Why do dealers do this?


I'm an old fashioned guy. I like to make my audio purchases from a store and have a person I deal with, establish a relationship, and know that I have someone I can call when I need things. That is why I went into one of the larger stores in my area the other day, ready to audition a couple of things and buy my system. I had a very clear idea of what I wanted, asked to listen to a component with a view to buying it.
The dealer had a completely wrong approach from the start, and it is not a unique situation. I know many good folks in the business are on these forums, so I want to ask why this happens.
From the moment I set foot in the store he created an atmosphere of fairly intense pressure. He started with "you know, I only demo for buying customers". Throughout the visit, I felt continuously pressured to buy on the spot. I was forced to cut my visit short and I was unable to fully appreciate the component I was auditioning. I went from wanting to buy to wanting to run away - who feels comfortable buying something when pressured and rushed to do so right away? So I left the store unsure that I would want to do business with him. Had I had a good experience, and a knowledge that I can go to the store any time and have a good experience rather than have to find a way to "escape" the pressure I would not only have been happy to buy what I wanted, but would have been back often for other purchases. I cannot for the life of me understand where this comes from. One argument I heard is that store owners don't want to have people audition things and then buy online. Well, first off short of refusing to have a show room I don't see how you can make completely sure of that. So, wouldn't making the customer feel comfortable in your store be a better strategy? For me, I now want to shop online rather than go back. And here is one more twist. All online dealers for the product I was looking at make it clear they will not sell to anyone who has a dealer in their area. So I could not buy that online anyway!!
Can anyone enlighten me? Why can I not go to a local store and have that be a pleasant experience any more?
roc_doc

Showing 2 responses by mlsstl

I suspect dealers who are like this fancy themselves so perceptive that they can spot which customers are serious buyers and which are tire-kickers. It sounds like in your case (and many others one reads about in forums like this) that said dealers are often wrong.

It's a pity that happens at all and doubly so that it seems to happen frequently.

Of course, there is at least one alternate explanation. It could be that this dealer is selling more equipment than he can handle as it is without having to waste time on serious audiophiles. No need to spend time on extensive listening sessions. Fewer complaints from hypercritical customers. Fewer hassles with returns. Fewer special orders for models not in stock.

Perhaps he quickly and correctly identified you as a member of the group of customers that he thinks are more trouble than they are worth. So he blows you off and waits for a non-audiophile to walk in the door and say "give me something expensive and fancy. Your call."

I've got a system that I greatly enjoy. Even though I have no urge to change anything, I do like giving the current products on the market a listen. I can't say I've been treated poorly but there is a noticeable lack of enthusiasm when I visit most of the local stores. I do this infrequently enough - easily less than once a year - so I doubt they know who I am.

Of course, audio dealers are not alone. About 25 years ago I walked out of an Audi dealership after being treated poorly. I guess they thought I was too young to be a serious buyer. Three years ago I was looking for a new car and walked out of the same dealership again after very poor treatment. Too old now? (Those were the only two times I'd ever been in there.) I ended up with a Volvo. Guess I just don't look like the one dealer's idea of an Audi owner.... ;-)
Does this thread (or any on Audiogon) really need to be discussing politics?

There are other web sites better suited to such discourse if people feel the need to make their political thoughts known.

I'd rather see Audiogon stick to the intended subject.