Detmer's Corner: Growing Your Business By Selling “The New Audio”
As the specialty products manager for a high-end audio manufacturer, I’ve had the pleasure of working with the best audio retailers in the business. One that stands out is Dave Workman, who was the president of a large chain of retail stores. Dave knew that premium audio was a “sell-to” category.
That’s why he insisted on his sales staff being fully trained in the art of presenting and selling luxury audio products. To do so, he maintained a dedicated training department that partnered with audio manufacturers, like the one I worked for, to conduct trainings that honed his staff’s selling skills.
During the training sessions, I was always impressed by the excitement and professionalism put forth by Dave’s sales team. But during one session, there was a salesman who was downright disruptive. His negativity and taunting threatened to thwart the entire event for everyone. Naturally, I diverted his distractions, as good trainers do, and went on with the session. During the session break, however, Dave approached me and apologized profusely for the behavior of the disruptive salesman. I appreciated Dave’s gesture, and mentioned how surprised I was that such a loose cannon was on Dave’s team.
Dave’s reply to me was, “Mike, that guy’s not on my team any more. I walked him out the door a few moments ago. We’re all about selling premium goods, and his type of temperament just won’t get the job done!”
Dave and I have remained business associates ever since; we’ve also become friends. I regard him as a visionary for “retail things to come.” So when it came time to write this month’s column, I interviewed Dave to get his take on how custom retail will shape up this year. Dave spoke about the four pillars of “selling the new audio;” his responses were quite insightful, and I suspect they will lead you to better audio sales revenues in the months to come.