The Real Reason Brick and Mortar Stores Are Dying: Showrooms For Amazon?

The Real Reason Brick and Mortar Stores Are Dying

We hear it all of the time, "The Internet is killing brick and mortar stores!" While it is true that selling over the Internet has its advantages, especially when it comes to price, there is something a brick and mortar store can offer that Amazon cannot. It is a high level of personal customer service, or as Jeffrey Gitomer says, “its customer help.” Unfortunately based on my experience lately, customer help at most brick and mortar stores suck!

I went into a local music store to check out some guitar amps that I have been eyeing on the Internet. I read some reviews on them but I wanted to see one in person, so I went to the local music store. I figured if the price was in the same ballpark I might even buy it at the local store. If I can, I like to buy from local stores even if it may be a few bucks more, but what I do expect is a friendly, knowledgeable sales staff that can tell me about the product and show me how cool it is. I want them to show me the differences in the makes and models so I can purchase the best one that fits my music style and usage. I think most people probably don't mind paying a little extra if they can play with the product, and converse with an educated person at the store so they can make a more educated buying decision. 

I walked in the store and there were at least 4 sales people on the floor, a couple playing guitars talking about their next gig, the other two chatting behind the counter. I walked around the store for about 15 minutes and not one of them even recognized I was in the store! I don’t know if they realize this or not, but potential customers are not interested in an employee sideshow. They don’t care how good they are at playing guitar or what song they are going to play at their next gig. What we do want is a friendly, personable, knowledgeable sale adviser to show us the products and help us make an educated decision on buying an amp, or a guitar for example. In my eyes, the only time any of their employees should be playing an instrument is to learn about it, or demonstrate something about a product to a customer. 

I find similar situations at other stores. Best Buy for example, terrible service if you can find anyone. If you do find someone it is never their department. Their staff are not well trained and they know little about the products. I can usually learn more on the Internet than from one of their staff. The moral of the story is this. If many brick and mortar stores are going to survive the Amazon’s of the world, they are going to have to offer a high level of service "help" to do it. They are going to have to train their employees to a high level, and they are going to have to train their employees on more than just one area of expertise. Below is the email I sent after recently visiting the music store.

Hi, my name is Matt. I stopped by your store in Sarasota today to take a look at a Line6 Spider IV 75Watt 1x12 amp that I am interested in. I walked about your store for about 15 minutes and your entire staff sat around and played guitars and never once came over to show me how cool that amp was. I am in the sales business. Your potential customers do not care how good of a guitar player your sales staff are, they want a friendly person to stop over and show them how cool your products are. I like to support brick and mortar stores like yours when I can, even if it costs a few bucks more. But, I expect great service, not a sideshow of your staff noodling on their instruments talking about their next gig. I don't want to come across as a jerk, but the only way your brick and mortar stores are going to survive is to offer something Amazon, or your online store cannot, which is friendly, knowledgeable sales staff that can show me, the customer how cool your products are. Otherwise you'll end up being only a show room for Amazon or your online store. My advice is to make every sales person in that store learn about every product so they can greet customers in a friendly manner and show them your products in a friendly engaging manner. I know nothing more about that amp after visiting your store than what I read on the Internet, so I may as well buy it on the Internet. The only reason your staff should be playing any instruments is to learn how a product works, or to demonstrate something to a customer. Superior service is the only way many brick and mortar stores are going to survive.