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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
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weiserb
476 posts
 
I am in sales (printing and packaging in NYC). My job is to develop relationships with my customers not push for an order. I have some customers for almost 20 years. Your retailer needs to look at it that way too. Can my customers get a lower price if they shop around and around. Maybe. But I am selling more than price. My expertise is worth the few dollars more I might be. In many cases my experience and skill can get the customer a better product for less overall cost. So I am not afraid of the cheap print shops. You get what you pay for. This bums rush dealer does not sound like he has the right stuff to win you over so he resorts to pressure tactics in place of skill and knowledge.

If I sold audio, you would walk away from a meeting with me with some new information and ideas, a plan on how to make your music sytem better today and down the road, not just a price etc.
pacific_island_audio
49 posts
 
Reminds me of my last auto purchasing experience. I was debating between Saab and BMW. Deliberately went to the dealerships wearing sweats. Was treated like a tire kicker at the BMW dealer; was treated like a real buyer at the Saab dealer. Guess who got the sale. The entire experience at the Saab dealer was pleasant. I was treated as if I were their only customer. Never before have I had a pleasant car purchasing experience, not once!

There's no way to know if someone is serious or not, and who knows when a buyer is deliberately trying to throw you off track.
danlib1
819 posts
 
Mlsstl reminded me that it's not just audio dealers who act this way. I'm in sales for a living, and had a unique experience buying my wife a car.

One Saturday, I drove my P.O.S. company car (it's free- new one every year or so) to the Lexus dealership to buy a Lexus for my wife. I had on jeans, tennis shoes, and a Santana T-Shirt. My plan was to make the purchase with $15k down, leave the company car on the lot, and come back with my wife on Sunday to pick up the POS.

Well, the 20 something salesman refused to let me test drive a car. I could not believe it. His excuse was that since I was buying it for my wife, I should bring her up there for the test drive with me. I pointed out to the guy that my wife hates dealing with car dealers, and that I would make the decision and the transaction.

Even after my explanations, the kid told me to come back with my wife and he would "let me drive a car". He obviously took me for a middle aged underfunded chump who had no business on a Lexus lot.

Unbeknownst to the little shit, my wifes's second choice was an Acura she really liked- and the Acura dealership was directly across the street.

I went across the street and dealt with a guy in his 50's- great transaction.

I bought the new Acura and drove it over to the Lexus dealership. I asked to speak with the kid who had dissed me, and gently explained that one thing you must learn in sales is that appearances can be deceiving, and that every customer should be treated with respect. He did not apologize, or say anything other than I had made a mistake and bought an inferior car.

So basically the kid learned nothing and still treated me like shit. I'm sure he's doing very well in the current economic downturn.
polk432
1,142 posts
 
I too am pissed off to the max. I bought a Grado cartridge, a Teac X1000R reel to reel, and a Linn Kudos tuner from the same company in Tampa Fl. About $1500. in all over the past 7 years. A few days ago I spoke to a salesman asking the price of used or demo Linn products. He said he would call me that day. I called back later and he was in a meeting. I called the next day from a salesman I bought the products from and he said he'd call back with prices in 10 min. NO CALL BACK. Last night I left a message for the owner pres. If or when he calls I'll let him know I bought a mint cond. Linn Mimik cd player, and I'm also buying a Linn Sondek turntable right here on AG. Not only am I saving a lot of money, but I am going to inform Linn co. about this. The economy is not that good and people should be buying gold not stereo equip. I am lucky to have a few pounds. Why do dealers ignore the working man? BTW this place was dead on Fri. when I went in there.
solman989
44 posts
 
Reminds me of the recent experience I had at the local dealer.

As I walk in, the salesman asks me if I have any questions. I tell him what I am interested in auditioning, and he pretty much tells me that he doesn't want to go through the trouble of hooking things up unless I am serious about purchasing. I was a little taken aback by this. After all, my buying decision would have been based on the audition.

So after he finally gets things hooked up, he starts to 20 question me about what gear I own and where I purchased everything. Why does it matter anyway?

After listening to one of the setups, I asked to have a piece of gear swapped out for something that I was interested. It turns out to be defective, so the salesman tells me that he can sell it to me for a reduced price after they get it repaired. I asked him for a ballpark price so I could figure out whether it was in my price range. He wouldn't tell me. Instead, he told me to come back when the repairs were done and he then would talk price because he didn't want me to go and buy it off the internet. After this experience, I don't think I want to come back.
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