I am often asked questions with the preface “this may be a dumb question but-”. I recognize only two sorts of dumb questions: (1) requests for needed information that the customer doesn’t ask - and (2) questions a grown-up shouldn’t need to ask.
Welcome to Retailing 101.
Good morning, ladies and gentlemen. Please extinguish all smoking materials, turn off your cell-phones, and turn to page 11 in your textbook - chapter 1, The Real World.
Gander Mountain is a national chain store, a highly-diversified sporting-goods store with hundreds of different product-lines, serving the practitioners of dozens of sports. The Mountain’s annual income requires more digits than I have fingers or toes (I suspect).
Wessel Gun Shop is a local independent gun shop with a few dozen product-lines, serving shooters of several kinds. The shop’s annual income would have paid my (former) annual gross salary as a mainframe computer programmer for about ten years.
Slight difference in buying-power.
I took a call from a fellow who wanted to know about ordering a .44 Magnum Desert Eagle. I was glad to offer any help I could, since I knew I had at least one wholesaler with a variety of the big pistols in stock. Presently, the fellow asked a dumb question: “If I was able to find a Desert Eagle at Gander Mountain for $10 or $20 less, would you match the price?”
First of all, if the man was planning to buy a $1,500 hand-gun, only one reaction is possible to his desire to save ten or twenty bucks on the deal: what a cheap bastard.
Next, as I mentioned above, The Mountain’s buying-power is ridiculously higher than that of The Shop. The Mountain can, thus, offer prices considerably more than a few bucks less than ours. We can’t even think about offering such prices - not if we want to avoid bankruptcy. It’s a simple matter of economics - whose principles our caller either never learned or has utterly forgotten - and, apparently, never cared about.
People who quote Wal*Mart’s ammo prices to us display the same lack of thought. I feel no embarrassment at all at our inability to match Wal*Mart’s prices: they buy direct from the manufacturer, avoiding one entire level of pricing that slaps us right in the face. Meeting Wal*Mart’s ammo prices is just as impossible for us as is matching Gander Mountain’s gun prices.
And I find such questions offensive, quite often. Many who customarily aid and abet Wal*Mart’s desire to put small businesses out of business have recently found their price leader out of stock - so then they remember the shops they’ve been ignoring and think that, all this time, we’ve been waiting with laden shelves, dusting less-low-priced ammo, eagerly keeping ourselves ready to serve the cheap bastards.
Running ourselves into the ground.
Firing the employees we can’t afford to pay because, to many, “always the lowest price” is more important than maintaining an economically-healthy community.
Fuck us, they say.
Well, the feeling is mutual. If price is all that matters - good luck to you. I can hardly wait to hear that your job has been eliminated.
Probably laugh myself sick.