Service counter business is probably as close to the basic thrusts of retailing as a company will get, whether or not they have a showroom. While for most wholesaler-distributors the counter is not meant for consumers, the need to attract new customers and to keep them coming back is similar to the problem of many retailers, some of whom compete with wholesaler-distributors.

One thing the most successful retailers understand is that their business is primarily "show business." They create settings (their stores or showrooms); they script plays (their assortment of items offered); and they hire casts of characters (their counter personnel). The differences between two competing ...