Operating an instrument shop has its own unique set of challenges. The fact that you are catering to a specific set of musical customers is both an advantage and a drawback. While you can be sure that your buyers will need your products, with so much opposition from cyber stores it can be difficult to compete.
However, by including in-store services that appeal to violinists, you can entice repeat business and ensure that your operation stays in the black. These practical tips can be used to help develop your own ideas, but they basically revolve around creating an environment that supports musicians and helps them improve their own abilities. With that type of support structure in place, you can bet that they’ll return often and tell their friends about your great services.
Instrument Repairs
It sort of goes without saying, but providing instrument repair service is key for encouraging repeat violin business. Violins often need minor repairs. By providing a place that musicians can receive speedy fixes for minor issues, such as peg refitting or re-glued seams, you build a reputation as a problem solver. This is an especially important service for beginners who will often need help with string replacement or other small issues. Plus, by developing a relationship early, you help ensure that that buyer becomes a steady customer. If you don’t already offer Luthier service, consider adding it as a service to your customers.
Rental Programs
Many student musicians don’t always know which instrument to buy. In many cases, parents are naturally reluctant to waste money on purchasing something that their child will only use for a few months, and often look for good rentals as an economic way to introduce this new skill. But, keep in mind that the more flexible your program, the more successful it will be.
Although it will be an investment, a great rental program will pay off in repeat business. Some things to consider adding to your program include:
- Rent to buy options—making it easy for students to apply some portion of the rental costs towards the purchase of the instrument is very effective.
- Short-terms—Instead of locking buyers into a 12-month contract, offer flexible options that allow them to trade instruments, upgrade, or otherwise terminate the rental after only a few months.
- School inclusive—advertise your rental program through your local area schools so that parents are aware of your service.
Do-it-Yourself Classes
Many new musicians wish that there was a hands-on way to learn how-to’s concerning their violin. YouTube videos are OK, but many people need personal instruction. By offering a free bi-weekly or monthly class on violin maintenance, string replacement, and other basics, you can establish a base of customers who attend your free class and tell others about it. It’s also a good idea to announce your classes on various social media sites or develop flyers for school hand-outs.
Social Media/Web Presence
Although technically, this isn’t an “in-store” service, building a strong web presence is another way to ensure repeat violin business. Indeed, many dealers offer a range of products through their web stores in order to supplement the products they carry in house. Offering your violinists the opportunity to find hard-to-locate items through your website will help increase the business you receive locally and abroad.
Recording Studio
With a sound booth for making original recordings, you provide a service that many musicians will love, not just violinists. As you know, auditions often require the participant to send in recordings that display their ability before scheduling an audition. By creating a recording studio in your shop, you reach players of all levels.
Some features to consider include:
- Investing in the latest sound equipment to ensure high quality recordings
- Including screens that familiarize students and players with audition parameters
- Choose rates according to the level of quality you offer as well as the local prices. Rates range from $30-$200 per session (an hour), so check around to ensure that your cost is competitive.
By including these and similar services, you can ensure repeat violin business to your brick and mortar location. Your customers will thank you with not only their loyalty, but also by spreading the word in the musical community about your excellence.
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