Flip the script: What turns you off (in general) about dealers carrying Sonor Drums?

[Jules]

I recently did a video recently about a former dealer in my area. It was over 30 years ago, that they were a dealer, but I think many of the same "fails" apply with many companies today.

What are things that some dealers should improve on or do different? Is there something that is a complete turn-off with certain Sonor dealers?

Do you feel like dealers are given the knowledge and training to properly merchandise and promote Sonor gear. (That's probably a NO, in my opinion).

[Scott_M]

#1 - not caring enough to even be familiar with Sonor's current offerings.
#2 - complaining about Sonor being "overbuilt", or other constant complaints about poor finish quality, bad bearing edges, cheap shells, "made in China", etc.
#3 - complaining about "how difficult" it is to order anything that isn't already in the warehouse and how long it takes to get anything from Germany...

[Jules]

Number one is a biggie, in my opinion. What is the distributor doing to ensure that the dealers are up to speed on how to sell Sonor? Do they just assume that people taking on the brand are poised to be successful? Is it a bad idea that a buy-in can be split between two competing brands?

At some point, I am going to publish a video about my observations. I am biding my time, and hoping for a chance to have a positive influence rather than doing something that could be taken as calling someone out.

[Scott_M]

Number one is a biggie, in my opinion....

Those 3 are the reasons behind why I came to you for my Designer kit (20 years ago). That shop is no longer in business, and the other one that's a Sonor dealer doesn't seem to be all that enthused about the brand either - most of their staff have no idea what the differences are between the current lines...

[Jules]

Number one is a biggie, in my opinion....

Those 3 are the reasons behind why I came to you for my Designer kit (20 years ago). That shop is no longer in business, and the other one that's a Sonor dealer doesn't seem to be all that enthused about the brand either - most of their staff have no idea what the differences are between the current lines...

My short-lived dealership was born specifically from an affinity with Sonor. I wasn't a dealer who figured I would add the Sonor brand to the lineup to cast a wider net. For me, it was all I cared about. When you believe in something wholeheartedly, it's easy to get people to see things your way.

A few months ago, I said in the Todd Sucherman interview something akin to the fact that you have to have a passion for the Sonor brand to sell it. He countered with the suggestion that having quality drums with proper heads tuned correctly was all it takes. Many dealerships are absent ANY of that! But, I still hold fast to my position on it, having been someone who was able to bring people to the Sonor family. Selling to Sonor enthusiasts is one thing. Leading people to the brand is where the real importance is if you want to make a living with Sonor. You can sell drumzsets here and there if thy look and sound good, for sure. But to really SELL the BRAND requires a deep rooted understand of the brand, product and customer base.

The fly in the ointment at this point is that in the U.S., the distributor has a brand portfolio of dozens of brands and Sonor isn't even the only full line drum brand. To aggravate it even worse; the same people are in charge of similar tasks with both Mapex and Sonor. Even Hohner/HSS didn't try to run both Slingerland and Sonor with the same team.

I could go deeper into this, but I digress for now for several reasons.