Wes hit the nail on the head here.....
Why should I buy from Ron Owens..... what does he offer that the others do not?
Look at your business from the customers point of view.
Look past all your racing buddies that encourage you to get into this business, they just want deals, and they will ping pong you on price from the others, you know s and j.
10% is not a lot, but volume is what you need.....if one thing I found out in my own business these last 5 years, is that you dont make any money working for a living..... it is selling the parts. A buddy of mine told me this, he runs a bridgstone tire store, he says its not the labor you make the money on it is the parts you sell the customer.
Choose your buy in products wisely, the last thing you want is an item (read that money) hanging on the wall for a long time not moving.
Ron , do yourself a favor if you have not already, go down to Chapters, or whatever big book store you have in your area, and buy a book called "Small Business Marketing for Dummies" a wealth of info on promoting and selling and written in terms we hosers, hillbillies and rednecks can understand...