Martin Guitar has launched a new Custom Shop Experts Dealer program with 35 dealers from around the world who are specially trained and recognized for their expertise in helping guitarists create the custom Martin guitar or uke of their dreams. These dealers also have unique features and models available only through their stores including the new Custom Shop 000-28 1937 and D-28 1937.
Mitchell Nollman, Vice President of Sales and Customer Engagement, spoke with us about the new program.
What motivated Martin to create the Custom Shop Experts Dealer program?
We know the Martin Custom Shop is unique from many in the industry. We have so many options that it requires both a knowledge of what features are available and go together as well as having access to a clientele that wants the best possible experience as they create the guitar or ukulele of their dreams. We saw an opportunity to have a select group of dealers who meet a robust set of criteria and created the Custom Expert Program.
How did you select these dealer partners?
We had a mix of both quantitative and qualitative criteria that these dealers had to meet. This generated a group of eligible dealers, and we invited them to participate.
What is special about the service that customers will receive from these expert dealers?
Part of the selection process includes a deep knowledge base of our Custom process. Additionally, many of the dealers have experience with other custom shop programs on the electric side so they are intimately familiar with creating custom shop models. From there, we added a few features that are only available through Custom Shop Experts. Customers can expect great service, help in choosing the right features, wood, and finish for their Custom Shop Martin guitar. We know that these high-touch consumers deserve an extraordinary experience that these dealers are able to provide.
Will you be expanding the number of dealers in the program? Â
As we gain more experience we will look to have both the right selection and number of Custom Shop Expert Dealers. As of today, we are not adding additional dealers, but we will evaluate our programs annually and are open to discuss adding dealers provided they meet the criteria and are a good fit for the program.
Anything else you want us to know about the program?
We had a great team of people led by Kit Culpepper and Fred Greene who created the criteria and features of this program. So far, we are thrilled with the results. We have some unique and proprietary guitars in both a D-28 and 000-28 model with a few different finish packages that have been very well received. These are only offered through the Martin Custom Shop Expert dealers. We really hope that this program helps consumers specify and acquire the Martin Custom Shop instrument of their dreams.
A list of the 35 participating dealers can be found at MartinGuitar.com
