After handling a big lot of people over 9 years of selling audio gear in a major city I think that the majority of people interested in getting some audio gear want to learn about audio and are very receptive to being shown stuff. I call it stuff because there are so many things that just pop up that are interesting and they want answers to questions because they want to learn and are genuinely interested. Those are near and dear to my heart and it usually resulted in hours of sales effort on my part and a sale whether that be the same day, the next week or 6 months down the road because I took somebody aside on a slow day and coached them. People mostly want to talk, be seen and heard and really listened to and if you provide that they will let you coach/teach them and sell them stuff.But that's just the thing - it's not your money! Why does it matter to you if people want to spend their money on things they think will make their system sound better but actually don't? Did they ASK you to help them understand controlled, blinded listening tests? Do you really think the vast majority of audiophiles outside of ASR really care that much about controlled, blinded listening tests?
The solution is to get to them before the damage control needs to be done. Explaining to a customer that they where sucked in by one they trust(ed) is a hard pill to swallow sometimes and it might just make you give them a negative experience. It comes back to coaching the public and relying on your good manners and good intentions to sell them the best you can with what you have in stock. I have advised customers that they have been ripped off in more gentle but firm polite terms. It requires some hand wringing, politeness, calm manner and genuine humility to get them on one's side of the matter. I have had customers return gear to a different retailer and come back to me and buy the better gear and take my advice. So people can and will listen and be educated and again it comes down to listening and reacting properly.What do you think would bring the average audiophile more joy and happiness: a) spending $1,000 on a cable that makes them perceive an improvement in their sound system (irrespective of an actual improvement), or b) you telling that audiophile that he just wasted $1,000 and that you can prove it, and that he should call up his friends to tell them he was wrong about the $1,000 cable and he got fooled.
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