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HOW THE INTERNET HAS CHANGED THE WAY GUITAR BUSINESS IS DONE....

Well, depending if you are a regular consumer or you are a self employed business owner,  the subject of the Internet will elicit as many jeers as well as cheers.  For the consumer, a whole new world of "virtual" retail stores are available online to serve your every need, right from the convenience of your own home.  For the business owner, it is a competitor who can sell the same products as you at a cheaper price because he has virtually no overhead costs like a traditional "brick and mortar" store does.  Let's take a look at these two view points when trying to buy or sell something online.  While our focus will be on musical instruments, you can pretty much apply these scenarios to any other merchandise or service you can find on the World Wide Web.

First, there is the consumer.  The consumer online has virtually the whole world at their disposal on the Internet.  Not only do you have a greater number of instruments available for sale with both businesses and private individuals, but the amount of research information on subjects like custom finish colors, methods of dating particular instruments, or how to rewind pickups are there for the asking.  The Internet also gives you the ability to communicate with other kindred spirits through chat rooms and user groups.  You think you're the only one who loves Burns of London electric guitars with their "Split-Sound" pickups and their "Wild Dog" sound?  Believe me, there's a whole bunch of you out there...you just haven't met them online yet!

Second, there is the online business.  A business online also has the advantage of reaching a huge viewing audience and an expanded customer base through the Web.  Imagine running a classified ad in a local newspaper to sell your guitar.  Now, imagine that everyone in different parts of the world are also picking up this same newspaper, and reading the same classified ad with your guitar for sale.   Suddenly, you are getting calls from not only your neighborhood, but from other "neighborhoods" like Germany and Japan.  If done correctly, the Web can be an extremely cost effective way to reach a world wide audience of consumers to sell a unique product.

One important aspect that the World Wide Web has done is to blur the difference of buying from a traditional retailer or a private individual.  Literally, anybody with an e-mail address can become a "virtual" guitar shop overnight.  However, I find that the private individual usually lacks skills in the "art" of retail sales and most importantly, customer service.  I have found some of the best salesman have two important attributes.  The first is a firm understanding of the product he or she is selling.  Some "vintage" instruments I have seen sold on E-bay are incredibly misrepresented because the seller did not do his homework in researching his instrument.  Aside from being embarrassed when he is caught with inaccurate information, it undermines his credibility when doing other sales transactions with future customers.  The second attribute is great communication skills.  It's one thing to be able to sell an instrument to a customer "face to face", it's another to sell an instrument when they cannot even see your face!  Superb writing skills (and those high school typing lessons) are a big plus here.

What kind of pricing do you see online?  When it comes to new, used or vintage instruments, the number one priority with online shoppers is price.   The only overriding factor in trying to find the lowest sales tag is availability.  Witness how long it took for you to get your Sony Playstation 2...and if you couldn't wait, you paid an inflated price.  Economics 101...supply and demand.  The availability of good vintage pieces in excellent condition are next to impossible to locate.  In today's market, if you have a really clean, original piece and you're not in a hurry to sell it, you can pretty much name your price.  If you find a dealer that puts up a guitar at what you consider an "insane" amount of money, I'm here to tell you that time is on the dealer's side.  If it isn't worth it to you now, it will be worth it to you in the very near future.  

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