Enthusiasm for and belief in the product. If you have that, it sells itself. I know our gear is the best in the world because NZ wool is the best in the world, and our manufacturing partners are the best in the world. Quality always tells and is all-important.
A rule others should remember is that if you try to push rubbish on to the public you'll get found out and you'll fail.
We also try to give the best possible service we can.