One big reason why brick and mortar high end audio dealers struggle.


I live in a major metropolitan area with several close by high end stores.  I never go in any of them.  A dealer just opened a new location 5 minutes from my house.  Major dealer with Magico, Constellation, McIntosh and many other serious brands.  I went by a couple weeks ago mid day on a Friday.  Door locked, nobody there.  I call today to make sure they are actually open for business.  Guy answers the phone and says that they were out on an install when I can by and that they are short staffed.  No problem, I understand.  But from that point on the guy takes a subtle but clearly defensive and pissy tone.  He states that they recommend setting up an appointment for customers to view their products.  Sure, and I recommend never going there.  Off my list.  Back to buying online.  Here's the issue.  So many of these high end dealers are only after the wealthy guy that comes in, spends less than an hour there and orders a complete home theater or 2 channel system and writes a check for $50k or more on the spot.  That's there customer base.  I get that it can be annoying to allow a bunch of lookers to come in and waste their time and not buy anything, but isn't it good for business to have more customer traffic?  If someone comes in, spends an hour there, listens to some amazing gear and then buys nothing, doesn't he tell his friends and family and coworkers about his great experience?  Isn't this word of mouth valuable?  These brick and mortar dealers almost universally are unwelcoming and unfriendly to people that want to come in and just look and listen and not buy.  Sorry, but the vast majority of potential customers are not going to spend 20 minutes by private appointment to order their new $100k system.  Why not encourage people to come and spend time with zero pressure to purchase.  I have purchased dozens of high end speakers and electronics over the many years I have enjoyed this hobby.  I might well buy from a dealer if they were actually nice, friendly, and encouraged hanging out and getting to know their gear.  But they don't.  I would never go to a high end store that required an appointment.  Because this creates a huge pressure situation for you to purchase that day.  I'm not ready to purchase on my first visit.  And neither are thousands of other potential customers.  If they can make a good living just catering to the wealthy one time buyers, then, ok, good for them.  Doesn't seem like they can though since so many have gone under.  Maybe it's time to try a different approach?  Step one, no commission sales people.  Step two, welcome people to listen and not buy anything.  Encourage it.  This will create positive word of mouth and significantly increase customer traffic and ultimately create more paying customers it would seem.  I don't get it.  Rant over. Please don't respond that you have an amazing dealer.  I'm sure they exist but they are the exception.  What I am describing is the typical customer experience.
jaxwired

Showing 2 responses by clearthinker

The writing's on the wall for the bricks and mortar guys.

Look at it from their point of view.  You go into the store, spend three hours chatting and listening to equipment.  The he lends you a couple of pieces you like the sound of to try in your system.  You go back after two weeks saying 'thanks but they're not quite what I'm looking for'.

Then you go and buy them from a warehouse on the net or a grey importer at a 15% discount to the MRP.

Sure, you would never do this.  But plenty do.

Sorry.  The world's changed and it ain't going back.  No future for them.  For most people  it's every man for himself and a buck's a buck.

@northman

You are right that stores are the main way we get to audition equipment before purchase.  True some manufacturers sell direct and will ship on sale or return.  But you pay return shipping and with a large speaker this doesn''t work well as there is a push to keep the piece because of the cost of sending it back.

I entirely agree with you on your second point too.  I always insist on a lengthy home audition in my room and my system.  But from posts here there are plenty who go out and buy expensive gear on the say-so of other members, many of whom are being paid fees for recommendations.

Ho hum, we can't help everyone.