WHAT:The Fret Shop
WHO: Mark Torstenson, Owner
WHERE: Huntsville,Alabama
WHEN FOUNDED: 1979
At home:
Married to Lucia Cape; two kids: Evelyn, 6, and Julian, 4.
On the way to that computer degree…
When I got to the Assembly Language class on the way to a Computer Science degree, I switched to a Music Performance degree. But then I realized that performing was a tough way to make a living. I was working at The Fret Shop at that time and was given the opportunity to come on as a partner.
Ambidextrous:
I play guitar and bass (electric and upright).
How many folks work at the store: 7.
Top lines carried:
Taylor, Fender, Alvarez, Ibanez, Eastman, Gold Tone, and Breedlove.
What’s selling particularly well for your store now, and why?
Taylor guitars under the $1,000 price point because the value is tremendous. Also Fender Mustang series amplifiers are doing well because they sound great and offer a ton of features for the beginner/casual player for a reasonable price.
Career high point:
Being recognized as Taylor’s Top Independent dealer for our state the first time (2009) and being able to maintain that honor ever since.
Career low point:
Anytime I have to let an employee go, which hasn’t been very often. We have a very good, dedicated crew, most of whom have been with us for several years.
Best thing about my job:
Being able to help wonderful people find the instrument that puts a smile on their face, especially for that first-time buyer.
The most important thing about managing
a music store is:
Treating your employees well. I have learned that, while money is important to any employee, being treated with respect and trust can go a long way towards keeping an employee happy.
The most important thing about doing business with a manufacturer/supplier is:
Communication with your suppliers (especially credit managers) is very important. Try to treat your suppliers as partners in the business and let them know when something is, or is not, working for you.
The most important quality to look for when hiring someone is:
The past few employees I have hired have all come from the food service industry, with the last two having been front-end employees (a bartender and a fine dining waiter). I like the customer service abilities that these employees have brought to our establishment.
If the employee is going to be on the sales floor, you have to make sure they can juggle many things without getting flustered, have a pleasant demeanor, and have a positive attitude. These days, good computer skills are also a must. I have had instances where someone did not work out due to the need to interact with a computer.
Pet peeve about the business:
Customers who only seem to care about the price. A good dealer will offer the product at a fair price, but will also be able to help you with a problem if one should arise.
I recently had a customer who was bad-mouthing a particular brand that I carry because he had purchased an item from an online company and had some problems with it. He blamed the manufacturer, claiming that he had purchased a lemon and they wouldn’t make it right. I tried to explain that he really should have taken his situation up with his dealer, and if he had purchased it locally, he would have had an ally in the situation. Many times, a good dealer can help a customer get through a problem that they cannot get solved themselves.
People might be surprised to know:
I love to cook spicy food. I flirted with the idea of quitting the music business and attending culinary school several years ago, but decided that that would be a hard job to do with a new family. I have been growing my own peppers and making hot sauces for the past few years. My employees and friends are starting to ask for it now. In fact, I’m thinking about marketing an orange habañero sauce and calling it, “Fret Shop Fire!”
If I could go back in time and tell my younger self something, it would be:
Get more sleep, come into work earlier, and stay on top of the bills.
Favorite meal:
Don’t make me choose! It’s a toss-up between good barbeque (Alabama pulled pork), or a medium-rare, pan seared porterhouse with a sauce made from pan drippings, reduced stock, and my homemade habañero jelly… or spicy Thai.
Last good movie I saw:
With a 5 and 7 year old, haven’t seen many “live action” films recently, but Rango was great.
Last good concert/live music you heard:
Anytime I get to hear Ozomatli, Los Lobos, or Grupo Fantasma live.
Who I admire most in this business, and why:
Bob Taylor. I think he has revolutionized so many things in this business, including manufacturing, marketing, and customer service/satisfaction/loyalty. And he builds a great guitar to boot!
If I were a cartoon character, I’d be:
Ferb. He’s quiet but has a lot going on behind the scenes.
Do folks still come from Alabama with a banjo on their knee?
Of course! The number of banjos we sell consistently astounds me.
True or False: Can you be happy and rich in the music instrument business?
Ask Bob Taylor! I think you certainly can, but it does take a lot of hard work, dedication, and the ability to not sweat the small stuff.
Words to live by:
“The secret’s in the buying, not the selling!” I can’t remember which of our many reps uttered these words 20 years ago, but they have stuck with me.
— Kevin M. Mitchell
