So nice to read about these dedicated audio professionals. When I had my store I think we spent more time LEARNING than we did selling. Back then--early 1970's--manufacturers were bending over backwards to provide education to dealers that was not only "their" product-based. I found that having a professional audio consultant available provided a better ROI than all the advertising co-op money I got in a year. Naturally, we wanted to sell what we carried, but there were instances where we sent customers to other dealers for items we simply could not carry. For example, with over 300 speaker manufacturers around at any one time, and each one offering many different products, it is impossible for ANY dealer to satisfy every customer with every desired product.
We made more sales by taking systems to customer homes, setting them up, and letting the customer find the exact "sound" he/she was looking for than we did with "hard sell" tactics or even by cutting retail prices.
By the way, back then there was something called "Fair Trade" that was strictly enforced by manufacturers. You can look it up if you don't know what that was. I imagine it is still around today, even though it is illegal, but is enforced the same way it was back then. Screw up and they pull the line from your shop, period, no discussion. In one case, I heard they went into a competitor's shop, re-possessed their current inventory, and cut them a check on the spot for it. Interesting times!
We made more sales by taking systems to customer homes, setting them up, and letting the customer find the exact "sound" he/she was looking for than we did with "hard sell" tactics or even by cutting retail prices.
By the way, back then there was something called "Fair Trade" that was strictly enforced by manufacturers. You can look it up if you don't know what that was. I imagine it is still around today, even though it is illegal, but is enforced the same way it was back then. Screw up and they pull the line from your shop, period, no discussion. In one case, I heard they went into a competitor's shop, re-possessed their current inventory, and cut them a check on the spot for it. Interesting times!