A local shop will probably be hard pressed to compete on product price. So, they need to offer value in the form of service. Examples of such value added service would be providing advice, help with tying, discussing fishing spots and stuff that we all love to do when in a quality shop. We have such a shop in Western NY State that has provided this beginner much assistance which I greatly value. I have purchased my initial rod & reel and some gear from large catalog stores, but the future my $ is going to the local guy. They have helped my fishing & tying.

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No one cares how much you know until they know how much you care