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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
roc_doc OP
55 posts
 
Thank you for all the replies. Wow, I tapped into a well of frustration here, I am glad to hear it's not me (I was worried it was me shifty eyes...). The number of replies shows the extent of the problem.
Since someone mentioned this, in the 70 or so minutes I spent there I did not see one other customer walk in, on a week-end day in the middle of the day. I guess others had figured the store out before me...
I always hoped audio dealers would have a love of this stuff and be a different category than car dealers (nothing against car dealers, I know plenty who are great people, but we all agree that business overall has a certain reputation). I guess I will give other stores a chance and look more closely to online options.
To brighten the mood, I remember the first store I spent audio money in. In a small town, but with a lively music scene. I spent over two hours there the first time I went, and the guy (must have been one of the salesmen) spent that time taking my wife and I through hugely expensive equipment set-ups and just teaching us about audio in general - it was very clear we would not even dream of buying any of that. He just seemed to have a blast doing that. So, one year later (yes, I did not even buy anything for a whole year!), when I finally decided to buy a system, guess where I went? This is what I want in an audio store. Educate your potential customers, and make them feel comfortable and maybe even have lots of fun in your store. Most of them will be back to spend money.
kennyt's avatar
kennyt
1,226 posts
 
Pacific Island Audio,

Good story, sorry about the Saab, my experience was equally as good buying a Saab, then when it spent 8 out of 30 months in the shop, the luster faded!

Polk432,

I suspect I know which dealer in Tampa this was, don't feel bad, the guy refused to call or return any communications from a good friend who told him he ahd $75,000 for new HT gear for his new house!

Danlib,

I ALWAYS go shopping looking like a bum, living in Florida by the beach, I don't even own dress clothes! I have never had trouble in ultra high end watch stores, or car dealers, the Porsche dealer couldn't have been more accommodating to me (unfortunately I don't fit in anything but the Cayenne) and I've had watch dealers pull $180,000+ watches out in a heartbeat for me (DeWitt Tourbillion BTW)

Despite this, I too have been snubbed at audio stores. The last one I went into was closing it's doors in 3 hours, done, over, no more retail. I wanted to buy a TT and had cash in hand (well, in wallet) They asked for 20% off a MMF Demo??? I was amazed, well, didn't buy the TT, and laughed to myself as I walked out, it was pretty easy to see why they went out of business!
nick778
147 posts
 
Because many dealers' sales people don't know how to sell. They are selling a transaction instead of finding out what your needs are and listening to you. Tranactional vs. consultative selling.

I've been a corporate sales officer and have taught many teams how to sell on a consultative basis. As the other poster said, it means repeat business due the the value added for the buyer when a dealer can approach you and your needs from your perspective.

Unfortunately, most dealers don't understand this themselves and therfore don't know how to hire and/or train their salespeople.

If you can, find another dealer in the area and explain the type of experience and assistance you are looking for and make clear that selling pressure is the quickest way to have you head for the exit door.

On the reverse side though, many dealers don't invest in this type of personnel as when they do, some customers will pick their brains, demo their equipment at home then buy at the cheapest place in the area or used on-line.
stubby
73 posts
 
I don't understand why a dealer would have such an attitude but I've come to the understanding that it is a waste of time to try to enlighten one. Just walk away and enjoy the amusement of the show of ignorance.
mmike84
309 posts
 
I've had the opposite experience in Denver. With almost no exceptions I've created relationships with people who are very knowledgeable, patient, and truly care. Maybe you should call the store owner (assuming it's not a big store) and talk to him/her. You might create a relationship with someone that will enhance your future experiences. After all if we all just buy things online, we may not like the world we create.
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