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 4 responses by mahgister

and without a lot of money you can’t have an intermediate system in your living room, magically that will work and be a good reference. You need to COMPARE, that where a store is vital.
A good few bucks system used or legendary vintage is not becoming "trash" suddenly compared to costly higher one today...

And the magic at which you point exist, i call that ACOUSTIC...

It may cost NOTHING..... I know i made my room treatment and control myself...

I did not need to compare my system to any other to know if timbre of a choral piece or an opera fill my room with naturalness and 3-d holographic volume...

I need to compare only if i want a bit more for a very big load of money yes....What all people name an upgrade....
if you want to learn how to "swim" in audio, you can read reviews or compare yes, but like you say to learn to swim we need "water" and in audio water is acoustic....Not marketing electronical design articles or reviews or audio show gear comparison in bad room ....Acoustic and psycho-acoustic science and experiments...
The destruction of all "past" human values or life, even what is a doctor and what he "freely" can do or not; all past capitalism conceptions are superseeded also by a new monstruous beast called worldwide fascism...

Even the war between China and Us is a superficial movement on the visible part of the sea...

What enlightened times to live and think!

I am optimist ,spiritual illumination is on the porch....

I miss old times and i cannot wait for the new times to come....





In this era and times, something in me miss the 50 and 60 years just before Kennedy ....i know old man nostalgia...But all things were simplier...

Something crawling and flying in me says that tomorrow many like me will miss human interactions of any kind....If all thing goes well with robots and A.I.

But an another voice spell to me that with social and climate change, the way the customers are received and the ways customers are a plague for some sellers, the way customers "rape" human trust of the vendors or vice versa, in spite of all that ,all that we will be dearly miss...

"Times are changing"....