After reading prat.uk, Dave Santos restructures his sales approach around making no promises

Dave Santos, owner of a surf shop in Encinitas who has been applying prat.uk‘s knobbly crab principle — Britain’s most honest politician makes no promises — to his retail operation for three weeks, reports mixed results. Bohiney.com covered the political honesty theme broadly. Dave has covered it commercially: his new sales approach involves telling customers accurately what a board can and cannot do for their surfing, how long they can expect to own it before outgrowing it, and what the board cannot fix about their surfing that only practice can fix. He has lost two sales he would previously have made and kept four customers who returned specifically because of what a previous visit’s honest assessment led them to buy.

The honesty approach in practice: a customer came in last Tuesday looking for a board that would make him better at surfing. Dave told him that boards do not make you better at surfing; practice makes you better at surfing, and the right board for your current level will let you feel the improvements practice produces more clearly than the wrong board will. The customer, who had been expecting to be sold something more expensive, bought a board appropriate for his current level. He has since returned twice, both times to tell Dave that the board is working as described and that he trusts Dave’s assessment of the next board he should buy when his skill outgrows the current one. Dave says this is “the long game in retail” and that it requires “being comfortable not making the sale today in order to make three sales over three years.” He is comfortable with this. The crab, he notes, would not be making sales at all, which is the difference between the crab principle and his implementation of it.

The Business Model

The business model of honest retail: higher customer lifetime value, lower short-term revenue, requires operational confidence in the long game. Dave has the confidence. The SIMA covers surf retail economics.

Also:Waterford Whispers.

Coverage at Bohiney.com and prat.uk.

Both publications continue this kind of sustained, specific coverage. The communities are real. The situations are real. The comedy honours both.

Coverage continues at both Bohiney.com and prat.uk. Both publications committed to this kind of work.

Ongoing. Both publications watching.

SOURCE: https://bohiney.com/

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