2. misc-audio
  3. 170550-1285

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 3 responses by sns

sns
3,003 posts
 
I gave up on bricks and mortars with store fronts long ago, pre-interweb time. I discovered in home dealers willing to spend more time with you, knowledgeable and more willing to negotiate on price. I often purchased demo items as they were often rotating equipment, not trying to sell you entire systems.

High end dealers near me now really more HT than 2 channel stereo, far more profits here and plenty of deep pockets in my area.

I don't know how illuminating this is, but a furniture maker our family business contracts with from time to time was former audio salesman, 1980's into 90's at one of the best audio stores in my area (still in business). He knows I'm an audiophile, loves to tell me how much he despises audiophiles, describes them as arrogant know it alls, excessively aggressive in negotiating prices and service demands. Funniest of all, states obsession with sound quality rather worthless, believes his present Linn system is all one needs. Wonder how many audio salesmen have this attitude, laughing at us behind our backs.
sns
3,003 posts
 
Audio merchandizing  has changed since my good experiences with B&M prior to internet. Online business is competitor and likely perceived as a winning competitor by B&M personnel. I suspect they assume each new visitor may be comparison shopping via internet, greater level of vetting or ignoring if busy would be expected.

I only know that my days of visiting B&M ended when I realized the internet was indeed competing in my expenditure of hard earned dollars. I came to understand I was misusing the B&M by extracting benefits with no cost to me.

I'm fine with internet business model, I have to do the hard work of determining products to purchase, I have to purchase the product to demo in my home system, finally either keep or resale to fund the next purchase, diy audio system acquisition is golden for me!
sns
3,003 posts
 
Almost forgot to mention.
Arnie, originator of  Audiogon, had a store in Ann Arbor, Mi called Accutronics, best audio store ever. Took in trades and purchased used items from all over nation, just tons of used high end to pick from, also sold new.  He'd let me listen for hours, set up potential purchases of mine, whether new or used, into his showroom systems. So giving of his time, I had tons of questions, learned so much from him. Occasionally, he'd invite my fiancee and I  to his upstairs private system, I recall lots of Jadis equipment, my first listens to extreme high end, just amazing!  My system at the time was sorrowful in comparison. I liked the feeling of purchasing items from him, enjoyed supporting a business so generous with it's customers.  Arnie spoiled me for what I expected from audio stores, sigh!
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