“You can’t abandon the product levels that they sell,” Meader added, “but you sure can exploit the stuff they don’t do.”
“I think retailers should shop just like a consumer shops,” Turchetta suggested. “You can buy $200 to $500 guitars that you’re not embarrassed to sell and actually will last and play. Instead of just taking $2,000 to buy 30 guitars, I’d say buy 10 that you’re not embarrassed to sell.”
The mid-range is an important area to focus on when trying to bring in the step-up customer who may have bought his first guitar at a big box or chain so that when they walk into your store, “they don’t feel overwhelmed by seeing price points that are crazy compared to what they saw at Target or wherever they bought their guitar,” said John Thomas, director of sales at Tornavoz.
Are You Being Served?
“What I’ve told my dealers over and over again is whatever these chain stores are doing, do something else. But to them that means sell a different product line,” said Peavey. “That may be part of the answer, but that’s certainly not all of the answer.”
In truth, product selection alone will not distinguish you enough from other market segments. What every successful independent dealer needs is a strong add-on service and personalized touch that creates a store identity.”
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“If you want to stand out from a superstore, the best way to do that is to realize that the first impression you make comes down to the first person who your new customer runs in to,” said Gallenberger. “It’s not just how well they are trained. What do they know about guitars? Do they present themselves well? Are they polite? Your employee has to be happy and has to want to be there,” he continued. “All the marketing money you spend is lost if your customer doesn’t feel like they’re welcomed and like this is a good place to come back to.”
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“I still believe that knowledge and real care for the customer on a retailer level is the goal, and is the one thing that can set you apart from your competitors,” said Peter Wolf, PRS Guitars’ director of sales and marketing. “Essentially, [you’re] not really ultimately selling a product to [your customer]. You’re actually selling yourself or your services to him first.”
Technical Terms
The role of the salesperson has not dissipated in the wake of the Internet, where unlimited information is at any potential customer’s fingertips. “Customers approach retailers more informed than ever before,” said John Grabowski, Sweetwater’s director of purchasing, “but there is no substitute for the knowledge and guidance of a skilled salesperson. In this day of Wal-Mart and a self-service mentality, it’s easy to lose sight of this, but when exposed to it, customers appreciate true service and a relationship with an expert more than ever before.”
The need for knowledgeable salespeople becomes especially important in the face of new technology in guitars—even though guitar players are known to be some of the least adventurous of the bunch.
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