I was in a hi-fi shop earlier last year looking at all in one systems (like Sonos) and the assistants (I went in twice) talked me through the Sonos 3, Cambridge Minx up to the Sonos 5. Very helpful they were too but neither of them really asked me about the music I listened to or got an idea about how much I was looking to spend. The second time I went in I asked about the Naim Mu-so (about £900 and nearly twice the Sonos 5’s price) which had got some excellent reviews online. They did suggest that it was the only real audiophile choice for under £1,000, but in that case why didn’t they make the suggestion themselves?
There is a tendency to think everyone is a price buyer and to be fair at times everyone will be. But just look at the numbers of expensive cars on the roads, the number of designer labels you see and you will realise that most people aren’t.
You can’t afford to make assumptions about your customers. I have known folks who spent multi thousands on hi-fi and drove a cheap car . Or people who own a Range Rover and listen to their iphone with a dock costing a few quid. Cut price spending in one area doesn’t mean they aren’t prepared to push the boat out in another. It all depends on what they personally value. And of course a good salesperson can illuminate the value they hadn’t thought of, whether it’s safety, prestige, performance or something that can save money or time. Whatever their hot buttons are, they will have them and it’s up to you to find them. Don’t assume; ask!