I deal with this, literally, every day. Sometimes I can match the online price, and sometimes I can't.
When I can't, it's up to me to put a value to the higher price. Of course the customer is going to try to save a few bucks. That's what customers do. But if I can't beat an internet dealer on price, I know I can beat him on value, and I can do it every single time. Ultimately, it's up to the customer to decide if all he wants is the lowest price. If that's all he wants, I'm really not all that interested in having him as a customer...
You'd be surprised how many of those really are just looking for a better price and would of gone elsewhere for a small difference in cash.
Retail isn't a large portion of our business, services are. I don't have to deal with online prices like some other places, but I do have to deal with work at home "technicians" whom offer services for cheap.
Usually when I get people that make promises of future business or make claims about them wanting to support local business, most of the time they are lying.
My dad has lots of experience as a salesman (so much so, he was always sought after by competitors, and customers).
He told me: Everyone is smart. Never think they are dumb, because that's when they will get you (in a business transactions).
So far what I've seen is most customers are fair and honest customers. The few that haggle (for whatever reasons) are often ones who will forever haggle and have no qualms about lying.
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