Editor’s Note: Industry Soapbox is a new forum for industry members from all sectors to share their opinions, strategies, and thoughts on how to improve the health of the industry, band together, and share the stoke. To submit your thoughts, drop us a line at business@transworld.net.
By Ryan Robertson, Owner, Royal Boardshop, Calgary, Alberta
Longboarding has been a key growth component in our shop for the last two seasons and by participating in this sport I soon realized the dangers. I have skated for over 20 years but after thinking I could just jump on a longer version on the big hills around here and have no problems, I realized I was wrong. It’s fast— crazy fast!
After my experience I knew we couldn’t just let these things go out the door without educating our customers. Last spring my staff and I, along with our longboarding team, decided to step it up a notch in an effort to increase participation in the sport, so we offered a free Wednesday night longboarding clinic. It has run every Wednesday for the entire season.
I believe the saying goes, “The more you give, the more you get.” Selling is not enough. I believe you should give it away; All of it, and all of the time. That’s why these clinics are free.
The response has been amazing in so many ways. Kids come out one Wednesday and then we see their parents joining them the next. At first we started with 10 participants a week and have seen that escalate to 50. Our youngest has been seven, and youngest at heart has been 63 years of age. Our longboard team, which does the instructing, has been amazing. From taking some people who are just learning to stop to doing 180 stand up slides. I watch these lessons like a proud father.
Here in Calgary, winter is on our door step. Our mountains are already becoming white and now these longboarding customers are asking about snowboards. We are taking our Wednesday night clinic’s to the snow, branding it “Follow the Leader.”
This may be already something you do in your shop and have for years so you already know why I say “Give it away.” Times are tough, and they may be getting tougher. The best way to achieve higher sales is by educating. Educating a customer builds a loyal customer who tells their friend who tells theirs and so on.
Give your time. Give your knowledge. Show your passion.
To share your stories and ideas on increasing participation at the shop level, weigh in below.
TAGS: action sports retailer, calgary, Industry Soapbox, longboarding, royal boardshop, ryan robertson, skateboarding, snowboarding
