Knowing what inspires customers to either buy from you or run to the nearest competitor is essential. I recently sat down with a cross-section of musical equipment consumers and found out where they shop and why. Here are the participants:
John “Ratso” Gerardi |
Local Pro: John “Ratso” Gerardi, professional musician, early 50s, Stamford, Conn.
Weekend Warrior: Simon Shapiro, part-time musician, mid- 30s, Los Angeles, Calif.
Hobbyist: Bob Borne, music enthusiast, early 50s, New Orleans, La.
Student: Will Weaver, music student, late teens, Charlottesville, Va.
Are music stores exciting or intimidating?
Local Pro: Exciting if they carry high-end products or something new on the market.
Weekend Warrior: Intimidating if I’m new to the store or looking for unfamiliar equipment.
Hobbyist: Intimidating since salespeople are usually “stand-offish.” I sometimes wonder if they assume that I’m not serious because of
my age.
Student: Exciting as long as there is lots of stuff to check out.
Simon Shapiro |
Do you prefer big chain stores or small mom and pops?
Local Pro: Mom and pops! I don’t like pushy sales people “selling” me something I don’t need just to meet their bottomline for the month. Stores with smaller inventories have a better feel for what they carry and more knowledge about their products. There is also the feeling of camaraderie—everyone knows all the other players and sometimes, like a barber shop, it’s a place to go and talk about things. I don’t find that in big stores.
Weekend Warrior: Big chains, maybe because I grew up going to Sam Ash. They seem to have better selections and prices. Plus, I feel more anonymous, which I like. There is more scrutiny in smaller stores.
Hobbyist: Small shops. The atmosphere is very annoying in chains. Music blasts and salespeople talk to friends or co-workers while ignoring me. In small shops, I’m usually greeted and left alone, which I appreciate. If I’m looking for an accessory under $100, I go to chains because they’re more likely to have what I need. I don’t need a salesman for that and I’m not going to price shop an accessory. For guitars, I prefer small stores if what I want is in stock—it’s easier to listen.
Student: Big chains because they have more stuff to touch and play with even though they’re more like warehouses, less personal, and don’t have as many luthier-type instruments.
Do you feel loyal to a particular store?
Local Pro: A small hometown shop called Connecticut Music. I get excellent prices without negotiating and like the convenience of neighborhood stores with ample parking—easy in, easy out. They always try to accommodate me even under extremely busy circumstances. If I need a quick guitar set-up and they’re swamped, they’ll still take care of me. It comes down to relationships and that “personal touch.” They haven’t forgotten the importance of service.
Weekend Warrior: When I moved to LA, Manny’s won me over with great selection at good prices, but it wasn’t so crowded that I couldn’t hear myself think. I also particularly liked one of the sales managers, but he left when a chain bought them out. The feeling deteriorated so I started going to Guitar Center across the street.
Hobbyist: Wherever I can check out a product and get the best price. No store has earned my loyalty.
Student: A midsize independent called Richmond Music. They ask lots of questions and sell me the most appropriate equipment rather than just the most expensive. They have the best prices, are easy to get to, and only carry good stuff. I trust everyone there.
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