Long before box stores and national chains came to Anchorage, Alaska, Homer Sparkman was the proprietor of a small equipment rental and engine repair service on Fireweed Lane.
One afternoon a man entered the store seeking a muffler for his lawnmower.
Homer looked up the part in his catalog, confirmed with the potential customer that it was the correct part, and Homer had the muffler in stock.
Homer found the muffler, placed it on the counter, and said with emphasis, “$19.95!” Homer knew what was coming next. He’d done this before.
“What?” The guy says. “I can buy it from the Montgomery Wards’ catalog for $8.95.”
Homer pretends to think about and responds, “I’ll sell it to you for $8.95.”
“Okay.” With a noticeable look of satisfaction on his face, the man gets out his wallet and hands Homer a ten-dollar bill.
Homer writes up a receipt, gives the man his change, and with ceremony, places the muffler under the counter.
“What are you doing? I want the muffler!”
“Well,” Homer says, leaning forward with a small smile on his lips, “come back in three weeks and pick it up just like you would if you ordered it from the Montgomery Wards’ catalog.”
Needless to say, the man was angry. But, controlling his anger and still needing the part, he got out his wallet, placed another eleven bucks on the counter, and demanded the muffler.
Smiling with satisfaction, Homer put the money in the cash register, retrieved the muffler, and placed it on the counter.
The man grabbed the muffler and stormed out, slamming the door behind him.
Those witnessing the exchange could not hold in their laughter and joined Homer’s belly laugh as the man drove away, spraying gravel as he left the parking lot.
Homer got a great deal of satisfaction making his point. Stuff is more expensive when it’s immediately available than when ordering from a Montgomery Wards catalog, waiting three weeks for delivery—and paying shipping charges.
I trust that Homer’s new customer was not a returning customer.
Note: Both Homer’s small engine repair shop and equipment rental and Montgomery Wards went out of business.
