CLARITY Column


March 2025 ertonline.co.uk


It’s all about that bass. Or is it?


12


There’s nothing quite like the sound of rich vocals and pin sharp instruments filling your room as though the band itself is performing right there in front of you, says Paul Laville, Clarity board member.


their favourite music on the best kit? As an industry association dedicated to supporting the makers and resellers of hi-fi products in the UK, you’d be forgiven for thinking that we focus all our efforts at the high end of the exclusive audio VIP club. Whilst we do indeed spend a lot of time in that arena, the popularity, recognition and affordability of quality hi-fi are on the rise, which means that more retailers are starting to give space to ranging mid- to high-end audio brands, which is great news for the hi-fi industry. Not only do these products help lift a retailer’s


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profile, they also command relatively stable margins – often higher than the majority of consumer electrical goods. Cables, connectors and other accessories can easily raise the transactional value, not to mention the potential for creating additional profitability and long- lasting customer loyalty by offering home installation and other expert services.


t Clarity, we’re deep into hi-fi. We love it all. It’s our passion, our reason for getting out of bed on a morning. After all, who wouldn’t want to start the day listening to


Of course, that only benefits you if these shiny new speakers, streamers, AV amps and turntables sell through – but this is where Clarity can step in to help by offering our members expert training, not only in the technical aspects of hi-fi but also, importantly, best practices when selling it to customers on the shop floor. It’s important to remember when selling hi-fi that the audio experience is subjective, and that it’s your customer’s opinion which counts rather than yours. The decision to buy expensive hi-fi really is weighted towards emotion rather than reason; we might buy a new washing machine because there’s a pressing need to get our clothes cleaned, but hi-fi is a luxury, and quite often, a step towards the achievement of a lifetime aspiration. Therefore, if you can get your customers emotionally engaged with a new audio set-up quickly and build on that connection, then you dramatically improve your chances of a sale. The good news is that with hi-fi you have all the tools for this at your disposal – all you really need is some music!It doesn’t have to be (subjectively) ‘good’ music, or even music that you like. All it has to be is what your customer likes, because if they hear their favourite tunes played at a quality


they’ve never heard before then the power of that emotional connection ramps up to 11! And then it’s a case of making that experience a lasting one – which can be enjoyed in their own homes at their leisure.


One of the most common mistakes sales


staff make when selling any high-end or luxury goods is that they focus on price, or technical aspects that rarely interest most ordinary folk. If you focus any sales conversation on technology then you run the risk of scaring people away or boring them senseless! If you focus on price, then you make everything difficult. However, if you get that emotional connection established first and make it strong, then you’ll soon see that most customers will find a way to afford the experience you’re selling, and maybe, if appropriate, finance packages and added value services might be available to make it more achievable. The technical stuff will be of interest to some people, and you will attract them when word gets around that you have what they want, but for the majority, believe it or not, it’s not that important. If you’d like to know more about Clarity and how we can help you make the most of your hi-fi aspirations, then we would be delighted to hear from you. Take a look at our website: www.clarityalliance.co.uk or email us: clarity@clarityalliance.co.uk.


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