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In Reply to: RE: Dealer Bias? posted by chocolate_lover9999@yahoo.com on March 27, 2017 at 13:30:22
Customer: I see you don't offer Brand B. I'm thinking that might be good choice also. Seems to get pretty good reviews.
Dealer: Yes, I've heard that, too. There is a lot of good equipment out there. As a dealer, there is a limited amount of product I can stock and meet the requirements the manufacturers or distributors of those products place on us. Our goal is to provide the best products and value for customers like you - while maintaining a product line that provides as diverse a selection as possible, and providing customer care that will make you want to come back and do business with us again - or at least let you recommend us to others.
Remember, if you find something you have to have, and that I do not carry, I can likely purchase that product for you. I can't promise the best price in those scenarios, but I will be able to match the manufacturer's RSP and provide you the best service possible.
We have a great selection here, though. I recommend this one as a starting point. Let's take a look and listen!
"The hardest thing of all is to find a black cat in a dark room, especially if there is no cat" - Confucius
Follow Ups:
While I agree with most of your post, as a retailer, it seems to me that the products you have chosen to carry were made for a specific reason. You want to have the customer enjoy the most satisfying experience with a product that has a proven history. There is a story to tell about the products and manufacturers you carry and why you do. You want the customer to make an investment that reaps benefits in the long term. The new flavor on the market may also be the product that shows up the most on your workbench after having failed. You need solid makers that not only can make a good product but also refurbish it way down the road.
The customer has to look at it as a long term investment and that's the retailer's job to convince the buyer why he/she should choose you.
If the buyer is really in love with a product you don't carry, even though I hate to refer him/her to a competitor, I'm not so sure I'd buy it for the customer. Servicing equipment you have no relationship with creates a very muddy area of risk. I'd stick to gear that I know can do the job and that I have knowledge and experience with.
The essence of your business is based on the products you have chosen to offer and if you can justify why you pick your manufacturers, I feel you have to stand by them. You know what you are offering.
It has been 35 years since i was in retail... You are right - it is the relationship with the customer that is important. most "good" customers are in it for the duration and also brought in referals. Service and repairs are usually not an issue, at least for quality product - and manufacturer warranties were honored even if we were not the "authorized" dealer back then except for a few brands. Each product has its story - that's for sure, but also brands come and go.
Back then the typical cycle time with a customer for a major purchase was about three years. That is, let's say the bout a new TT, cartridge. got it in their system - then an upgrade for speakers would come a couple years later.
Is that still true?
"The hardest thing of all is to find a black cat in a dark room, especially if there is no cat" - Confucius
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