Uncharted waters: notoriously territorial, surfers offer surprising parallels to the pro dealer industry, including insight into how to penetrate new markets dominated by other local suppliers.(Viewpoint)

From: Prosales | Date: June 1, 2005| Author: Wood, Chris | Copyright information

There's only one prime directive in the world of surfing: Locals rule. Just in paddling out into unfamiliar waters, out-of-town surfers can face verbal ridicule and harassment, vandalism of their gear and vehicles, and at times even physical assault. And you thought prospecting for contractor customers in new markets was tough.

"You can't change localism," write the editors of Surfing magazine in "How to Surf a Localized Spot and Get Away With It," an article in the May ...

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