“My philosophy is don’t let your customers walk away from any sale because once they do, they won’t come back,” he said. “If a customer wants a $700 screen, get it for them and go for the complete full sale.”
Although dealers will make little margin on something like an iPod, he said, they can still make plenty by selling higher-end ear buds or with the accessories that accompany a TV sale. Dealers also have to get used to the fact that the products which used to begin their life cycles as high-margin offerings through niche retailers are now quickly becoming commodities as they are introduced to the mass market at an earlier stage.
“That ramp up is much faster today,” he said.