What To Do With An Audio Salesman?

We’ve all seen and heard the discussions of the so-called death of high-end audio.  There are many reasons why that topic keeps resurfacing, but here is the one that I think is most responsible – and it could be addressed to the betterment of the audio industry as a whole.

Will it get done?  Based on my experience, I’m not too encouraged.  Still, it’s something that could be addressed and end up being a win/win situation for the industry (manufacturers, distributors, sales reps, and retailers) and perhaps most importantly – the retail clients.

Why are the retail clients most important?  If they are not supporting the industry, who will do it?

Prices not justified?

There is no doubt that the majority of high-end audio dealers don’t do nearly enough to support the prices they ask. Why would a potential client pay the retailers’ prices if he or she gets only marginally better service than if the item was purchased online?

The first area where I take issue with many dealers is that they do not have a sufficiently effective demo.  By effective, I mean that the demo is so good, that you become involved in the music in spite of yourself.

The demo room should be cleared of competing speakers, and the speakers to be played are always in the predetermined best spot for that model.  The listening seat is always placed in the location in the room where the dynamics will be best presented – and the smoothest bass can be heard.  In my stores, everyone knew where the best position was for the listening seat, and certainly for each loudspeaker, and that was where it would be demo’d. The next time you came in, the performance was the same as before, because demos were not allowed to be casually conducted with the speaker somewhere other than in its optimum set-up.

When prospects would hear an effective demo, one far beyond what they had encountered elsewhere, it was reasonably simple to build a win/win relationship.   For the most part, they had never had a similar experience before. Not only did we show them what should be expected, we taught them about what the important aspects were.  Other than making “It’s the best” claims, I rarely encounter store demos that make the effort to educate the client.  But why not?


‘Tudes instead of tunes?

And while I’m on this particular soapbox, what is it with the attitudes that so many audio salespeople exhibit?  Do they really have so little time or respect for prospective clients?  Where does this come from?

Not sure whether it’s originating from management or what – but the ‘tudes have to go.  They shouldn’t have been allowed anyway, but now we are talking about an improved business model that can insure not only survival, but growth in a competitive arena.

We didn’t carry a line just because it got a great review either.  We carried it because it performed at a high enough level that we believed it offered great value for our clients.  I remember meeting a prospective client on more than one occasion who would say, “Oh I see you have the XYZ speaker.  It just got a rave review by (pick the audio reviewer that comes to your mind).

My response was (hopefully) delivered with a genuine smile – “Even though it got a rave review, we do take XYZ seriously.  We carried it before the review came out and we’ll still carry it when the next ‘best thing’ is reviewed in an upcoming issue.  If you have time, please have a seat over here and let me show you why we are so excited about them.”

I first wrote about this situation back in 2009 – in Quarter Notes Newsletter #2 (that Get Better Sound owners receive). Unfortunately, it’s even more true today.  What I said then:


Top 10 standards of quality for high-end audio retail specialists

What follows is a classification of audio retailers. This is not intended to be any comment on the retail dealers out there. However, it is a guideline that you can use to determine if your dealer is supplying the level of service that you deserve. If you should find any dealer that meets the last standard listed, hang on to him or her. Don’t let go!

(1) A standard retail shop will probably help you load your purchase in your vehicle.

(2) Of those dealers, an even better one will offer to deliver it.

(3) Of those dealers, an even better one would offer to hook it up.

(4) Of those dealers, an even better one would have come to your home and listened with you to your current system first, before recommending any costly new component.

(5) Of those dealers, an even better one – upon listening to your system – can easily hear where your systems’ issues are.

(6) Of those dealers, an even better one will actually know what to do to correct your system’s shortcomings.

(7) Of those dealers, an even better one will suggest a “game plan” or road map to successfully overcome any issues your system may have.

(8) Of those dealers, an even better one would then make adjustments in keeping with the road map. These adjustments may include your purchase and his installation of a new component, and simultaneous voicing of your system; or the adjustments may simply be a voicing of your existing system.

(9) Of those dealers, an even better one would ask you to be present to observe and to listen to any differences as your system is being voiced.

(10) Of those dealers, an even better one will stay there to get your system right, no matter how long it takes. Getting your system right is defined as when he is satisfied that he’s accomplished his goal – and when you are delighted with the improvements. If he’s good, you’ll be happy long before he is.

