2. misc-audio
  3. 170550-1285

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
audiobrian
185 posts
 

Dealers obviously should be friendly, respectful and accommodating. Today, dealers work in an almost impossible environment with audiophiles wanting to audition the equipment of interest and then buy at the cheapest price, usually online or via non local dealers. Dealers do seek out the larger fish to make ends meet, but must make all customers feel welcome. Perhaps a nominal hourly auditioning fee, returned with purchase in the next 90 days, will keep tire kickers away. However, this may lead to a quicker demise of local dealers?  I appreciate the difficulties local dealers are facing but I also understand they must not make their customers feel uncomfortable or unimportant. Maybe extinction is sadly inevitable?

 

 

pazmusik's avatar
pazmusik
11 posts
 

I am endlessly perplexed by the attitudes of experts and employees at the remaining brick & mortar dealers. So many of them just sound like they don't want to be there and are critically inconvenienced by talking to a potential customer. 

There are gems in the field of trash, though. When I was still living in LA, I would venture over to Randy's showroom "Optimal Enchantments"; he was always super friendly, gracious, and helpful. It was through some key initial conversations with him that I began my path into audiophilia. 

A person either has genuine passion for their work or they don't. Those that do exist. They just have to be sought out. 

8044drussell
93 posts
 

Well, it sounds like I am pretty damn lucky. My local dealer (70 minute drive) is phenomenal. Always a pleasure to see, never any pressure but always helpful and very knowlegable.

There is another hi-end dealer in the same town (they are on the outskirts of a major metropolitan area) and the dealer I visit shares a parking lot with a Magnolia/Best Buy.

Tonight, I'm going down for a "Groovy Event" that is scheduled to have in attendance Roy Delgado, Jeff Sigmund, John Pravel, Doug Cowan, and Dave Kroll.

labpro's avatar
labpro
88 posts
 

I initially became interested in high end audio after spending time with my local dealer, listening and learning. And while today we have excellent online information available, as well as audio shows, I fear that the younger folks just getting into the hobby won't have the benefit of a relationship with their local dealer. 
 

Example, I tried to make an appointment at a local dealer for my Nephew and I to audition a new turntable, with a budget of $5,000. I spoke on the phone with the salesman and we narrowed the selection down to 1-2 turntables in our price range. He knew that we would be buying it after the demo.....no "kicking tires." 
 

I have purchased a lot of stuff from the store over the years, so the salesman proceeded to tell me about some great $25K+ turntables he had. I said I was happy with what I'm currently using but would keep it in mind if I decided to make a change.

He never called back to schedule a time to bring my Nephew in. I guess the $5K sales was not worth his effort.

We ended up buying a turntable, tonearm, cartridge, record cleaner, cabling and all the necessary accessories from another dealer that I've worked with in the past.

The store not only lost my Nephew as a current and ongoing customer, but I won't be going back either.
 

Is this the level of investment we want to make in the next generation of audiophiles? 

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