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 1 response by richopp

Wow!

This thread is something else.  I choose not to jump in all the way, but, as a former "High-End" (HE) dealer during the wonderful 1970's and early '80's when the inventions were a tidal flood, I can tell you that there are as many types of HE dealers as there are anything else in the world of retail.

A customer's attitude has a lot to do with the way they are treated by "normal" (if there are such things) dealers, but of course there are people who behave the way they do whether they are selling or buying, so individual personalities enter into the equation.  All my fellow HE (and other) dealers back then were pretty nice.  All we wanted to do was make you happy so you would shop with us exclusively.  I had tire kickers, discount-seekers (FAIR TRADE was in effect back then--look it up), and everything in between.  Once, Bill Johnson paid a surprise visit to my shop and told me he did not think my showroom was conducive to selling his stuff--this is when Audio Research and Magnepan were aligned and selling their stuff as a "system."

Anyway, we sold a ton of it, so kind of proved it was the people not the setting that made the business successful.  Some manufacturers had ridiculous rules that small shops could never follow, some could not do enough for you, and others just filled your orders.  SO, from the point of view of the dealer, the customer was sometimes the easiest part of the equation.

For those who find dealers today are not to their liking, TELL THEM, politely, what your perception is and then LISTEN to them.  Some will blow you off--the fool I sold my shop to was like that--some will try to explain the situation and work to earn your business, and others will just hang-up or walk away.  I have no idea why, but if you work with a dealer, more than likely he or she will work with you.  If you are a jerk, and there seem to be several on here from the inane prattle I read in some posters who try to dominate the various threads (you know who you are), you will be summarily dismissed and asked to leave.  The one thing the idiot I sold my store to did was throw out jerks, and being a large person, he could with impunity.  It was not my style, but it worked for him for a while, I guess.  I understand some posters' frustrations, and I am sorry you are having that experience.  Keep trying to find a dealer who will work with you.  I am certain they are out there.

And remember, it is all about the magic of the MUSIC.

Cheers!