How to Beat Internet Pricing
"You have to tell them that sometimes you never know what you're getting through the Web," Seelig said. "One guy came in during the holidays. His son-in-law had bought him a lens that said 18-200mm on the box, but inside was a 28-200mm lens."
Seelig also tells his prospects about one of Cardinal's regular customers who bought a video camera and was in Lake Tahoe when it broke after two weeks. "We over-nighted him a replacement," he said. "We tell people that if they keep the box and something like that happens, we'll replace it. That's not what will happen if they buy at a big-box store."
But sometimes there's a limit of how low a dealer will go. "If someone comes in with an Internet price and I'm going to make $5 on the camera and I can't sell them anything else, sometimes I let them walk—it's not worth it," Seelig said.