BOUTIQUE - Music Inc. Magazine

jazz musicians. This means an
even moderate selection could set
an MI dealership apart in the sound
system market.
Plus, music dealers are often
better positioned to sell into niches.
Obviously, mini P.A.s are a
good category for dealers with a
strong live sound business, but
Lombardo said guitar stores also
have a potential market.
“At some point, even a repeat
guitar buyer slows down [his or
her] chosen instrument category
purchases and requires other tools
to fulfill the need for live sound
support,” he said.
School music dealers with
strong educator relationships have
plenty of opportunities for P.A.
sales. Combo and audio retailers
can also cash in on this customer.
“We sell to a number of businesses
and schools, and small portable
P.A.s are just the ticket for
some of their needs,” said John
Vitale, sales manager for Full Compass,
a Madison, Wis., audio and
recording dealer.
“Offering low-cost sound systems
that can be purchased without
going through a lengthy bid
process or that a booster club can
afford is a real service to music
teachers,” Schauer said.
And any dealer with a music
lessons program has a built-in
market, especially retailers offering
ensemble classes, such as
rock camps.
“There are often bands formed
out of the various students in
recitals who learn how to play
together or even just for fun,”
Swiadon said. “They need a P.A.
that can be moved from place
to place, especially if they are
younger students.”
aSSuME noTHinG
On the sales floor, P.A. customers
require careful qualification,
especially those who plan on
using the product for non-musical
applications. As Swiadon put it,
“Don’t assume they know much
about sound gear.”
“Suggestive selling helps, as
this category of products is less
familiar to the consumer and often
requires more communication of
features and benefits than do more
traditional MI products,” added
Paul Herring, vice president of
Fender’s mass merchant division.
And for musician customers,
Lombardo offered a single piece
of sales advice: Ask if they play
out. This inquiry shows that you
think clients are talented enough
to perform live. It also shows that
you’re interested in their activities
outside the store and you’ve thought
beyond their immediate needs.
“Whether it be immediate or
down the road, you’ve planted a
seed,” he said.
But Lombardo stressed that
salespeople need to have a P.A.
system displayed nearby. He advised
retailers to cross-market by
peppering a small P.A. into the
guitar department, keyboard area
or acoustic room, in addition to
having a sound system display.
This gives P.A.s four to five times
the exposure they’d usually get.
“When all P.A. products are
grouped together, they can become
overwhelming to the first-time P.A.
customer,” Lombardo said.
Alto Music, for example, keeps
several different systems set up for
side-by-side comparisons. According
to Shepherd, the company’s
salespeople often swap out microphones
and instrument configurations
to help customers make
informed purchases.
And when closing sales, Schauer
said packaging systems with
accessories — stands, cables and
microphones — is a must.
“Dealers can’t assume that the
customer knows to ask for these
items to complete the sale,” he
said. “Customers depend on the
dealer for this.” MI
{SOUNDTO-GO}
b PoRTABLE
P.A. SYSTEMS
Fender PassPort Pro series
“Their total feature set offers a unique
product line in a category that has been
slow to evolve,” said Fender’s Paul Herring.
“Our new products are among the
lightest, loudest, clearest and [most]
robust from a technical feature standpoint
in the current market.” {fender.com}
Fishman sa220 solo PerFormance system
“With its high-quality drivers in a line array configuration, it
offers wide room coverage and improved feedback rejection,
making it an all-in-one P.A. and monitor system,” said Fishman’s
Scott Lombardo. MSRP: $1,539.95. {fishman.com}
roland Ba-330 stereo PortaBle amPliFier
“It is a self-contained, six-input, battery-powered
P.A. system,” said Roland’s Peter Swiadon. “This
unit can put out 109 dB for up
to 10 continuous
hours on one set
of AA batteries.”
MSRP: $829.50.
{rolandus.com}
samson exPedition 308i &
510i PortaBle P.a.s
“They have a few advantages over other
systems, including integrated iPod docks
and a unique, all-in-one design that makes
setup and breakdown a breeze,” said
Samson’s Mark Wilder. MSRP: 308i, $679.99;
510i, $949.99. {samsontech.com}
nady ensemBle Pa-4180
This P.A. features a four-channel, 180watt
RMS stereo powered mixer with
input gain, high, mid, low, effects, pan
and channel level controls. Plus, it has
a handle and wheels for easy transport.
MSRP: $439.99. {nady.com}
yamaha stagePas 300 & 500
“They both add higher fidelity
and cover larger audiences,
while offering a professional look,
functionality and light weight at a
reasonable price,” said Yamaha’s
John Schauer. MSRP: 300, $798;
500, $1,249. {yamaha.com}
JANUARY 2011 I MUSIC INC. I 87