I am openning a shop. What equipment should I sell

A lot of people have gone bankrupt setting up shops and selling their ''favorite brand'' or gizmo they were passionate about. Trouble is, there is often a large gap (and resulting small market) between what the business owner likes as a result of personnal taste, and what his client's real needs and purchase criteria are. And this goes for any type of business, and mainly for high-end items of any type: photography, watches, boats...and high-end audio. The ''higher-end'' the product is, the smaller the resulting market is, and consequently the bigger the chances are that the real purchase decisions have to do with intangibles (like exclusivity, or prestige, or any number of things) instead of mainly product or product performance. Do you really think that people spending 8K thousand bucks on a Rolex ''self winding'' mechanical watch spend all this money for a watch to keep accurate time? Hell, the thing has a variation of + or - 6 seconds a day, and it still says ''superlative chronometer'' on it's dial - while a $ 600.00 Tag Huer will be INFINITELY more accurate, just as a $60.00 Timex for that matter.

There is nothing wrong with selling things you are passionate about. But success will only come if you are willing to sell products that ARE IN DEMAND regardless of the fact that you like them or not. It is the difference between a hobby, where you can indulge in only the things that you are passionate about, and a business, where you have to let go part of that passion in order to put butter on the table.

This is why I feel that extremely passionate people about high-end audio (minus a few exceptions) will do poorly as audio-business owners.

Sell the best equipment that you have never heard!

Maunfacturers are fussy. You can't just say you want to carry B & W and they will open you up.

Well its its been 5 years since the original question and
SOUNDS REAL AUDIO is still in business.
It appears that the equipment sold and the marketing plan has worked.
If SOUNDS REAL AUDIO has made it this far,in this economy my hats off to them.

Lately I was successful selling various Monster Beats head-phones. almost reached to the 70pct of profit.