Getting a Fix on In-House Repairs

MMR recently surveyed over 400 MI retailers who stock guitars, basses, amps, and related gear on the topic of in-store repair facilities. The response rate for this poll was significantly more robust than the norm and the replies reinforce the notion that this feature is no mere "add-on" for a guitar store – with 93 percent(!) of participants in our survey saying that they do offer repairs on-site, it's a safe bet that if you're a retailer of fretted gear and you don't provide such services, you should look into it. Of those guitar dealers who don't offer repairs to their customers, virtually all cited the same reason behind that decision: lack of space.

 Many note that providing repairs and customization represents a next-tier level of customer service that fosters actual relationships with consumers. Interestingly, more than a few gave a shout-out to the bigger MI chains – specifically Guitar Center – and noted that in-house repairs are an area where smaller stores can distinguish themselves from the big-box competition. Given that GC is now offering repairs at more and more locations, it will be interesting to see how or if those feelings may evolve.

Read on to learn more about how and why the majority of guitar dealers in the U.S. choose to assist their customers with an in-store repair division.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Aside from income generated, what do you feel are the benefits of being able to offer repairs on-site?

"It adds perceived and actual value to any instrument purchased at our store. Customers are confident that we can help them with any problems they may have and that we know what we are talking about when we show them an instrument. They also see us inspect, clean, and set up all purchased instruments at the time of sale."

  Ken Cefalo

  Main Street Music, Inc.

  Tracy, Calif.

  

  "The retail music industry is based on service, not low prices – just ask the folks who just sold the chain of Guitar Centers!"

  Pete Van Alstyne

  Pete's Music Center

  Yuba City, Calif.

  

  "It is an essential service to offer for the instruments sold and traded here. It is not a real music store if repairs are not offered, but just a product reseller – no different from online merchandisers."                                                                           William White

White Bros. Music

Bath, Mich.

 

   "It's easier to sell products when the customer knows they can get them fixed right here."

  Mike Johnson

  Johnson Music

  Dracut, Mass.

  

  "It means improved customer service and the ability to handle repairs of instruments taken in trade."

  Joseph Blumenthal

  Downtown Sounds, Inc.

  Northampton, Mass.

  

  "The benefits include customer retention, oral referrals, quick turnarounds, parts for DIYers, and a knowledgeable staff."                                         Jim Lase

Universal Music Co.

Thornton, Co.

  

  "It's easier to sell used guitars and amps, and it brings people into the shop who otherwise would not have come."

  Antone Lourenco

  Antone's Music

  Newark, Calif.

  

  "Being able to offer repairs provides an added layer of customer service."

  Marcum Havens

  Matt's Music

  Monroe, La.

 

  "Having on-site repair allows us to maintain our inventory and adds an additional service to our customers."

  Paul Kirk

  Guitar Center

  Tampa, Fla.

 

  "It helps with sales, in that we are the local warranty repair center for several major brands, which also brings customers into the store who have purchased elsewhere or online. They then become 'part of our family.'"

  Mike Canady

  American Music Co.

  Fresno, Calif.

  

  "Musicians make gigs after emergency repairs. Audiences appreciate a properly intonated/tuned instrument that stays in tune."

  Alex Moring

  Austin's Musical Exchange

  Austin, Texas

  

  "The repair side allows me to maintain relationships with my customers after the sale. Having the ability to fine tune, customize, and personalize their instruments keeps them returning."                               Scott Elvins

A&Z Guitar Repair

Eolia, Mo.

  

  "It means I'm taking care of the customer, maintaining the customers' trust in my business."

  Randy Setty

  Guitar Attention Center

  Springfield, Ohio

  

  

  "Any service our store offers helps us stand out from web-based merchandise stores. Our repair department has a great reputation and consistently brings new customers in through word of mouth referrals. It also helps customers purchase guitars with confidence because they know we stand behind our products."                   Emily Kellerman

Modern Day Music

West St. Paul, Minn.

  

  "It means more sales, more relationships. Gives [us] a chance to really get to know the customers and their gear. It also lets us demonstrate our knowledge base. Being a service center is super valuable to a small independent. They send people into your shop, you fix their stuff, and you gain customers. Simple!"                          Todd Salpietro

TJ's Music

Fall River, Mass.

