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
sns
3,263 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.
rsf507
2,324 posts
 
Personally I prefer the small home dealer. They show respect and not pushy. As others have stated the Brick & Morter stores just don't understand the customers wants or they just don't care. Sorry but will not go to these places anymore. 
ebm
9,311 posts
 
Tire kickers like you are bad for dealers go to a stereo show where tire kicking is expected.Enjoy!
theo's avatar
theo
2,690 posts
 
I have a few very good B&M dealers within 1 hour of my home and a couple that I don’t care for. I do find that the trend toward appointment only is becoming more commonplace. I guess the downside of that is, I can’t stop in on impulse but the plus side is if I set an appointment to hear  e.g. cartridge and PreAmp combination, it is ready to go when I get there. The other thing I like is I can listen without having background music from someone else in the store. But I personally like the face to face sales/buying approach, that is just me, old fashioned?, maybe. Although I have made friends with other customers in the store and been exposed to music that I would probably not have heard as well.

But in the long run I have found better deals and service via B&M than website.
In the end each dealer has to set his MO based on his business financial footing, fail or succeed, it’s his balls on the table. But if I don’t like a dealer then I don’t go in his store, even if he is the only Brand X dealer in the state.

Personally, I want to see small business survive, that really takes courage especially in today’s business climate. Audio, media, clothing etc, it is a rough terrain out there and I will support whoever treats me as a valued customer. I think sometimes the “stand offish” personality is tension of a businessman hoping to pay the rent. And being understaffed today is more common than it ever used to be, a person can make more tax free standing on a corner with a cardboard sign than having a job.

My opinions of course and I expect contrary rhetoric and that is your right, but just wanted to share another point of view on the subject. 
ghdprentice
7,046 posts
 
The internet has given tremendous opportunity to younger and less well healed audiophiles. If you have more time and learn to research well you can save a ton of money and have orders of more choices than from a dealer. Like MC says there is a limit to auditioning. I am glad I did what I did when I was younger

BTW, my dealer is doing pretty well… after building his business for twenty plus years.. starting out of his house. But he is not rich by a long shot. These guys can make a good living… the few that do well. But it is not a way to get rich, period. If he had put his effort into being a general contractor, or developer… he would have more money (remember for the first ten years he made just enough to survive). My guy sells on the internet, and lots of low end stuff (he has two employees that make good livings). It takes a lot of skills and work to run a business like this. He programs his own web presence and does some programming on the side, “just in case”.
More to discover