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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
mapman's avatar
mapman
22,406 posts
 
"You're unlikely to find too many average audio salesmen who share your ethusiasm for demoing equipment."

Too bad if true. I sold a lot of equipment years ago just by paying attention to people's needs when they walked in the store and enjoyed the process of demo'ing options as well.

Of course, I was just a naive college kid back then. Times have changed for sure and certainly not always for the better.
mrtennis
3,295 posts
 
people who apply pressure to sell you something may make the best deals.

i welcome the challenge of high pressure salespersons. i sometimes get good deals using my superior negotiating skills-- the greater the desperation, the higher the discount.
blackstonejd
153 posts
 
I am 28, I have been involved in the audio hobby for about 15 years.

My high-end audio dealer is my favorite retail store and that includes all types of goods. As a 17-18 year old kid I took up a lot of their time. I probably made a purchase one out of every four times I walked in the door. The rest of the time I was consulting with the owner and salespeople, listening to equipment well outside of my price range for reference, and just picking their brain.

However, as a result of their liberal policies, zero pressure attitude, and expertise, I was able to make very, very smart purchasing decisions. By the time I was 21 I probably spent close to $8k-10k on components and accessories that have lasted almost a decade. I took a long hiatus for college and law school and am getting back into it after an almost seven year break. Or I should say, seven years of being broke.

So even though most of the time I show up there I can't really afford to buy anything and I am really just investigating, the relationship they formed with me will probably be worth tens of thousands of dollars when it is time to close the book on this system.

How does a normal, middle-class person wind up with a seriously awesome high-end system? Upgrading and trading in one component at a time, strategically and thoughtfully, over decades. That means developing long term relationships with dealers that know the equipment and the auditioning process, and want to get to know you.

The best dealer will always let you into their flagship room because that is the only place where you will get the reference you need to make the right decisions about your own system, whether it is a $2,000 system or a $10,000 system or a $50,000 system, or whatever.
audiofeil
4,011 posts
 
>> i sometimes get good deals using my superior negotiating skills<<

Not to mention an abundance of humility.
mapman's avatar
mapman
22,406 posts
 
"The best dealer will always let you into their flagship room because that is the only place where you will get the reference you need to make the right decisions about your own system, whether it is a $2,000 system or a $10,000 system or a $50,000 system, or whatever"

Good point!
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