November 6, 2007
A grand piano and a fine experience
There are so few companies that manage their branding, their marketing and their sales adeptly that those that deserve recognition.
The best example I have found recently is an unusual case - Steinway, the US piano maker that still builds its finest instruments by hand in Queens, New York and sells them from its grand showroom on 57th Avenue in Manhattan.
Seeking to buy a piano, I discovered that Steinway offers not only an alluring sales experience but also a carefully stratified set of brands and an accessible way to try out a piano at home before buying it. There are a lot of consumer brands that seek to do the same thing but fail.
The first thing that Steinway offers is a choice of pianos, varying from fine and very expensive (Steinway) to mid-range (Boston brand pianos manufactured inn Japan) and comparatively cheap (Essex brand pianos manufactured in China.).
Steinway was frightened two decade ago by the rise of Japanese-manufactured pianos - particularly those made by Yamaha. It responded by coming up with the Boston line. Since then, it has branched out into the low-end Essex. The latter still cost $4,000 or more but that is easier on the wallet than a $30,000 Steinway.
Then there is the visit to the Steinway showroom in Manhattan, which allows you to try out any piano you want, from Steinways to the cheaper brands. That comes with an offer to rent one for six months before you decide whether you want to pay the full amount or not, and a promise to buy it back off you for the original price if you do not want it after a few months (or years).
Take it from me, the whole thing is an intoxicating experience, from the feeling of being in close proximity to a wonderful musical experience to the realisation that a good piano may not cost so much after all. We were also guided around by a sales assistant who could knock off a Chopin prelude to demonstrate the sound of any piano on display.
That is the kind of experience that luxury car makers try to create in their showrooms but somehow the Steinway experience feels more luxurious than being sold any vehicle.
Customer Care (Kundenbetreuung in German) has always been a cornerstone of Swiss marketing - after all Switzerland’s best customer is Germany and Germans set their expectations high.
Apprentices know that, and there are several DON’Ts which they MUST observe, one of which is NEVER to lose a customer (that is, once they are allowed to have direct contact with customers). There are also specific rules as to how to keep the customer-relationship going (for ever) and also how to deal with a dissatisfied customer.
One has to remember that the German and Swiss inland markets are small resp. very small so the growth of companies like Siemens and Nestlé was only possible by securing export markets, and these are all different as far as mentality, climate, culture, language and demand are concerned.
Posted by: FH | November 6th, 2007 at 9:49 am | Report this commentSteinway has got it right.
Unfortunately, after-service for Steinway in silicon valley does not live up to its magnificent sounds. Voicing and regulation that Steinway technician provides is appalling, causing unexpected several hundred $s out-of-pocket expenses… one wonders what the huge price tag contains. The paint chips very easily, the dealer suggested that it should be covered with whiteboard marker…very dissapointing. On top of it, imagine my severe anger when I found out the chairman and I are of the same alma mater….
Posted by: IKY | November 8th, 2007 at 3:52 am | Report this commentIf you haven’t come across it, James Stewart wrote a particularly fine article on Steinway’s top sales person (and the Steinway sales experience in general, among other things), in the Aug. 20, 2002 issue of the New Yorker, readable at:
Posted by: rn | November 21st, 2007 at 10:53 pm | Report this commenthttp://groups.google.com/group/rec.music.makers.piano/browse_thread/thread/43185c78f441a741/c71f6b348e02aedb?