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Dealer Behavior

I’ve visited a number of dealers, after being out of the hunt for a long time, and I’m still surprised by the way many deal with potential new customers. A number of things that don’t seem like good sales strategy with a potential customer. A few observations:
  • Wouldn’t you ask about the kind of music they listen to first? Maybe establish some rapport and develop a sense of what to play to try out equipment? At least establish if it really is about the music or the equipment, and sell accordingly. Getting enthusiastic about a recording is a great way to build listening rapport. I came in with a group os sample tracks I know well (I think I inventoried them in another thread). This has happened only once so far, and only tepidly - "oh - I have that on LP!" (Karajan Beethoven Symphonies, 1963, remastered).
  • Why crap on their equipment? If someone’s been happy listening to something, that may be a clue (and for god’s sake, make sure you know specifically which equipment before making a fool of yourself by describing the shortcomings some other piece of equipment, real or made-up). I have an Adcom 5802 amp driving Thiel CS 3.6. I’ve now been told by *everybody* how harsh and grainy it is, and, more amusingly, how it’s not powerful enough to drive most good speakers. It works in my setup, perhaps counterintuitively. Or maybe I have play-doh ears, but if I do, why would you tell me that?
  • Why all the correcting and mansplaining? Even if a prospect is wrong, it seems more reasonable to say "that’s interesting, my experience is X"
  • Why make broad assertions and shut down discussion? If a customer expresses doubt that, for instance, dollars invested in cables will make a big enough difference, why wouldn’t you smile and say "Ooh - I’d love to run a demonstration for you that might make you change your mind!" instead of just "cables make a huge difference, you just haven’t listened with good enough equipment".
I’m fully aware that one sales technique for high-ticket items is to challenge someone with money to not feel worthy of the snake oil. I worked at an audio store as a gopher when I was a kid (Atlantis Sound, Third Ave, NYC) in 1978, when I first got the bug. These types of techniques were prevalent then, and I was shocked at the behind-the-scenes cynicism of the salespeople. But over my lifetime, the marketplace has been rejecting it. I’m really surprised, while Lexus, BMW, etc. have beaten this kind of behavior out of their salespeople, to see it still going on in Audio.
I don’t mean to say I’ve found it uniformly true - I’ve encountered two individuals who avoided, in the main, this sort of thing, but the majority were still....jerks.
I’m in the money management (and before that lending) business - thirty years now. I never interrupt someone when they are making a mistake that might help me or give me information. I can usually tell when people are bluffing and can’t factually back up their claims, best revealed by simply letting them talk. I smile and nod, but I go back to the office and trade. I assume a lot of other people who can afford this stuff have probably learned similar life lessons. I just don’t think this behavior makes sense, and it may help explain the parlous state of the industry at this point.
end rant.
Actually (Columbo!) one more thing: If you act like that in the store, why would I EVER want you in my home helping set up my equipment and negotiating the everyday non-audio, cosmetic obstacles that will come up there?
ahofer
richopp
760 posts
 
Wow!  Great thread.  I was worried my shop from the old days would be mentioned, especially after the new owner, a professional crook who still has a shop upstate, took over.

Like many, I went into the business because of my love for music and my devotion to equipment.  I learned so much!!

At first, I was hesitant in helping people find the "better" stuff.  If you came in and wanted "X" I would sell you "X" with little or no issues.  It is a BUSINESS, right?

After we LISTENED to the 40 different speakers on the floor--this was an existing shop that I bought--I REALLY learned a ton.  A total revelation to me.  I thought I knew stuff; boy was I wrong.  For example, we always thought the large Advent speakers were the best in the world.  To be fair, at the time they were OK for rock, but they completely disintegrated (not literally, of course) when driven by first quality electronics and especially when A-B comparisons were made to many other speakers on the floor.  Sure, I sold you a pair of Advents if that is what you wanted.  Why not?  THE CUSTOMER IS ALWAYS RIGHT is pretty much the first rule of retail, as my dad used to tell me. 

Eventually ,with the help of people like Bill Johnson, Jim Winey, Sol Marantz and his people--he was pretty old in the early 1970's, but still very opinionated, and many others I will not list here, I learned and learned and learned.

We tried to help you the best we could.  We brought stuff out to your room, set it up, let you listen for a week, etc.  We sold a lot of high-end gear back then as there were other dealers who sold low-and-middle end equipment. 

Finally, another thing I learned quickly is, "Never ask a customer what they do for a living."  Back then, people came into my shop wearing cutoffs, no shirt, no shoes... and carrying suitcases full of cash; you may remember those days in South Florida.  

A good dealer is customer-focused, intelligent about the gear he or she sells, and understanding of the audiophile's many, many dilemmas.  If you can do that, and carry only the best stuff in every category, you have a shot of being named in this thread as a "great dealer."

Cheers!
wqgq_641
56 posts
 
I've had great experiences in Central PA at HiDef Lifestyle (for Rega and Dali) in Harrisburg and BEK (for Spendor) in Allentown.  HiDef lined up several speakers I was interested in, and I had a room to myself while I listened through a CD I'd cut with everything from Palestrina to Pearl Jam (loved the Dali Fazon F5). When we decided to get Spendors from BEK, HiDef told me they were great speakers instead of bad mouthing them.
My only bad experience has been with looking for a new CD player and talking to a very pushy salesman in NJ (re Bryston BCD3) who bad mouthed everything he didn't sell. I'll never speak to them again. I've just started talking to Surround Sounds in Exton, PA about getting a Roksan CDP.
ejr1953
895 posts
 
The worst dealer visit I had was in my search for a new pair of speakers, visiting JS Audio in Bethesda, MD.  I visited on a hot, rainy summer Saturday.  During my visit, not a single other customer walked thru the door.

I was interested in a pair of Dynaudio C2/C4 speakers, and brought a nice selection of CDs for my audition.

First, they let me know that since I didn't have "an appointment", they would not switch the speaker cables from the amp they were connected  to, to the model I owned, even though it was sitting right next to it.

Second, the blower from the air conditioner was nearly as loud as the speaker, when playing chamber music, and they refused to shut it off for five minutes, so I could get a good audition.

Third, I attempted to hand the salesman my card, in case he wanted to contact me, but he said "we don't accept business cards".

As it turns out, I purchased a speaker they didn't carry, but the dealer I used for that purchase also carried Dynaudio.
danvignau's avatar
danvignau
935 posts
 
Dealers do not know haw to sell.  I worked for a company that actually trained its sales staff.  After the greeting, a salesperson must establish rapport. Instead, these people challange our mentality and ears.  Some rappirt!  I askwd my sales people what customets did for a living, if they had kids, what equipmwnt, etc. Tbe customer owned...  When these questions are not answered, the most impirtant step in the sales process is skipped.
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