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COMMENT: Cash in on your 2 in 1s

Ronnie Dungan
COMMENT: Cash in on your 2 in 1s

Marketing consultant Wayne Blanchard says you've got to think of your customers as more than just single instrumentalists.

I’m a drummer who also plays guitar. I’ve got a drum kit, several electric guitars, a bass, a wah- pedal, amps, a tuner and a ton of tuition books.

Alongside my Harvard Business Review and Marketing magazines are too many issues of Vintage Guitar, Guitar Player, Guitar Buyer, Premier Guitar and any magazine featuring Jeff Beck.

Yes, I’m a drummer, but I’m also into guitars. That makes me a 2-in-1 customer. And I’m not the only one spending on gear other than my primary instrument.
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So what do you as a dealer do with me as a customer? First, do you even know I’m a 2-in-1 customer? (I also buy for my daughter, so make that 3-in-1).

When I’m in music stores nobody asks what I play, what gear I have, what I’m interested in, or whether I have seen the latest models? Nobody invites me to demo that new amp, or feel the neck of some new six-string. You may not sell it to me, but you may sell me on it. That one-on-one salesmanship (and marketing research) can be potent, because even if I don’t buy at the time, I’ll pass the word along to my guitarist friends (some of whom play drums), even connect them to gear websites. And I pass my guitar mags along to other players. Thanks to those mags the local shop is bringing in some different guitar gear, and the guitarist in my band has new amps and far too many pedals.

So what about us 2-in-1 customers? Every 100 people entering your store may actually constitute 125 or more customers for your business. Dave Grohl – drums and guitar = 2 customers; Paul McCartney – bass, keys, guitar, drums = 4 customers… You get the picture.

Even little Suzie Watkins from the local school might play piano, flute, guitar, clarinet. And then there’s me.

Dealers need to discover the full potential of their customers. How? Consider customer surveys and contests that include ‘What Instruments Do You Play?’; post new product features on your website that prompt viewer comments/reviews; have special ‘2-in-1 customer’ days for multi-instrumentalists, including workshops to promote the concept and, lastly, store staff could get to know their customers beyond, 'Oi, Nigel, how’s it going, mate?’ Yes, get to know Nigel better; you may be surprised.

So the next time I – or a little Suzie Watkins – walks through your doorway, don’t sell yourself – or me – short. Pull out that new kick pedal, but also haul out the latest stompbox. After all, you managed to get me into the store, so don’t just sell me on something. Please sell me on some things.

Tags: Retail , wayne blanchard

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