"They asked me, 'Why don't you market your store that way?'" recalls Kiefer. "I started realizing that every time you changed price, a different manufacturer was a better performer. Our industry was not promoting that way. So we started switching our sales presentation to totally address value per dollar relevant to the kind of performance an individual wanted."
"That's why I carry so many lines," he says. "Every time we change prices I need to sell a different line if I want to tell the truth."
This practice flies in the face of the limited distribution model and the do-more-business-with-fewer-vendors mode of retailing. But it worked for Kief's in Lawrence, Kansas. Kief's Audio/Video carries 106 lines of A/V and car electronics, cherry picking brands for their award-winning SKUs.