Publisher's Synopsis
Imagine trying to run a retail store where you have to teach each new customer to: - safely use, - survive on, - be mobile while using and - be certified to use: A Life Support System in a hostile environment before they can become an official customer. Then the dive store owner must love people, be a teacher, a lifeguard, an engineer, a mechanic, a travel agent, a counselor, a businessperson, have a large amount of money, be able to write a business plan, desire to work long hours, know how to sell, know how to motivate, know how to laugh and know how to cry. Justinen has 35 years in the dive industry and he shares his intimate knowledge in a clear, sometimes humorous way gained from working with new and seasoned dive store owners over 35 years. He takes you on a chapter after chapter journey of the best practices as determined by the most successful and profitable retail dive stores in the country. These are the dive stores that can be sold for huge amounts of money because they generate huge amounts of revenue. Justinen had a relationship with many of these dive stores for decades as he has visited with them as president and founder of his own company, SEASOFT SCUBA, a company he founded in 1985. SEASOFT manufactures and distributes a wide range of innovative, unique, high end products for the dive store looking for a competitive advantage. This book is destined to be the Retail Dive Store's Bible, it should immediately pay for itself and continue to do what no other book has ever done for the retail dive store - Make the owner GROW and be PROFITABLE!
