“I realized what the buying experience is all about one day long ago when I went to the Los Angeles County Fair and came home with a cheese grater,” Fong told us. “I watched a chef demonstrate a cheese grater in such a way that it made me feel I needed one—even though I don’t cook. His presentation made me go and buy one. It created a sense of desire.
“Camera stores can do the same thing,” he continued. “Robert’s Distributors, for example, in Indianapolis does a great job of this.” Successful camera stores like Robert’s educate and excite people, he explained. That’s the most important thing. They also have well-trained, congenial salespeople. “Customers should be able to form relationships with the people behind the counter, sort of like the barber you trust and can talk to.
“Selling on price alone is no good,” he added. “There can be a backlash because a customer could spend $3,500, save money compared to another retailer, but get something that’s not right. Merely saving money doesn’t mean the customer is getting the photographic results or solutions they are after.”
Another example of a retailer getting it right, according to Fong, is the Exposure Photo & Video Imaging Show (exposureshow.com) that’s sponsored annually by Henry’s in Canada. At this show, consumers experience an extensive assortment of how-to demonstrations that focus on results and solutions. The show is both educational and inspiring. It’s a selling show, and there is an admission charge of $25 that’s refunded with a purchase made at the event. And it’s fun—or as Fong said, “Customers have a little thrill while making a purchase.”
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