Superior customer service.
As a professional who works in uptown Charlotte, I wear down my heels pretty often. I own a pair of beige heels, and when I went looking to get the tip replaced, I was told by two shoe repair shops that the only replacement they could get for me was a black tip. Um, hideous.
I walked into Dean's shop, explained my story, showed him my terribly clashing heel. He scoffed, tapped on a beautiful matching tip within minutes and best of all, didn't charge me, since I had been ripped off by his peers in the business.