  

  "We can repair all of our customers good-deal finds they buy on eBay that turn out to be junk. It is also the only thing the chain stores haven't figured out how to do well or discount to death yet, so there is still a chance you can make money in this business."                                 Rusty Olson

Rockhaus

Milwaukee, Wis.

  

 

  "[Having in-house repair facilities gives us] the ability to promptly and knowledgeably serve our customers, as well as others who have purchased MI products from retailers that do not offer in-house service. (Thank you, GC!)"

  William Mundt

  Mundt Piano & Organ Co.

  Burlington, Iowa

  

  "We find that it's very reassuring for customers to experience the 'who, what, where, and how' of their repair; it's an easy way to build rapport with new customers and maintain relationships with existing customers."

  Nick DuBaldo

  Beller's Music

  Manchester, Conn.

  

  "We get a lot of foot traffic that we normally wouldn't have gotten. We bring in a customer who normally wouldn't have shopped with us."

  Patrick Sheridan

  A Sound Education

  Brookfield, Ill.

  

  "It adds value to purchases. Our customers feel more comfortable buying from us because we repair what we sell."

  Joe Cardenas

  Marshall Music Co.

  Lansing, Mich.

  

  "We support the local professional and recreational music community by keeping their equipment in the best possible performance condition. Our setups are second to none and we draw repeat customers from as far as the Bay Area, Redding, Fresno, Reno, and Carson City, over 100 miles away."

  Dave Lynch

  Guitar Workshop

  Sacramento, Calif.

  

  "Being able to tweak the setup on a new guitar helps close deals. Also, our techs perpetually maintain the condition of our guitar inventory on a rotating basis."

  Scott Walden

  Guitar Center

  Fort Worth, Texas

 New 'Complete Starter Packs' from Alfred Music

 

  "Repairing instruments and amps gives credence and legitimacy to your knowledge base about these products. When a customer knows that you understand the product inside and out, they have reason to trust your opinions on the quality of the product. When people buy high-end bikes, they buy them from the same shops that fix and maintain those same bicycles."                                   John Justen

Eclipse Music

West St. Paul, Minn.

  

  "People love knowing they can get their guitars fixed and returned to them in 20 minutes or less. I have many pro players bring their guitars to me because I do it better, faster, and cheaper than they can do it."

  Paul Lewis

  Lewis Music Store

  Kissimmee, Fla.

   "[It's] more of an added service to our customers. It also provides a station for any guitar instructors helping a student quickly fix their instrument or to teach them about guitar setup or string changes."

  Scott Moore

  Moore Brothers Music

  Sammamich, Wash.

  

  "It brings people into the store. It also brings people with problems looking for solutions. Repair is not always the best solution. Sometimes we offer replacement. Sometimes they just need some accessories and a few lessons."

  Brian Hansen

  B's Music Shop

  Mount Pleasant, Mich.

  

  "Repairs are integrated into the business as a whole, not a separate department. We can better present all instruments for sale since we've done thorough set-ups on them and can do adjustment follow-ups with customers. We also sell used and vintage instruments, which we can evaluate and represent because of the repair/restoration skills in our shop."

  Julie Luther

  Spruce Tree Music & Repair, Inc.

  Madison, Wis.

 

   "Increased credibility with guitar customers. We use the fact that we have in-house, certified technicians as a closing tool when selling guitars and other fretted instruments. [This] provides a huge advantage as compared to online purchase options for the customer."

  Marcus Hight

  Best in Music

  Orem, Utah

  

  "Service is what we are all about at C.A. House Music and we feel that offering restrings, repairs, setups, et cetera for our guitar customers is tantamount for us to be competitive in the ever-increasing pool of Internet sales venues. Our tech is also a wonderful player/performer and thus understands the quirks, problems, and demands of professional guitarists, as well as those just starting on the instrument."

  Michael Dotson

  C.A. House Music

  Parkersburg, W.V.

  

  "You create a customer that comes into the store and hopefully purchases other items. The internet is our biggest competitor when it comes to sales, so if we can get a customer into our store, we can explain to them that we can be competitive and hopefully they'll give us a try the next time they need something."

  Jamie Karst

  Main Street Music & Electronics

Elk River, Minn.