Why was Daniel's father's store so successful?

Daniel's father's hardware store was successful not so much because of its merchandise, but rather, because of his father's knowledge. People traveled from all parts for his advice and instruction.

My father had a very successful business. People came to his store from all over, not so much for his merchandise, but for his advice. He knew how to fix anything and always took the time to show the people who came in what the best tools would be for a specific job. There was also a large section of household items like pots and pans and knives, and he would discuss the advantages of one over another with his customers as seriously as if they were deciding the fate of the world. That's why his customers would never consider shopping anywhere else—even if the price was a little cheaper.