Yeah, you really have to be careful with discounts. Especially on new equipment, when customers only buy 1 piece. It is better to make a "special price" on services like drilling or to give a rebate on bundles, e.g. a ball and a wrist support.
If you offer good service, people will pay the prices you charge. And they will COME BACK! That's even more important. "Catching" a new customer is six times as expensive as keeping a satisfied one!
Never understimate the power of "word of mouth" of customers. On the positive, and even more on the positive side. Some numbers: a dissatisfied customer at retail talks to about 10-12 other persons (=bowlers in your area!) about bad experiences, but "only" to 2-3 about positive ones. These are proven statistics about shopper behaviour. And that's why customer satisfaction and good, experiencable service is so important.
Good service must be experienced. Offering a cup of coffee while people get their ball drilled can be a simple option. Be creative!
And, additionally, it is important to emphasizeand communicate that good service is not free. If people feel served, they will pay for it. If the service is good, they will come back and tell about it.
When your shop gets a rep as a "discount house", people will only come for this purpose and you will not be able to justify extra expenses for drilling etc.. People will come, but only buy if you can keep up cheap prices - you'd be competing with ebay sellers who will not have to pay a shop rent... That's why positioning in the (local) market is important even at pro shop scale.
Some thoughts by a marketing geek...
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DizzyFugu --- Reporting from Germany
Team "X" league website: http://homepage.mac.com/timlinked/
"All that we see or seem, is but a dream within a dream..." - Edgar Allen Poe