RETAILING continued
ways to connect with your cus- tomers is to use the many social media platforms. A combination of static posts and videos that you share daily on your homepage and in your stories covers all of your bases to achieve engagement with current and potential customers. Sharing your course and trip cal- endar as events across social media is another great way to increase customer engagement. An often- forgotten way to connect with our customers is by simply using your website. The ability to edit your website and direct your customers to it is like having a full-time per- sonalized billboard. Be sure to keep
seen. 3. An intimate understanding of inventory management. Selling the inventory you have isn’t about selling a customer something they don’t need, it’s about finding the person that needs what you have. Before this can happen, you and those on your sales team must have a clear understanding of what gear you have available in your Dive Center, how long it’s been there, and what type of customer would benefit from it. With the way things are currently in the industry, you also need to know what products you need to keep in stock, and an up to date ordering and shipping
your website up-to-date with current information for your customers to see. Whatever combination of methods you use, you must have a way to track your customers' engagement so that you know what you are putting out there is being
timeline for items that you don’t carry in stock. 4. A plan for keeping your staff trained. This one is tough. Some dive retailers have 2-3 employees, while others have much larger teams. Some businesses are family-owned
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