“I think the folks in retail do a good job being knowledgeable about case options, but the problem is a lot times they simply aren’t asked!” says TKL’s Andy Garrigue. Too often it’s almost an afterthought, if thought about as all, as in, “I want that case at that price point and I’m not interested in learning how spending $20 would result in something that’s much better.”
“I think the folks in retail do a good job being knowledgeable about case options, but the problem is a lot times they simply aren’t asked!” says TKL’s Andy Garrigue. Too often it’s almost an afterthought, if thought about as all, as in, “I want that case at that price point and I’m not interested in learning how spending $20 would result in something that’s much better.”
1. Make sure a conversation is had. “I’d tell dealers to remember to tell customers that SKB cases have a forever warranty, the best warranty in the business,” says Dave Sanderson. “With some of our cases, we even warranty the guitar in it up to $1,500. It’s a safe warranty to offer because it never happens.”
2. “Take the time to stress the importance of having sales specialists point out the multiple benefits of purchasing a proper case,” advises Ken Fuente of Gator Cases.
3. “Ask probing questions, such as ‘How do you plan to transport your gear?’” He stresses to not let be like the guy he saw in baggage claim at LAX not too long ago. “He was holding an obviously expensive guitar that luckily didn’t seem to be damaged. However, his case, which had no business flying in the belly of a plane, was completely destroyed.”
4. “Sell the bags as you would sell insurance – people buy fear!” Arriba’s Scott Davies says laughing, though he not’s really kidding. When the salesperson on the floor starts telling the new owner of an amp about how knobs can get knocked off, the logo can bust in half in the back of a van, et cetera, the additional sale of a quality case is near.
5. “Tell [customers] they need to protect their investment, and have many different cases on your floor to show them. Nothing is better than actually seeing the product.” And don’t let the customer leave without a case or bag, or having to go elsewhere. “When I buy a camera at a shop, I don’t just want the camera. I want the bag, the batteries, maybe a tripod,” continues Davis. “And I want it all right then. I don’t want to have to go other places or online.”
