A tale of two record shops 4 November, 2005
I’m fortunate enough to work within walking distance of two independent record shops: Tempest and Swordfish. Although they’re just round the corner from one another, they’re miles apart when it comes to selling.
I’m trying to get hold of Death Cab for Cutie’s new record ‘Plans’ on vinyl. I tried Swordfish first. Here’s a rough transcript of the two interactions; see if you can spot the difference.
Me: Have you got Plans by Death Cab for Cutie on vinyl?
Assistant: No [after thumbing through some records behind the counter]
[An 'Office'-like silence ensues. I leave]
Total sale: £0.00. Likelihood of a return visit: low
Now here’s the Tempest version of that transaction.
Me: Have you got Plans by Death Cab for Cutie on vinyl?
Assistant: No, but it’s on order. If you’re into Death Cab I’ve got something else you might like. Have you heard the new Sufjan Stevens album?
Me: No, but I like Seven Swans.
[Assistant plays a couple of tracks from album]
Me: That’s sweet. I’ll take that.
Assistant: And do you like female vocals?
Me: Yeah.
Assistant: Well, this [Regina Spektor’s Soviet Kitsch] is pretty good.
[Assistant plays a couple of tracks from album]
Me: yes. I’ll take that too.
[I ask when Plans will be in, pay for the records and leave]
Total sale £27.00; Likelihood of a return visit: high
As the Tempest example shows, it doesn’t take much to pique a customer’s interest, to get a return visit or even a sale (especially when you consider the passion for music and wealth of knowledge that the staff in independent record shops have). If you can’t give me what I want then try me with something else. Begin a relationship and you’ll probably end up with a customer. Offer me nothing and there’s no reason for me to return. And if I don’t come back you can’t sell me anything.