I am openning a shop. What equipment should I sell


Planning on opening a retail "store front" what equipment should I carry?? Should I sell at price points or sell what sounds good? How important is base response in speakers. What is the right approach??
sounds_real_audio
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But seriously would you be more apt to buy brands
that advertise a lot in the TAS and Stereophile?

Advertizing was never really important (just can't stand ads in general). But I
used to orient myself using Stereophile and TAS reviews. These days I prefer
user comments and more independent reviewers, that had experience with
similar equipment as I have. As Tvad mentiones, a large fraction of
consumers will go for Stereophile and TAS recommendations, the other half
will go for looks, design, brand names or just price. And the rest will buy
factory direct...

Have you ever purchased a product without reading a
good review somewhere?

Somehow reviews have become less important. But I never bought something
without good user comments or hearing it for a longer time in my own place.
Well, going against the tide, as is my pattern, I first want to congratulate you for this thread, Sounds_real_audio. And, also to thank you.

I believe it is an excellent step you are taking. I have little insight into you beyond what I have seen here. But, I can say, any dealer who has the openmindedness to approach the audio public with this type of query is the kind of dealer I wish to do business with. In my opinion, one lesson many a dealer would do well to learn is that there is a reason we were given two ears, yet only one mouth. Listening is a far more important skill than most realize.

Beyond that, a person who has the courage to step forward and pursue his dream deserves my admiration. Most of the people I meet are not happy in what they do for a living. We can all relate to trying to do what they love for work. It is to be congratulated, not denigrated.

By opening yourself up, and seeing what the audio world WANTS to purchase, you give yourself a better chance of meeting those needs. And, a business who serves its customers has a far greater opportunity for success than one which does not.

For what it's worth, I can tell you that the dealer has much leeway in the brands they carry. Most high end manufacturers wish to expand their dealer network, so you are mostly in the driver's seat. For the most part, you can choose the brands you carry, as opposed to they choosing you.

As to which you carry, I would rely on your own intuition - sonically, economically, and relationshipwise. It seems obvious, but selling a brand you don't believe in will not allow you to put your full energy into the endeavor. There is a lot of good gear produced by bad companies, and a lot of bad gear produces by good companies. It takes time to develop the relationship, but finding good gear from good companies should be your end goal. What I can say beyond that is to also follow the market on some level. Levinson and Krell made a lot of sense in 1988. Solid state muscle was the rule of the day, and demanding speakers dictated that. The pendulum has swung to the opposite pole over the past decade, and it seems lower power tube and boutique gear is in vogue. Still, keeping somewhat of an eye as to what lies ahead will prevent you from falling behind the trends. Finally, the setups you put together should be synergistic and sonically fufilling. Disappointment during the audition has proven to me to lose a dealer any opportunity for business. Good sound makes people happy, whether the bass is powerful or not. Since 85% of the music resides in the midrange, if that isn't very good, the chances of painting a good picture seem poor.

We all have our horror stories about nose in the air dealers who try to talk to us as if they know all and we know nothing. Should we not welcome a person who seems to be cut from a different cloth? Hey, this is an opportunity to cultivate the kind of dealership most of us want to have in this field. Let's not squander that. Little is gained by cheap shots in this instance.
Trelja Thanks for that thoughtful response. You are correct the magic is in the midrange. I favor a "spot on" tonal quality as well. Don't ask me to define it, you just know it when you hear it. Amazing how many speakers, even expensive brand names miss the mark on both counts.
Sounds Real, I guess the real question is whether you are independently wealthy, or whether you intend to make a living from this enterprise. A friend of mine who is a dealer has stopped carrying a well-known, highly-regarded speaker line because he just can't move the product. Arguably, this line is "better" than competing products he also carries, but because of the expense and the lack of topical reviews, his customer base just isn't interested. He LOVES the product but loyalty to his bottom line means there is no space on the showroom floor for those speakers. Synergy, for him, involves the sound of a cash register ringing... I can tell you that, as a customer, the retailers that interest me the most are those that do carry lines I don't normally find in most shops; where the in-house systems are not only well-thought-out, but sound outstanding. Those are the dealers that I not only shop at, they're the dealers where I like to hang out.