I recently talked to Roy Feldstein about VANA, the brand E.A.T., the resurgence of turntables, VANA dealer support and more. Part 1 here.
Maureen Jenson: What particular challenges should dealers address when discussing a turntable with their clients?
Roy Feldstein: After years of using digital sources, we can’t assume that the customers are knowledgeable about turntables. Younger consumers may have no experience with LPs besides seeing them in their parents’ basement. The features and benefits of the various turntable and cartridge types need to be clearly explained. Equally as important, proper placement and maintenance requirements should be discussed. Turntables sell best in a hands-on demo. Sales people demonstrating proficiency with the product makes the client more comfortable and open to purchase. Success always comes from having personable staff with product knowledge and technical skills. Analog sales are no different.
MJ: How does VANA support its dealers?
RF: Training – Via onsite and/or video conference enable the VANA team to provide training geared to the product knowledge level of your staff.
Tech Support – We have a tech support number that is operational six days a week. If you have a problem or question about one of our products, call us. If a person doesn’t pick up immediately, please leave a message. Our phone system will find an available staff member to call you back promptly.
Warranty Service – We keep a large inventory of parts in our Lake Grove, NY warehouse. For more serious service issues, products are serviced by VANA, not third parties. Dealers don’t need to expend resources finding a solution.
Sales Support – VANA also drives business to dealers through an extensive advertising, PR and product review program. In store events are more important than ever. We’re happy to participate with our dealers.
MJ: E.A.T. is an HTSA member, how has that had a positive influence on the brand?
RF: HTSA enables us to communicate with some of the best and brightest audio retailers in the U.S. Many of these dealers are exactly the right profile to sell a premium turntable line such as E.A.T. and we appreciate an opportunity to work with them as an HTSA vendor.
MJ: Anything else you would like our readers to know about the Prelude turntable, why it is important or how to sell it?
RF: At $1,195 MSRP, the Prelude is an affordable audiophile product. Like the BMW 3 Series, this product makes ownership of the “real thing” possible for a larger pool of consumers. The turntable is built using the same principles and manufacturing processes as the rest of the E.A.T. line, but designed to hit a price point that bridges the gap between the consumer and high-end audiophile categories without compromising quality. This turntable can act as both a step-up model in large retailers or the entry level model in boutique shops. Just like E.A.T.’s entry-level phonostage, the E-Glo Petit, it is a versatile product with a wide potential audience and we are excited to be able to bring it to enthusiasts across the USA.