Word of mouth marketing

I began to talk to individuals that might be interested in setting up their own shops on the site. For instance, there are many 4x4 clubs and they all sell shirts, hats, club decals for their trucks, etc. I ran into a problem, the people I thought would be the most interested were the ones the least interested. The typical excuse was, "I prefer to hand out my goods in person and meet with people directly". Even though setting up a store didn't mean they had to give that up (they could just as easily skipped shipping and deliver the goods by hand), the site gave them the impression that it reduced their contact with fellow club members. Oh oh.