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 jjss49

i cannot argue with the op’s titled assertion that poor customer service is one big reason why brick and mortar hifi stores struggle - no doubt this is true, many examples of this for sure

but as usual, there are many other sides to the story as to why this happens

- brick n mortar hifi retail is a darned tough business, these stores usually struggle mightily, even in pre covid times
- owners of these stores are often enthusiasts and not the best business people, sales people or managers -- these are small businesses, and leaving side the owner's issues it is hard to attract and keep talented employees
- many many 'customers' abuse these stores and the time/energy of the personnel there - visit, touch and feel, yack yack, then buy online
- many many customers, ones capable of buying pricey gear, are often jerks who mercilessly grind the store for a few hundred bucks of profit, like it is sin to cover their overhead and make a buck
- most importantly, as one wise poster stated below, once they have committed the time, capital, energy to have such a business, these retail shop owners just do the best they can, and do what they need to do to get by, stay afloat

that all this often leads to poor customer service, overlooking potentially attractive customers in jeans and tee shirt that come in the store... it is all part of the terrain and part of the chosen life... no one is perfect, actually far far from it... for better or worse, they only have the time, money, talent, skill (or lack thereof) that they have, and are just tryin’ to get by...

i agree wholeheartedly with recent posts by @denverfred @mitch2 @drugolf @rocray

for every mistreated real buyer walking in with wads of cash ready to buy, there must be 20-50-100 a-holes who mercilessly abuse the retailers' time, energy, facilities etc for their own benefit