What do you do for a living? None of us needs to know, I just want you to think about it for a second. Good.
Just for the record, Nothing.....I'm semi-retired.
Now... Would you do it if you didn't get paid?
Of course not, that's a silly question.
Bowling balls don't just materialise in pro-shops. They are selected, ordered, shipped and paid for. I can assure you that at every step of this process, somebody expects to be paid for their efforts, just as you do for yours. As such, bowling balls incur costs of sale, like any other product or service.
Agreed. I'm not disputing that point. However, you have highlighted the crux of the problem. It seems to me that the ball manufacturer/wholesaler is selling direct to the final purchaser. Essentially there is no need for a retailer. There is no margin for retail markup for an astute purchaser.
Do you; does anyone - seriously (as in actually think about it for a second or two) expect pro-shops to get them in as some sort of community service?
Another silly question. I don't need the second or two to think about. Of course the answer is no.
There are many advantages to be gained by the retailer in a voracious market by selling an item at cost or below.
Here is just two off the top of my head.
1. You offset your loss by increasing the margin on other items.
2. You increase the possibility of future sales by introducing the customer to products or items that may not be aware that you even carried.
I'd like to be able to buy cars and houses on that basis, but I live in the real world.
This is your lucky day. I can offer you a four bedroom brand new home complete with all the mod cons and a brand new car for $1 below cost, a complete and utter loss for me. You will have to sign a 30 year contract and their will be a few clauses that you must abide with. However, your wish has come true.
And big ticket items are never loss leaders.
Rubbish, I personally know that a large electronic retailer is selling LCD and Plasma T.V's at cost.
1. The stock is getting old and must be moved.
2. They have increased the margin on the HDMI leads and the surge protector boards.
3. They offer several TV cabinets and surround sound systems exclusive to the above mentioned TV's with an increased margin.
4. Worst case scenario for the retailer is they have enticed a customer into their shop and made them aware of other products which may result in future sales of other items.
5. By having courteous, happy staff and selling an item cheap, the retailer creates a positive and uplifting experience for the customer who in turn will tell others of their experience. Thus creating the greatest advertisement that money cannot buy, WORD OF MOUTH.
You'll be happier in the long run accepting the reality that things cost money, or effort, or something. You get what you pay for.
Of course, you get what you paid for. If you want to have a middle man handle your ball purchase, expect to pay for it. I'm not disagreeing. All I'm saying is, you no longer need the pro shop operator involved in the ball sale exercise.
That's not to say it's a good thing. Essentially it's a bad thing, but it's a fact that the pro shop operator is resigned to. And, he must move with the times, makes changes to his business plan to compensate.
