Business Notebook: Beating all the competition

Warwick - Many of us have wondered how Gurda TV, a relatively small sales and repair shop across from Burger King at 3 Oakland Ave., Warwick, has been able to compete against the national electronics discount stores. The answer, according to owner Bill Gurda, is that his service is better and his prices are the same or even lower. And 25 years of doing business in Warwick, including 18 years at the present location, are evidence that he must be doing something right. Gurda explained that by combining earnings from his parts and service center with those from the store’s retail sales of Sony products, he is able to cover his overhead and be profitable. That allows him to meet or beat prices advertised or offered on the Internet by national outlets like Sears, Circuit City and Best Buy. “I know their most recent prices,” said Gurda, “and I also know that I can match or beat them. I even show my customers current fliers listing nationally discounted prices for each model. And then I sell them the same model Sony TV that I have in stock for that discounted price or even less.” Besides competitive pricing, Gurda explained that he also offers the convenience of local shopping along with honesty, expert advice and personal service. “If any of my customers have a problem with a TV they purchased here, I don’t tell them to contact the manufacturer,” he said. “Gurda TV is their authorized service center and I take care of it right away.” Gurda said that he frequently suggests less expensive products than his customers had in mind and on one occasion, talked a woman out of a sale when he realized the problem with her present TV, that she had described, was most likely a cable box malfunction. “Some people,” he said, “look for televisions that have more features than they will ever use. I want them to buy what’s right for them and to be completely satisfied with whatever they purchase.” One important message that Gurda would like to send out is that just because he’s been in business for 25 years, it doesn’t mean that Gurda TV is behind the times when it comes to product. “I’ve learned how to compete,” he said. Christmas caroling This Saturday, Dec. 10, at 3 p.m., the Sugarloaf Community Foundation is sponsoring a free event featuring caroling performed by students from the Warwick Valley Middle School. The caroling will be held in the Sculpture Garden at the Bertoni Gallery, 1392 Kings Highway. Bring the children. The local ambulance, fire and police departments will be on hand with an educational static display of their trucks and equipment. Santa is also expected to make a special appearance. Clothing drive Barbara Laurence, president of the Warwick Merchants’ Guild, recently announced that the organization is conducting another “Coat Drive” for the needy during this Christmas season. “We’re concerned,” she said, “that because of all the resources that went to the victims of hurricane Katrina and other natural disasters this year, local organizations that help the poor received fewer contributions than usual.” The merchants are asking people to donate coats, scarves, hats and gloves, that they no longer wear but which are still in good condition. The serviceable clothing can be for a person of any age, size or gender and should be dropped off at The Liquor Store of Warwick on Main Street, the Garage at the Eclectic Eye on Railroad Avenue or Who’s on First Antiques on First Street. Volunteers will then periodically deliver the donations to The Alamo and the Ecumenical Food Pantry. Greenhouse mixer On Thursday evening, Dec. 1, the Warwick Valley Chamber of Commerce held an “After-Hours Business Mixer” at General’s Garden Greenhouse on Sanfordville Road. Hosts Michael and Deborah Sweeton invited guests to judge their favorites among an impressive variety of poinsettias. Reminder Warwick is midway in the celebration of “Home for the Holidays,” and the Merchants Guild and the Warwick Independent Business Alliance urge everyone to please support their local businesses when gift shopping.