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Hagtech,

No one would argue that you are correct, but only from a perspective of a person who sells audio. However let for a second pretend that a product of audio is not a psychological help to the people who need it and not the amount of UPS shipments that a manufacture made but rather just Better Sound. In all your SALES-101 I did not see any allocated space to facilitating this Better Sound. I think that despite everything Better Sound still is the major motivation force that sells (in case a buyer was not an idiot - hardly ever happen in audio, from my point of view)

Yes, it is possible to sell by constant instigating market: nothing wrong with you guys should pay mortgages… But still what I have seen that by doing “distinctively superior performing audio elements” or delivering Superior Sound the manufactures also can become sale-successful. In begin of 90s Bidat DAC was not only introduced bypassing all typical marketing structures but it was hardly ever sold even by dealers. However, the performance that it yielded was so high that even today people pay triple or quadruple prices for those units. In mid of 90s Expressive Technologies made their transformers and they distributed them “differently” – no accommodations, no discounts, no shows, no advertising, no SALES-101… So what? Try to find their transformers today… Interesting that you would not find it not because the companies are gone, but because the Quality of Sound from their products was so high that their products were hunted, hunted then and now.  Also, interesting the neither Musatex nor Expressive “went to dark” not because their luck of sale but because different, sales not related reasons.  Talking about the alive people. The posted above distributor Jim Smith who took German Avantgarde in the end the 90s went to CES sometimes around 2000 and demonstrated radically different sound from anything on the show. I am sure that he capitalized on THAT sound and sold zillions of those speakers. I was one of those people who bought there, trying to haggle down Jim for better “show deal”. However, what is important to note, was that behind of the Avantgarde’s “Better Sound” there were not necessary better products and THAT brings a very worth attention view. Avantgardes were not better speakers, were not driven by better electronics, were not set in a better room or anything like this. However, the setup organization and the way in witch it was presented did deliver “Better Sound” and it is THE product of sale in audio (or at least it should be).

We all know how “better sound” is a result of punctilious and conscientious efforts were numerous mistakes are made and time is necessary to learn and intrepid the results. So, you Jim for instance went to the show to sell your phonocorrector. What framework for success (remind you the definition of success: accomplishing “Better Sound”) you have beside the SALES-101? You were dumped into a bogus random room, paired with bogus random loudspeakers, bogus random electronics and so on… Is it really possible in those conditions your products to be exposed to their best operation mode (when they are weakest element of the chain) … if the only motivation why you picked the associated elements was the fact that other vendors agreed to share the room’s cost.

In think in order to understand my view on the subject it would be necessary to remove any financial motivations form the subject. What would be left is juts a pure pursuit of Better Sound and evolved music reproduction techniques. Since all monetary components are fallen out, along with all of those SALES-101 and “business oriented approach” then what would be left?

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