"5. Friendly staff - friendly is even better than knowledgeable- I will be back if you treat me right."
Friendly is so important, but KNOWLEDGE of the product is critical, especially if sewing machines will be sold. My LQS called me in the evening after I had been there with a problem to see how I was doing --- Now that's SERVICE!
The staff in a previous shop were nice, but "I'll learn with you" -- is not good enough for a successful business.