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 1 response by mrjstark

Just my 2c from my experience.
If pressured by store owner or salesperson on commission, I simply walk out and never come back. It is that simple.

I have recently spoke with fellow audiophile who used to work in high end store in NYC. In short, he tried to explain his point of view and mentality behind the approach towards the potential customer.
His argument was the owners expenses, time, effort and annoyance with those who abuse the dealer as the source of information and place to audition gear of interest.

As much as I like to understand his arguments, I do not understand how this mentality can build a successful business and clientele?

I have never bought a car without test drive, watch -before trying it on my wrist, house- before seeing it, inspection done by a pro and comparing the property to the similar offerings in the area , etc, etc, etc.

His arguments were weak at best.

There are dealers that will work with you, care and are accommodating and friendly. You just have to look around to find them.

I dealt with manufacturers who would go out of their way to please their customers as well. It is one of the reasons why I simply deal with people that are as passionate and enthusiastic about music and HiFi as I am.

My best advice to you is this:
*Find a dealer you like ( there are plenty to choose from)
*Dealers that refuse to let you audition particular gear - report to the manufacturer....as well as your experiences and such.
*call the manufacturer directly if you are interested in the product, so they can assist/help you to get the best service.
*there are plenty of companies that sell direct. Some even offer in home audition.
*it is your money, it is your call, do what is in your best interest.