How
To Get the Best Deal On Equipment
by Bobby Borg
Isn’t it time
you stopped feeling like a mouse in a snake pit every time you walk
into a music store? By following the tips listed below – advice
from producers and musicians who’ve done the buyer-seller foxtrot
many times – anybody can get a better deal on their next equipment
or instrument purchase.
Get your priorities
straight
Before you go out and purchase that instrument or piece of gear you’ve
been dreaming about, be honest with yourself. “Do I really need,
and can I afford, to buy that brand-new, high priced item?”
The realization that you do not really need that item – perhaps
something cheaper will suffice –could amount to the best deal
you’ll ever make at a retail store.
“People need to get their priorities straight,” says Nard
Berings of FreshBeat Productions in Venice California. “I know
more people who go out and buy an expensive multi-effects processor
for their guitar before they can even play a decent solo. I also know
drummers who go out and buy that double kick pedal before they can
even play with one.” Develop your basic skills first and then
decide what gear you really need to enhance your sound. You’ll
save yourself tons of money this way.
Know the product
Knowledge is power. Conducting product research before you walk into
a retail shop can yield substantial savings. Go online and read user
reviews and participate in discussion forums. Read the specs on the
particular product you’re interested in and then compare it
to similar products. You can’t rely solely on the information
the sales person at a retail shop gives you.
“Once you show a salesperson that you know what you're talking
about,” says Nard Berings, “the relationship becomes more
of a ‘peer to peer’ thing. By doing your homework and
knowing the facts, you’re likely to get a better deal.”
Price shop
Tom Chappell, veteran guitarist/vocalist of LA-based 20 Second Cycle,
maintains that price shopping online before visiting a retail shop
can yield substantial savings. “With the speed and ease of the
internet, detailed information can be obtained for nearly any product
in seconds. You can find some pretty good deals too. Many salespeople,
especially at the larger stores, may be even be willing to match the
online price just to keep your business.” So don’t be
shy-ask them.
Purchase last year's model?
Purchasing last year’s model is another way you can save money
on equipment. “It’s actually a great idea,” affirms
Tom Chappell. “Most people usually structure their sound around
something they’ve already heard anyway,” so why be concerned
with getting the latest and greatest model? Also consider that the
manufacturer’s modifications on certain products such as amplifiers
are usually minimal from one year to the next. “Since most retailers
are anxious to clear older stock to make room for the new, you can
usually get a really good deal. The best time to look for these deals
is at the end of the year or in early January when new product is
being shipped in to the stores.”
Chain store or Mom & Pop?
Retail chains can afford to sell product for much cheaper than smaller
Mom & Pop stores because they buy in substantial quantity and
usually get product cheaper that way. “This is basic academics,”
says Jim DeCicco, LA based music producer with 20 years experience
in studio design and consulting. However, the buying experience can
vary substantially.
“The larger stores often operate on the general principle of
moving as much product out of their doors as possible. Mom & Pops,
on the other hand, often offer more of a community relationship for
their clients; gig opportunities, music instruction, and onsite repair.
And because the owners themselves usually run the stores, the sales
person’s product knowledge might be more extensive, as is their
willingness to spend extra time explaining a product to you.”
That might be worth spending a little extra money on.
Specialty shop?
Stores that specialize in instruments such as a drums and percussion
can offer a number of benefits that larger chain stores cannot. “For
one,” says Mark Holling of The Drum Connection in Sherman Oaks,
CA, “specialty shops usually carry every piece of equipment
from a particular manufacturer down to the wing nuts and bolts. A
consumer is more likely to find a small part such as a tension rod
for a Black Beauty snare drum at a shop like ours. It could take weeks
to special order a part like that at a larger store. Additionally,
the true value of a piece of equipment is not how much you save, but
whether or not you get the piece of gear that’s perfect for
you. Rather than trying to sell our clients what we have in stock,
we can take the time and necessary steps to give them what they truly
need. That keeps customers coming back for years.”
Purchase floor models
Purchasing floor models is a pretty good way to save you a couple
extra bucks. Adds Tom Chappel, “It really depends on the store,
but I’ve gotten deals ranging anywhere from 10 to 25 percent
off the retail selling price. That’s pretty cool, especially
when you think you’re going to be turned away because a store
is out of the product you want. By asking to buy the floor model,
you can usually get a perfectly good piece of equipment for less.
