Being here.
“Describe a typical demonstration” said the editor from a Sunday colour supplement. “You know – closing techniques. That kinda thing.”
It was more of a command than an invitation. A bit too much emphasis on the word ‘describe’ I thought. I wasn't too comfortable with the word ‘typical’ either. Typical is another word for average in my view. But visitors here aren’t average. Nor indeed is the music they love. Nor indeed is the experience they have here – so they tell me.
Anyway, the editor was persistent and I gave as best I could and the interview may well be published – but then again, possibly not. No matter though, because on reflection I quite liked the challenge and I gave it some thought.
So ...
So here’s what seems to happen pretty often here, as viewed from my perspective. (How customers see it can be read at the link ‘Feedback’)
The visitor arrives either by car (pleasantly surprised they can park outside) or walks from the local main line station or I collect them from the local underground station.
The usual pleasantries are exchanged and I leave something playing gently in the background while I trundle off to make tea or coffee. I have noticed an increasing proportion opting for cold filtered water though.
Invariably the visitor is knocked a bit backwards by some of the equipment. And then one or more of my cats come in a greet a potential new friend. As with everything here the attentions of the cats are optional. They’ve got used to being gently moved out. From time to time though Leo, our largest cat (died of a heart attack, but not because of the music, earlier this year) ended up dozing contentedly in the lap of a visitor with the visitor also dozing contentedly listening to marvelous music through terrific equipment.
Time seems to pass all too quickly visitors tell me. The conversation usually turns to musical tastes, the difficulties of making decisions, aspirations that can’t be met by budgets, potential trade-ins, cars, books and anything really – and refills of tea or coffee of course.
There’s no time limit here to an afternoon demonstration
Some have happily lasted for 3 to 4 hours. The visitor having usually made his or her mind up in the first hour or so, the rest of the time is spent is exchanging information and exchanging opinions. Through these exchanges I have for example learnt not to be so antagonistic about Flamenco music (thank you John Cahill) and why DAB sounds so awful, so often. And that’s just for starters.
More often than not the visitor decides to make a purchase. Delivery dates are discussed, more tea drunk, more biscuits are munched and the dusk starts to bring shadows into the listening room. Sometimes the music continues and sometimes it’s replaced by conversation.
There aren’t any 'closing techniques' here. Not even really 'clever' ones.
There’s no point.
The fact is that if the visitor is enthralled by what the equipment is doing, and they choose to afford it, then they buy it. That’s it really. Nothing more than that.
I take the view that ...
All visitors (a) deserve to be treated like adults and (b) are worldly wise and (c) have probably done quite a bit of internet search – so they’re already pretty knowledgeable. So to try and apply ‘meet, greet ‘n close’ sales techniques would be an insult to their intelligence. And anyway, it’s unethical. So I don’t.
It’s all very calm.
When the customer feels it’s appropriate I convey them back to the station. As best I can judge it’s been very pleasant for my new customer. It usually has for me too. Occasionally, just occasionally I find I can’t seem to get Arkright (Ronnie Barker in ‘Open all Hours’) out of my mind for a while afterwards. Oh well.
The thing is though, I try to keep it relaxed for both of us. Representing advanced audio equipment is a serious hobby for me. I'm not complacent about it even though my primary income comes from my other business interests and so it isn’t critical if a visitor doesn’t become a customer there and then. 9 out of 10 visitors do though – eventually.
Events take place at the visitor’s speed, not mine.
So, that’s a ‘typical’ afternoon demonstration. Morning ones can last up to 2 hours and the occasional evening one is around 90 minutes. Visitors seem happy – and that’s what counts.
Howard Popeck
Founder & proprietor
October 2007