NAMM YP I BY DAVID HANES Get Involved with Schools
D o you run a music retail store and haven’t yet estab- lished an educational services division as part of your business model? If you’re unsure where to begin or feel unprepared to take the leap, it’s worth considering how adding educational services can position your store for long-term success. Partnering with schools isn’t just a strategy for boosting im- mediate sales, it’s a way to build lasting customer relationships and strengthen your role in the community. TEACHERS ARE SHOPPING ONLINE
with vendors, manage claims, de- liver parts and even bring in new models for teachers to try. Great ESRs don’t just deliver products — they solve problems. That kind of dedicated support builds trust and long-term loyalty that online retailers simply can’t replicate. A GENERATIONAL CONNECTION Music education often creates deep community ties. A teacher might inspire a student to pur- sue music, and before long, that student’s siblings, or even par- ents, are part of the same pro- gram. These connections aren’t just meaningful for schools, they’re a major opportunity for music stores. ESRs who are consistently present in the classroom also build strong bonds with stu- dents. When young musicians have positive experiences with your store’s representative, they’re more likely to visit your store, spread the word and bring their families. Over time, your store becomes more than a place to shop, it becomes part of their musical journey. BRINGING THE STORE TO THE SCHOOL Ultimately, this isn’t just about increasing sales — it’s about building relationships that last. When your ESR is engaged, re- liable and knowledgeable, your store becomes the first call for teachers, students and families alike. This kind of proactive, education-focused approach sets your business apart and creates long-term loyalty that pays off for years. MI David Hanes is an educational services rep at Ted Brown Music based in Tacoma, Washington, and a member of NAMM YP.
Let’s face it: online shopping is the norm, and music teachers are no exception. From researching instru- ments to ordering supplies, the internet offers speed and convenience. Without strong, proactive relation- ships with teachers and administrators, local music stores risk losing valuable sales to online retailers. Even if you’ve built a solid reputation in town, that only goes so far. Teachers retire, move or change jobs, and their replacements often won’t know your store unless you make the effort to reach out. Relying on name recognition alone isn’t enough. Without consistent engagement, new educators will default to online options, and your school business will slip away. Teachers want fast, reliable solutions. By staying involved and offering dependable service, music stores can become the go-to resource for educators, keeping business local and relationships strong. THE EDUCATIONAL SERVICES REPRESENTATIVE ADVANTAGE Teachers are stretched thin, balancing lesson plans, performances and student needs. They don’t have time to track down the right prod- ucts or chase down solutions. That’s where your educational services representatives (ESR) comes in — offering personalized guidance and dependable service tailored to each school’s needs. Unlike a store manager or sales associate, who are tied to running the floor, answering phones and managing inventory, an ESR is
“Great ESRs don’t just deliver products — they solve problems.”
solely focused on serving one of your most important customer groups: school districts. Their attention is devoted to building relationships with educators, understanding program goals and responding quickly when problems arise. An ESR helps teachers make informed decisions, steering them toward the right instruments and supplies while helping them avoid the pitfalls of low-quality or mismatched gear. And when something goes wrong — whether it’s an incorrect order, a broken part or a warranty issue, your ESR is there to resolve it. They coordinate
26 I MUSIC INC. I JUNE 2025
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