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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
tbg
5,263 posts
 
It is the same when you go to a car dealer. What does this suggest?
tonywinsc
583 posts
 
I think age has something to do with it. In my 20's sales people assumed I was either not serious, had no money or didn't know anything about the product I was shopping for. But now that I am 50, salespeople are a little more respectful, I find.

I like to visit stereo shops in the different towns I visit around the world. Some places are cold and indifferent and some places the sales people like to chat and talk shop. One of my best experiences in a stereo store was in Las Vegas in the 90's. I literally traded the shirt off my back for a Half Speed Master recording of APP's Tales of Mystery and Imagination. I was on a vehicle hot fuel test and the shop owner liked the corporate vehicle logos on my shirt. So I took off my dirty smelly shirt and grabbed a clean shirt out of the trunk of my car. Love that record.
mapman's avatar
mapman
21,932 posts
 
You encountered a bad dealer, plain and simple. His attitude is self defeating. The only way he can survive is to provide better service to his customers than the alternatives and apparently he isn't.

Try to find a good one if you can. They are still around at least in my area (Baltimore/DC metro area).

Otherwise, get used to buying online either used so as to be able to try and sell if needed without taking a loss or from good on-line companies with appropriate policies regarding in-home auditioning and guaranteed customer satisfaction.
mapman's avatar
mapman
21,932 posts
 
By the way, it must be hard for live dealers to try to operate with traditional boutique business models these days. Audiophiles are a finicky bunch when it comes to how systems sound, and what you hear in a store is not necessarily what you'll hear at home, so there is a risk involved if you are a buyer dropping a lot of cash on a product and then you get it home and it does not pan out for some reason.

I guess really knowledgeable dealers are aware of this and provide good, honest input to help avoid this situation rather than looking for the fast sale, like with those that got us into this sub-prime mortgage problem.

If I were a dealer these days, I would look to provide value added via the live experience over what a customer can expect shopping online. Old fashioned boutique business models alone might not cut it.
shadorne's avatar
Ag insider logo xs@2x
shadorne
7,467 posts
 
If you tell them you moved to a new bigger house and need a new system they will jump all over you. If you tell them your just kicking tires and you are honest and say you just want to hear something out of curiosity you will usually be ignored. The salespeople are often competing in the store....they size people up fast and try to keep themselves available for when the Goldman Sachs investment banker/broker with the "i want to build a complete HT system" and "it must be better than my friends" walks in.

Fortunately some of your toughest competition (those guys at Goldman Sachs used to earn an average of $622,000 a year and the I bought a brand new bigger house crowd) may be out of a job and a house - so the salespeople may turn their attention to ordinary folks again ;-) ( Just kidding)
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