Recently I found myself in a discussion with several retailers and industry types about whether or not consumers want sound quality in their audio systems.  One of the claims went something like, “Sound quality is dead.  My consumers never ask for it and don’t care.  All they want is a lotta songs”.

WOW. I contend that the ONLY thing dead to consumer demand is that which specialty retailers allow to be dead.  Follow this…

The “special” in specialty retail actually has a meaning.  It means the specialty retailer is capable of providing a consumer who enters his store or calls him on the phone or makes contact with other technology, with more knowledge (demand) than he possessed prior to connecting with the specialty retailer.  

If one accepts that principal then the consumer is NOT RESPONSIBLE to “ask for it” but rather the specialty retailer IS RESPONSIBLE to inform the consumer.  A specialty retailer can be sure of this; most often if the consumer “asks for it” by model or brand then price is his buying criteria.  This, because somebody else has already taught the consumer what to want, did not close the sale and the consumer is searching for the lowest price.  The specialty retailer should make the case to the consumer to “buy here” by adding VALUE.  Inform the consumer about something he does not already know.

If the specialty retailer wants to, he can create demand.  Then, he should fill that demand profitably, with products and services he chooses to stock and sell.  After all the specialty retailer created the subwoofer box, keyless entry, remote start, amp kit, sound deadening, component speaker, dash-kit, and many other categories that are available from tons of suppliers and now commonly in blister packs and/or stacked on the floor of big box retailers, specialty retailers and in the Internet pages.

If you don’t want a category of business to be dead, almost any category, DON’T let it be dead in your store.  Consumers look to you for information.  Price.  New knowledge.  Superior service.  Advice.  Take this advantage and make your business more special and more profitable by committing to be the source of something the consumer does not already know.  

Sometimes it is not as easy as other times.  That’s why they call it work.  It can however be done by a capable and determined specialty retailer.

Ray Windsor                                                                   Facebook: GermanMAESTRO

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