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“Teach Your Salesmen Well”

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“Teach Your Salesmen Well”

Why Manufacturers Need Product Training Programs

It has been a few months since I’ve posted a blog but Friday night, during a two-hour conversation with Richard Vandersteen, I was inspired. (Richard has a way of inspiring people!) We were talking about the fact that finally, after eight miserable years, 2-channel business seems to be making a comeback. Problem is, most of the old-time salesmen with a deep understanding of sound and equipment have either retired or uhhmmm… died. And since the audio business has been on life support for the past few years, dealers haven’t exactly been offering vast sums of money to entice a new generation of qualified HiFi salesmen.

As a result, we’re now confronted with a situation whereby consumers once again want to buy high end audio but there aren’t many individuals qualified to sell it. As the remaining “Old Guard” retailers (…and hopefully a few new ones!) gear up to court a new crop of stereo customers, they’re going to have to staff their showrooms with salespeople. But, since HiFi is, at best, an “Esoteric” discipline, the salespeople with which we’re likely to wind up might be experienced at selling Luxury Goods—cars, watches, pens—but know as much about High End Audio as I do about brevity.

It’s too late for us to do much about it: the industry didn’t incentivize educated young men and women to become professional High End salesmen, so we just don’t have any. Instead, we can draw from a pool of well-groomed, well-spoken luxury goods hawkers, most of whom have never owned a great HiFi and even fewer of whom know what makes a HiFi great. The challenge becomes training these newbies so that their audio knowledge approaches their sales ability.

So, who’s going to train these guys? Dealers will have to provide some instruction, magazines will be helpful and the customers themselves will offer guidance but it won’t be enough. And then, it occurred to me: this is the ideal opportunity for manufacturers to offer training as a means of gaining an advantage on their dealers’ sales floors!

In terms of audio knowledge, these “New Recruits” are a blank sheet upon which manufacturers can write their stories…and boost their sales. Let’s say a dealer offers three brands of loudspeakers. If only one of those three vendors offers sales training, you can bet that—all things being equal—the brand that trains will sell best. Dealers will welcome this service, as their training resources have always been marginal (dealers have historically hired enthusiasts who came to the industry with strong product knowledge). Problem is, very few manufacturers have developed comprehensive training programs. This should be easy enough to remedy and the benefits, as described, are obvious.

The lesson here is simple: product training is good business. The first vendors to develop training programs will be the most successful. Let’s get to work!

All The Best Salesmen Are “Phone-y”

By | Anthony's Blog

Remember when we called it “The Information Superhighway?”

The internet has revolutionized the way we live, as well as the way we do business but, for all of its advantages, the internet has atrophied the skills of our salespeople. This problem became apparent last week while I was chatting with one of our dealer’s salesmen. It was a gorgeous day in Manhattan, so the streets were jammed but the store was empty. One of the guys, an industry veteran, was bemoaning the lack of business. “How am I supposed to make a living?” he complained. I looked around the sales floor which was entirely empty except for two salespeople, both of whom were web-surfing, and replied “Well, why don’t you call some of your “Regulars,” ask them how they’re enjoying their systems and invite them to check out some of your newest product arrivals?”

From the look on his face, you’d swear I asked the guy to lend me money.

“I don’t have time for that,” he shrieked. I pointed out that the store was empty and he was, in fact, doing nothing. “I don’t want to hassle my customers,” he countered, “Besides, the owner sends out e-mail blasts whenever something new arrives.”

Where do I begin? First of all, salesmen aren’t “Hassling” their customers by placing the occasional call. Good salesmen in every industry constantly work their regulars and, so long as they’re not continually pushing for sales and asking for money, customers appreciate the personal attention. More worrisome is the comment about e-mail blasts. We’re quickly becoming a world wherein any sort of spoken communication is being replaced by e-mail. Whatever you think about this from a social interaction standpoint, it’s a terrible business decision.

Much as e-mails are an indispensable means of communicating detailed information to large groups, they’re NOT a replacement for phone calls. We know that e-mails are only opened by a small percentage of recipients, even fewer actually read them and a still smaller group takes action. On the other hand, phone calls have a very high rate of success. The downside? Whereas hundreds of clients can be reached with a single blast, phone calls are time- and labor-intensive, as each client must be phoned individually; in other words, phoning one’s customers requires effort and, sadly, I see fewer and fewer salespeople willing to expend that sort of effort. Of course, they have no problem complaining about not making money.

If you think this is an indictment of AV salesmen, you’re wrong. It’s an indictment of their superiors! This sort of behavior couldn’t exist were it not tolerated by store owners. When I worked at Harvey in the early ‘90s, salesmen were required to make regular phone calls, usually with some sort of “Call to action” to intrigue our customers. And it worked! I want to say that most of the guys added 10-15% to their income during the slow Summer months and, since the store was “Dead,” we didn’t ignore a single customer. Thing is, if my Store Manager hadn’t forced me, I wouldn’t have made a single call! I wouldn’t have made that extra money, either.

The moral of the story: Bosses, plan a series of meaningful messages and make your salespeople execute. You’ll all be happier!

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CES, Only Better!

By | Anthony's Blog

Or, What US HiFi Shows Can Learn From Munich

I guess I’m just a “Glass Half-Empty” kinda guy.

I’m flying home from the Munich HiFi Show—choice seat, double Scotch in one hand, hunk of Swiss chocolate in the other—and instead of reminiscing about one of the best events I’ve ever attended, all I can do is ponder why our Consumer Electronics Show (CES) is so terrible. Read More