How Guitar Center Educates Customers
The Guitar Center story began in 1959 when Wayne Mitchell purchased a small appliance and home organ store in Hollywood. By 1961, he'd changed the name of the company to The Organ Center. In 1964, Joe Banaran, President of the Thomas Organ Company, approached Wayne in search of an outlet to sell Vox guitars and amplifiers.
Wayne saw the chance to seize a new retail opportunity and since he was in the midst of relocating his original Hollywood Organ Center location to a new site, he agreed that rather than closing down the old store, he would stock it with Vox guitars and amplifiers and call it The Vox Center. By the late sixties, it was evident that the future of musical instrument retailing lay in guitars and amps, not organs, and The Vox Center was re-christened The Guitar Center.
The rest, of course, is history. Today, there are 214 Guitar Center stores in 42 states. And since the company sells a wide spectrum of audio gear, we asked Karam Kaul, an elite member of the company’s corporate training team, to explain how a retail enterprise as big as this one can serve the unique needs of individual customers.
You're in charge of keyboard and recording training at Guitar Center. What does your job entail and how long have you been at it?
My primary focus is on training. We structure and teach sessions for our managers throughout the company. In each session thirty to forty attendees are drilled on a myriad of topics ranging from company initiatives to product knowledge and concepts in recording, keyboards, live sound, DJ applications and lighting.
Our group is intrinsically involved with the eLearning initiative in both subject matter and certification. We also consult in areas like store design, layout, displays and promotions.
I’ve been part of the Training Division for seven years.
What kind of experience is important for Guitar Center associates? Some of our readers – in fact many of them - probably shop at Guitar Center. And there are probably others who would like to work there.
Since each client is unique, there isn’t really a single experience that catapults itself above the rest. Every area of expertise compliments the other. Outstanding technical knowledge coupled with strong interpersonal skills go a long way toward promoting a positive client experience. That’s very important to us.
In this issue, we’re talking about how customers can make informed mic choices. How do your sales people help customers who are looking for a microphone?
Training is the key. We provide one-on-one and classroom training on microphone techniques, microphone concepts, and specific microphones with audible examples. Armed with that knowledge, our sales associates can pinpoint the most appropriate microphone for the customer's application. In addition we have an extensive network of experts within our company that can help at a moments notice including GCPRO.
Is there a standard set of questions to narrow the choice to the appropriate models?
We stock a large number of microphones and to help narrow the number of microphones under consideration, we ask a series of questions. Each question is designed to eliminate roughly 50% of the microphones we have on hand. For example, a simple line of questioning such as “Is it for live, studio or DJ?” followed by “vocal or instrument?” can significantly narrow down the scope.
What about in-store demos?
We do offer listening opportunities. Many of our stores have microphone switchers connected to various preamps allowing our customers to either listen to the microphone or to listen to a microphone/preamp combo.
Guitar Center offers in-store events like your current Sessions tour with Joe Satriani. What other ways do you try to educate your customers?
In addition to expecting our sales associates to share their knowledge with customers, in-store events are very important.
For example, Tech Tuesday is one of those programs. One of our sales associates is hosting four events in April that include topics like software DAWs, microphones and cables. We also like to have our gear manufacturers spend the day in our locations to answer any questions not only on their models, but to explore general concepts as well.
What can a customer expect when he walks into one of your stores?
An incredible experience! We have knowledgeable sales associates who are intimately involved with their local music communities. We have a huge selection of products. There is a sense of immediacy where our customers can touch, feel, smell and listen to the gear.
From your point of view, what can a customer do to ensure the best sales experience at a music store? In other words - how can customers be better, more informed shoppers before they walk in the door?
Research. Guitar Center has an enormous selection of makes and models, and with that, there are dozens of choices, even in the same price range. A little research goes a long way and results in less confusion. When customers are armed with basic knowledge, our sales associates can do a better job of directing them to making the right decision.
We thank Karam Kaul for taking the time between coast-to-coast training sessions to call in. The chances are good that you already know where your nearest Guitar Center is, if not, check out their site. You can also get in touch with your local store for updates on special events.
.
