FROM THE PUBLISHER
About the Cover: Photo by Dr. Alexan- der Mustard MBE of Samantha Lungari on the wreck of the Kittiwake in Grand Cayman. Specs: Sony A7RV, Canon 8- 15mm fisheye, dual Retra Pro Max strobes. F13 | 1/15 | ISO 400.
BEFORE YOU SELL, START A CONVERSATION
William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Senior Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager June Cline, Social & Podcast Producer Reese Gunby, Staff Writer Contributors: Alex Brylske, Ph.D., FL Cathryn Castle Garcia, Azores, Portugal SCUBA DIVING INDUSTRY ® MAGAZINE OCTOBER 2026 VOL. 3, NO. 10
A customer walks into your store and says, “I want to buy the cheapest mask, fins, and snorkel set you sell. I’m going on my honeymoon, and I’ll probably only use it once and leave it behind. Just something inexpensive I can toss afterward.” What is the first thing you or your staff says? For many, the instinct is to explain quality, fit, comfort, and why spending a little more would be a better decision. We know the equip- ment, and we want to help the customer avoid a disappointing experience. But we have already missed an opportunity. The first response should be: “Congratulations! Where are you going on your honeymoon?” The customer already told you something deeply personal and that is where the relationship starts (and thanks to retailer Werner Kern for this example). Before discussing a single product, you have shown an interest in the person. They have shared something important happening in their life. Acknowledge it. This ties directly into James McMullin’s article this month about why he thinks some dive re- tailers are failing. The pressures he describes deserve attention. So does what happens when someone walks through your door. A customer asking for the cheapest option has told us their starting point. We still have plenty to learn. Have they snorkeled before? What are they excited to see? Are they planning a boat excursion or exploring from the beach? Their answers can help us recommend something appropriate for their plans and budget. The conversation should feel natural. Listen, respond, and let their answers guide you.
You may discover that an inexpensive set is exactly what they need. Respect that. Helping someone make a modest purchase without pressure can give them a reason to return. And what if they leave without buying any- thing? You may still have accomplished something valuable. Perhaps they mention wanting to learn to dive after the honeymoon. Perhaps their destination starts a conversation about a group trip you have coming up. They ask for details, and you have their permission to follow up. A missed $25 equipment profit that even- tually becomes a $500 trip commission would be an excellent trade. It will not happen every time, but it cannot happen if we never learn anything about the customer. When they are ready to purchase, look for useful ways to add value without automatically discounting. A strap cover for long hair, some defog, or help preparing and adjusting their equipment can make the purchase more worth- while. Choose something relevant to what they told you, and protect your margin. Your staff needs to understand that listening is part of selling. Give them the training and encouragement to take an interest before launch- ing into product features. We cannot win every transaction, and relationships take more than one friendly conversation. But that first exchange gives us somewhere to begin. The customer came in asking for inexpensive snorkeling equip- ment. They also told you they were getting married. Which part of their words did you respond to first?
William Cline, TX Mark B. Hatter, FL
Al Hornsby, Singapore Steven Lopez, MSc, CA Burcu Mahmutoğlu, Cyprus Suuz Martines, NC James R. McMullin, CA Dan Orr, ID Margo Peyton, SC Michael Salvarezza, NY Deborah Dickson-Smith, Australia Harry Truitt, WA
Amber Wagenknecht, TX Christopher P. Weaver, NY Gil Zeimer, CA
Scuba Diving Industry ® Magazine (Print: ISSN 2996-1416, Digital: ISSN 2996-1424, U.S. Trademark #99278901) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive pros & distributed digitally to 165 countries. POSTMASTER: Send address changes to Scuba Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publication may be reproduced, as long as the source is quoted “Scuba Diving Industry Magazine.” Editorial re- quests: editor@scubadivingindustry.com or 954- 358-9660. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the official policy or position of Cline Group LLC or any of its affiliates. AI may be used to generate graphics or edits as needed. © 2026 Cline Group LLC. All rights reserved.
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