what comes around goes around" and giving a "raw deal"
the
> next time will not make that customer happy, and only alienate him
> more. Not good business practice even if he did try helmets on in
> your store and bought it mail order.
First and foremost, customers are human just like dealers (who would
have thought dealers were human?)and deserve respect and courtesy.
Secondly, customers are an investment and some investments are better
than others. That's business.
>
> Maybe it would be better to say to the customer: "next time show me
> what you can get it for mail order and let me see the kind of deal
I
> can give before ordering".
Sorry, we don't play the pricing game. I'm not going to negotiate
the price on a can of chain lube. I will work with a customer on
large purchases and offer value added benefits like free tire repair
or lifetime balancing when a set of tires or purchased, but this
isn't some Mexican Mercardo.
>
> If you want more customers/business you have to give:
> competitive prices
> good quality
> good service
> good attitude
>
All good points, but wrong order.
Great service
Great attitude
Great value
are what keep your doors open.
> My aim here is not to upset you as a dealer, but to explain a few
> points I think your reply to Stu's mail-order-helmet-scenario
> overlooked.
Always glad to get the perspective from the other side of the counter.
Cheers
Gino
www.rvmc.com