Bob Borne |
Has any experience resulted in your never returning to a store?
Local Pro: When I built my recording studio, I went to a chain to look at consoles. The salesman relentlessly pushed one that I wasn’t interested in, plus a bunch of outboard gear, microphones, patch bays, etc. I gathered all the information and searched for another store without a pushy sales approach—he was clearly just trying to reach his monthly sales incentive.
Weekend Warrior: I had a $50 gift certificate for a chain and tried to use it on the expiration date. The 24” Paiste Giant Beat ride cymbal that I wanted to hear wasn’t in stock, but they agreed to order one for me to try. Nothing else caught my eye, so I asked if they would extend my certificate by two weeks so that I could use it toward my special order. To my surprise, the manager refused. I argued, but had to buy something that I didn’t want or need but could return for store credit. I bought a pair of headphones, but when I brought them back to purchase the much more expensive cymbal, that same manager gave me a hard time about the return. It all worked out and I love the cymbal, but the experience was negative and I haven’t been back.
Hobbyist: I played a new Martin guitar at a chain and purchased it the next day over the phone, asking to have it set up for the following day. When I picked it up, the strings were buzzing. The repair guy sighed and said that he had set it up perfectly. I showed him the problem. Frowning, he adjusted the neck and left. They couldn’t find the warranty card but assured me that one would be mailed. I waited over a month and after numerous phone calls to the dealer, I contacted Martin who said that the guitar had been sold a year earlier so the warranty was void. After numerous conversations with the chain’s headquarters, they refunded a portion based on a used guitar price.
Student: I went to a chain where the salesman brushed me off until I said that I might buy a Peavey 5150 amp head “that day.” After trying it, I wasn’t ready even though I liked it. He became overly aggressive and followed me to the door asking, “Come on man, why aren’t you buying it? You said you were interested!” I probably would have a few days later, but was so turned off that I didn’t.
When browsing or not knowing specifically what you wanted, how have the price, salesperson, demo, return policy, and warranty—in order of priority—resulted in making a purchase?
Local Pro: Salesperson, demonstration, and price. I was killing time at Rudy’s in Manhattan and asked for the coolest boutique-style amp that replicates a ‘50s tweed or blackface. The salesman pulled out a Victoria Double Deluxe—a brand unfamiliar to me—and played through it. He was a great player, which made the amp sound amazing and his opinion valuable. He educated me on the company and manufacturing, and then let me explore it alone in a room. It was $3000, so I didn’t buy it spontaneously. For the next four months, the tone was in my head. I knew it was great, and the salesman’s professional and relaxed approach had made a strong impression. I called him back and he remembered me and the model, which I had forgotten. I got it soon after.
Weekend Warrior: Salesperson, demonstration, and return policy. It doesn’t matter for smaller purchases like strings or sticks, but when I shopped for a keyboard, these factors sealed the deal. Manny’s had many interesting choices ready to demo. Their clear 30-day cash back return policy suited me because I like to explore such products at home to make sure they’re right. Most important, the salesperson took the time to listen to my needs, ask questions, and offer honest and thoughtful suggestions in a language I understood. Finally, he left me alone to compare the equipment, just checking in occasionally. I love my Yamaha S-90!
Hobbyist: Price, salesperson, and warranty resulted in my buying that Martin. But two out of the three didn’t work out in the end!
Student: Warranty, price, and return policy. I found a used Randall amp head at Guitar Center that was well priced, but a three- month warranty for free repairs and 30 days to change my mind sealed the deal.
How do you balance shopping online versus brick and mortar?
Local Pro: I don’t like shopping online, especially for products that I need to hear or feel. However, researching reviews and prices is extremely valuable.
Weekend Warrior: I often browse online, find the best price, and then go to demo the equipment. If it’s really what I want, I’ll purchase it from the store if they price match. But the main reason I buy at stores is if there’s anything wrong, I can drive it back rather than dealing with return shipping.
Hobbyist: I own many guitars and amplifiers. The majority were purchased on eBay, which has been so convenient. I got loads of information from sellers who often pointed me to Web sites for specifications and reviews. I’ve never been dissatisfied. I once found an Eric Clapton signature Martin on eBay but was willing to pay more for instant gratification. I went to a chain but no one was around to help or talk price. So, I came home, bid on eBay, and won!
Student: I will never buy online again. I bought an Ibanez Jem from a reputable online retailer but had to take it to a store to make it play. It was so easy to click and buy. I paid for rush shipping but then had to shell out $50 and wait for a set-up! I regret not trying the actual guitar first. I don’t even check prices online anymore.
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