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

i agree wholeheartedly with recent posts by @denverfred @mitch2 @drugolf @rocray

for every mistreated real buyer walking in with wads of cash ready to buy, there must be 20-50-100 a-holes who mercilessly abuse the retailers' time, energy, facilities etc for their own benefit

I only visit a HiFi store if I'm going to buy something or if they have a customer event with a manufacture.  I know the stores basic inventory in the Seattle area.  If I travel, thats a different story and may pop into a retailer noting that I'm traveling and just wanted to see what they have and not waste a lot of their time.

...and now for something totally different....

We get the occasional phone call from (generally) a local who’ll ask:

"What can you do for me for ( 500~1K$) ?"

Sell you parts for a DIY installation, as long as it’s ’residential grade’.....and not too large. The bigger the *X*, the more it will cost or will need to be ’commercial grade’.

That typically gets a few moments of silence...then, the usual ’thanks, ’bye.’

The committed may ask for a number on an item or 2. That may start a ’U p/u’ sale or the previous ending to the inquiry.

We DO treat those that show up the same as any of our commercial clients; friendly, willing to give advice on their project-in-mind, and help load.

Our commercial clients typically begin with an email that stems from a referral from a architect, designer, or a pleased previous client....the latter, usually what we call a ’high-end res client’. We, like the b&m shops we prefer to go to, are willing to ’hold your hand’ and give you the outcome You Want.

Match (I call it ’spoof’, but I’ve got a sense of humour about that process) you homes’ architecture? We do that. *S* Quite nicely, if I allow a back pat on my own time & effort.

Even with the ’com’(mercial) client, with ping-pong e/m’s, there exists the likelyhood of ’issues’ that require what I call ’fire control’; as in ’put it the F-out’ and move on...

(Current project is 80ish mi. south, a major new install for a large city. GC promised that everything would be ready for us early Oct. when we began to set up late Sept. They’re still playing ’grab-butt’, since this is NOT the typical project in nature.)

OK... Google "NC custom playgrounds". Scroll down below the map.

Our name begins with where we’re located.

We don’t have a huge margin either. Sometimes we get ’snagged’, if you will.

But you will still get what you expect...and typically a detail or so that you didn’t.

THAT....is our je ne sais quoi as to how we approach our work.

Crafty art? *shrug* Your call. ;)

It’s probably a ’good thing’ I don’t rep audio....for now.... ;)

*s* Enjoy our website, J

....not b&m...steel&concrete....and of course...the 'Net.

Another perspective.

-You work six days a week in a retail Stereo store catering to audiophiles who admittedly are not usually well people.

-When not assisting the public you field calls from strangers with "a quick question"

-Setup 4 sets of demo speakers for a guy you've never seen before who asks  about "demos, price matching policies & same day delivery.

 

Gotta walk in mile in the other guys shoes before you throw the 1st stone.