RETAILER ASK THE WHAT’S YOUR STRATEGY FOR SELLING HIGHER-END AMPS WITHOUT OVERWHELMING THE CUSTOMER?
“We have multiple isolated rooms filled with bespoke amplifiers that would make any tube lover drop their jaws. Our team is well versed in each amplifier’s idiosyncrasies and enjoys showing how they can fit into each player’s tonal world.”
“With the vast number of products avail- able to players these days, I think the key is qualifying customers by asking a lot of questions like: What kind of sound and features are you looking for? Are there any players whose guitar sound inspires you? Really, it’s the same approach to selling amplifiers in any price range, but what the customer
can tell you about their needs, and what they know, is the best way to determine which direction to go in and narrow down the number of choices. I can then focus on a few items that I think might fit the customers’ needs and budgets.” Rik Mercaldi, Guitar Department Sales Alto Music Middletown, New York
Baxter Clement, Owner Casino Guitars Southern Pines, North Carolina
“For us, it’s best to let the tone do the talking. We aim to have our practice rooms set up with amplifiers already dialed in for a customer to plug into, and if it sounds great, you’re guaranteed to sell either the guitar or, better yet, the combo. It’s important to understand what the customer is looking for sonically, then plug them into the best possible example of that with- out talking about price. The second you focus on price, you’ll lose them.” Jonathan Urban, Store Manager Chicago Music Exchange Chicago
“We’ve found that, in selling higher-end amps, taking the time to explain the details of the amp’s features in a way that relates to the “player’s mind” — as in how they are going to be able to use it in a practical sense — and then setting them up to play and walking away to let them experience it for themselves for a bit works very well. After they have taken a test drive on their own, we’ll then return to answer any questions they may have. It also helps to be able to demo the amp for them. Our store features a room that’s designed acoustically so that the tone of the amp that they’re hearing will be exactly what the amp should sound like elsewhere. We feel that’s a must when stocking and selling boutique amplifiers. And crank it up!” Jamie Jackson & Todd “Toddzilla” Austin, Owners
Tone Central Station Nashville, Tennessee
54 I MUSIC INC. I MAY 2026
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