We don't have to charge high retail to our customers, but there is a base percentage that we markup on all of our equipment. If we want to order (one) Lane #1 ball, we have to go direct and pay in upwards of $169-179 for their high end equipment(not much less than buddies online), then when you tag on shipping from NY, there's no way we can make a buck on the ball selling it for $220 out the door. It's not really fair when you're spending nearly an hour bestowing your knowledge on a customer on what various balls do and what and why "x" ball will fit their game. The reason you can get a Lane 1 ball so cheap is because your shop is probaly buying into the Buy 4 get 1 free and buy 16 get 4 free specials, therefore they can lower prices and evenly disperse profit.
Now if I know, for what my customer is asking for that a mid priced ball from another manufacturer is going to suit them better, IS IT FAIR TO ME AND THEM to sell them something they don't really need and take a loss out of my pocket on my hard work and labor when I have expenses, rent to pay, and try to make a profit on top of that? We're not in the business to sell wolf tickets. We're here to help bowlers, educate bowlers, and try to make a profit(MY WHAT A CONCEPT!) at the same time.
Just try and rationalize this. A 200avg bowler, bowls 2 nights a week in the same house, has 5 balls, just wants a new ball for his THS that hasn't changed in 6 years. He's been on ballreviews and is thinking about a Lane 1 that will cost him in the neighborhood of $259-279. After 30-45 minutes of getting education on different equipment that matches up better to his style and what he's bowling on, he's talked into a ball in the $149-169 range and is just as satisfied and loves the ball. WHY AM I WRONG? I'd be a devil for just saying, "Oh yeah, lets order you that Lane 1, it's going to roll better, hit harder, and outperform anything else on the market. Just give me your $260 + grips and slug, and have a nice day!" That's not what I do.
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-DJ Marshall
...The Twelve In a Row Pro Shop
Edited on 6/22/2007 12:46 PM