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BILL FISHMAN

Bill Fishman & Affiliates

'11650 lberia Place

San Diego, Ca.92't28 are

In the Store Wars today many retailers have taken a position as "convenience stores." It is their answer to the warehouse outlet competition. I, too, believe that retailers in the lumber and building material industry can survive the onslaught of the warehouse chains with a market position as a convenient, local, semice store. I also believe that a retailer has the right to be slightly higher than more distant competition because the store is more convenientlv located, but please Don't TeI That To Your Customers!

When you are challenged by a customer who quotes you the warehouse store price your best bet is to acknowledge the difference and meet the price. Or explain how some retailers can offer short term specials on a few items to attract customers. but that your store maintains a competitive position on the material list for the overall project. But never, never advise a customer he is paying more because you,re more convenient. He may feel that he is but he does not want you to confirm it.

When you tell a customer he's paying you more money than elsewhere, he feels you .ue branding him an easy mark every time he shops in your store so he won'i.

Some of my basic training in human relations came during my upbringing in the New York City area. As a young new home owner, I soon learned that a fast way to lose the esteem of friends and neighbors was to show an inability to ',buy right." Shopping for price became a necessity, not because oi the effect on the household budget, but rather because of the ridicule by Murray, the next-door'neighbor. He was the guy who, when escorted to the newly-paneled family room, would ask, ,,What did you pay for the paneling?" and when you answered $11.99 a sheet, he'd respond, "Jerk, I could have gotten it for you for $9.99 at 2 Guys."

If you have to charge more for your merchandise you owe your customer some better explanation than"convenience." Give him something with which to face Murray.

Call (714) 852-1990 hes riill tlm uur mnaton Sdt'Pruifutic. I

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