One big reason why brick and mortar high end audio dealers struggle.


I live in a major metropolitan area with several close by high end stores.  I never go in any of them.  A dealer just opened a new location 5 minutes from my house.  Major dealer with Magico, Constellation, McIntosh and many other serious brands.  I went by a couple weeks ago mid day on a Friday.  Door locked, nobody there.  I call today to make sure they are actually open for business.  Guy answers the phone and says that they were out on an install when I can by and that they are short staffed.  No problem, I understand.  But from that point on the guy takes a subtle but clearly defensive and pissy tone.  He states that they recommend setting up an appointment for customers to view their products.  Sure, and I recommend never going there.  Off my list.  Back to buying online.  Here's the issue.  So many of these high end dealers are only after the wealthy guy that comes in, spends less than an hour there and orders a complete home theater or 2 channel system and writes a check for $50k or more on the spot.  That's there customer base.  I get that it can be annoying to allow a bunch of lookers to come in and waste their time and not buy anything, but isn't it good for business to have more customer traffic?  If someone comes in, spends an hour there, listens to some amazing gear and then buys nothing, doesn't he tell his friends and family and coworkers about his great experience?  Isn't this word of mouth valuable?  These brick and mortar dealers almost universally are unwelcoming and unfriendly to people that want to come in and just look and listen and not buy.  Sorry, but the vast majority of potential customers are not going to spend 20 minutes by private appointment to order their new $100k system.  Why not encourage people to come and spend time with zero pressure to purchase.  I have purchased dozens of high end speakers and electronics over the many years I have enjoyed this hobby.  I might well buy from a dealer if they were actually nice, friendly, and encouraged hanging out and getting to know their gear.  But they don't.  I would never go to a high end store that required an appointment.  Because this creates a huge pressure situation for you to purchase that day.  I'm not ready to purchase on my first visit.  And neither are thousands of other potential customers.  If they can make a good living just catering to the wealthy one time buyers, then, ok, good for them.  Doesn't seem like they can though since so many have gone under.  Maybe it's time to try a different approach?  Step one, no commission sales people.  Step two, welcome people to listen and not buy anything.  Encourage it.  This will create positive word of mouth and significantly increase customer traffic and ultimately create more paying customers it would seem.  I don't get it.  Rant over. Please don't respond that you have an amazing dealer.  I'm sure they exist but they are the exception.  What I am describing is the typical customer experience.
jaxwired
There are a few shops still in the Chicago area that I stop at occasionally.  Nice guys who will talk with you if they can.  If very busy, you won't get the usual banter.  But that's fine.  I see what they have plugged in and may listen a little.  I am very aware not to waste their time.  I have purchased a few things from them.  

There are a few other 'higher-end' shops that I just don't go to anymore.  Back in the day when I was just getting started I did go and listen to expensive systems.  I would say up front that I wasn't interested in purchasing at the time.  Everyone was pretty cool about it.  But now I realize that I really would just be wasting their time.  

I personally don't see the big deal with appointments.  I would love to sit and listen to new gear without any distractions!  If you have deep pockets have at it.  Just be clear upfront what your intentions are.  Or, if the thought of having to make an appointment gets your panties in a bunch, just don't do it.  Pretty simple really - shop elsewhere. 

The times they are a-changing.  Roll with it.      
jaxwired
Where are you located? You can PM me if not wanting to post here.The owner is a poor Businessman not seeing the potential Customers.I tend to agree that Appointment only is not a good model. Audiophiles want to drop by, listen/look over all of the gear. Pass on to a better dealer/retailer.No sympathy here if he goes under.
Happy Listening!
Not too many successful dealers would shed a tear if the 50-100 frequent posters on Audiogon chose to take their business elsewhere.
Everything has changed. I loved going into a store to hear good hi-fi. Not easy to do anymore. I like the suggestion we share our knowledge. I know exactly how my last four amps and speakers sounded together and the DAC I liked best, etc.. Maybe that is the future of decent audio. Talking about it. Look at the audiophiliac , he is good and very entertaining. I will try and share more in the future on how a piece of gear sounds or works. I like hearing what others say about their gear a lot. It helps!
@northman

You are right that stores are the main way we get to audition equipment before purchase.  True some manufacturers sell direct and will ship on sale or return.  But you pay return shipping and with a large speaker this doesn''t work well as there is a push to keep the piece because of the cost of sending it back.

I entirely agree with you on your second point too.  I always insist on a lengthy home audition in my room and my system.  But from posts here there are plenty who go out and buy expensive gear on the say-so of other members, many of whom are being paid fees for recommendations.

Ho hum, we can't help everyone.