There might be a slight defect, such as a bunch of dust or a scratch
or two, but there is usually nothing at all wrong with floor models.”
Bring a friend?
Producer Jim DeCicco suggests that if you know a few friends who are
in need of equipment at the same time as you, go down to the store
together and buy it on one ticket. The sales guy will have so much
more room to work on a package deal than on a single piece product.
It actually looks better for the sales rep to move more products at
a lower price than to blowout one piece of equipment at a similar
discount. Remember, retailers are typically in business to move as
much quantity as possible, so they’ll be willing to work with
you on the price.
Purchase new or used?
The biggest advantage of buying new equipment at retail is that you
can buy product for which you’re unfamiliar, test it, and return
it if dissatisfied. On the other hand, buying used product, say from
the back of a newspaper or magazine, is only beneficial if you know
exactly what you want – you can actually find some amazing deals.
DeCicco assures that private sellers are usually very credible people
in the industry so you need not worry about getting ripped off. Just
ask questions and follow your gut. However, if you realize you don’t
like a piece of gear you just purchased, you can usually never take
it back. What’s more, if it breaks down, it usually never comes
with a warranty. The paying options are also limited when buying direct
from private owners: it’s typically a cash transaction.
Avoid sales tax?
The truth is you can never avoid sales tax in the state in which you’re
doing business, it’s the law and required of the retailer, explains
Jim DiCicco. “The only legitimate way to avoid sales tax is
to buy product over state lines – such as when doing business
online. The downside is that what you might save in sales tax, you
could end up paying extra in shipping costs. There’s also the
added inconvenience of dealing with repair or other customer service
issues due to the distance between you and the seller. Bottom line;
there are always pros and cons when doing business. It’s important
to consider all of the factors involved.”
Think twice about financing
Financing a piece of musical equipment may appear to make the buying
experience more convenient, but it definitely does not make it any
less expensive. If you qualify, you might be able to take home a piece
of equipment for a small down payment and then make easy monthly payments.
However, you’ll end up making an additional interest payment
on top of that fee, much like a car loan. So at the end of the day,
you end up paying far more money they you would have if you had paid
in full. Yes, this is common knowledge, but definitely worth the reminder.
Ask for the boss
You can usually get great deals and service when dealing with the
boss or owner of a store. Mark Hollan specifies, “And you’re
also more likely to deal with the boss or decision-maker of a store
at the smaller specialty shops than you are at the corporate level.”
Larger stores can ultimately offer the lowest prices since they deal
in buying in large quantity, but that doesn’t mean they’re
giving you the best price or the best service – especially if
you appear naïve or unknowing of a particular product. Says Hollan,
“Smaller stores like ours are not as hard-up to pay our rent
as people might think – we can offer great prices on equipment.”
Develop a relationship
It’s a really good idea to develop a strong relationship with
the sales person at the store you wish to do business. DiCicco says,
“As in any other relationship in life, people are more apt to
help you and give you exactly what you need if they like you. Don’t
walk into a store like a know-it-all or someone who is ready to beat
down a sales person for the lowest price. Sales people have to make
a living and pay their rent, too. Let them know that you’re
interested in forming a long-term relationship with them and that
you look to them as something of an equipment advisor. Ensure them
that you’ll send referrals.” This minor attitude adjustment
can take you a long way. You could also ask around and find out if
anyone you know is a friend with a sales person. If so, they may be
able to cut you a break on prices. They can at least tip you off about
specials and upcoming sales events.
Be Patient
Will Ray, a 20-year veteran of the LA music scene with the band The
Hellecasters, say that it pays to be patient when shopping for new
gear. Ray elaborates, “The people who end up with the worst
deals are always those that jump at the first offer. If you don’t
get the price or service that you are looking for, be prepared to
put in the necessary time to look elsewhere. It really depends on
how fast you need a piece of equipment. If you can wait and have time
to shop, you can usually get a better a deal.”
Bobby Borg is the author of “The Musician’s Handbook:
A Practical Guide To Understanding The Music Business,” now
available by Billboard Books on-line at Amazon.com, or in a store
near you. For more information go to www.bobbyborg.com or email bborg@bobbyborg.com.