I know whereof I speak regarding dealers. I’m one of the guys from category 10.

Throughout the 70s, 80s, and into the 90s, that was what we did for our clients. For us, it was a logical business decision for any specialist retailer. Naturally our clients stayed with us (some to this day, over three decades later).



Examined purely from a business standpoint, it should be self-evident that if I arrange for you to try out a new component in your home, and your system has been properly voiced to the room, that you will immediately hear the advantages that the new component will provide. Why not make sure the client has a set-up that will reveal differences easily?  After all, the acoustic wave-launch into the room and how the listener receives it at the seat is several orders of magnitude greater than the effect of how electrons flow through a circuit or cable.

Furthermore, the client’s system is akin to a billboard for the dealer’s services – all the more if it is performing at a much higher level than similar systems, casually set-up.  You’ll get more referrals for sure – after all, now the billboard is lit up. I should express the obvious here – that is to say that a dealer providing this level of service won’t be around if he has to price-match non-service oriented outlets. Pay him a fair price for his product and service, assuming that he successfully works hard to make your system come alive.

My personal clients almost never asked for discounts. In fact, they knew that they were getting the best deal possible – actually having their purchase deliver all of its potential. They knew that settling for anything less than maximum performance would be wasting their money.  No so-called ‘deal’ could offset a lack of performance.

Expressed as a percentage of total audio retailers, there never were very many of us. Today, there are even fewer. I personally know of less than ten around the world.  There must be more, but I haven’t run across them yet.  If you find one, please support him or her every way that you possibly can.


Applicable today?

Even though the above was written over 5 years ago, in my opinion, it’s even more applicable today.  Yes, I know clients are always looking for a deal these days.  It’s just that in my opinion, they have been left little choice.  The industry has created this particular situation, and it needs to fix it. It’s not so much that the customers that have lost interest in high-end audio.  It’s (most of) the dealers who’ve lost interest in helping the customers.  Therefore the customers – almost by default – have lost interest in supporting the high-end audio business model as it has become today.

Unfortunately, I constantly encounter a similar phenomenon on RoomPlay voicing trips.  The fact is, almost no one should need me to do these, IF the dealers were doing what they should and could.  Many times my RoomPlay clients start becoming angry as the voicing process is performed.  By the time that we are done, they are very angry.  Angry at me?  No, they get angry at their dealers for not making their system come alive the way it sounds when I am done.

I rarely ever hear of a dealer delivering and setting up speakers beyond simply being sure they work.  A 1-3 hour visit simply won’t get the job done – ever.


Special magic required?

Am I doing anything today that involves some special magic?  Nope.  It’s the same stuff that I have been doing for years.  The phrase may be trite, but it’s true in this case – “it’s not rocket science.”  It does require some knowledge and a lot of work.  And it is the stuff that a larger number of dealers used to do.

In my retail experience, we always performed this service.  It wasn’t about us being good guys (even if we thought we were).  It was a simple business decision. It’s a decision the high-end audio industry needs to make if its customers are to be served properly. Win/win sounds good to me, as does the rebirth of the high-end.


(Although Jim Smith is known for his set-ups at audio shows and for his Get Better Sound series, he was so successful at selling Audio Research at the retail level from a small shop in Norfolk, VA, that in 1976, Bill Johnson of ARC hired him to work for ARC in Minneapolis.  A while later, Jim Winey wooed Jim across town to work for Magnepan as National Sales Manager.  While there, Jim wrote the set-up manuals and developed a dealer training program.  In the two years he was there, sales quadrupled while the dealer network was nearly halved.

After opening Jim’s shop in Birmingham, AL, Audition went on to become a Top Ten Dealer for various high-end audio companies such as Quad, Linn, Goldmund, Apogee Acoustics, MLAS (before Harmon), and more.  All this was due to the practice of effective demos, as well as delivering and setting-up the products that Audition sold, in the same way that Jim had done in Norfolk.)


JIm Smith is the author & producer of the acclaimed Get Better Sound book & DVDs. He has over 35 years of experience in the high-end audio industry, including his achievements as an audio distributor, the owner of a respected high-end audio store, and even earlier, as Magnepan's National Sales Manager & Audio Research's Customer Service Manager. www.getbettersound.com

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