Good quality service! It is that simple. I`m stationed in Okinawa, Japan and we have 3 US military dive shops. I use 1 particular dive shop 99% of the time. Good quality service, friendly staff, knowledgeable staff and quality (not cheap) dive gear. Have your staff be at minimum Open Water divers, that actually dive. How can you sell me something if you can`t or don`t know how to use it? That is like being a car salesman and can`t drive. Staff attitude is a big factor too. If they have attitudes with the customer, then your going to loose sales. The one dive shop I use has cut me deals on gear, fills, you name it. I`m leaving Okinawa in 2 weeks and being reassigned back to the US. I stopped by the other day to get one thing, and they offered me 10% off a light, gave me free decals and told me to be sure to stop by before I left to say, "bye". And you wonder why I use them. They didn`t have to do that, but I`ll tell you what. I let every student my instructor and I teach know which dive locker I perfer and why.