MSR: What have you done in order to improve the sell-through of drums and percussion products?

GN: We have created areas within the department that are very hands on - not that we let people just come in and jam without knowing what they are playing on, but we will educate them as to what new products and ideas can be adapted into their own personal setups. If it is a new kit they are looking into, we show them all the best options for their particular situation, and if it is accessories, we have everything already set up in enticing displays that gives the customer ideas of what is possible to do with their existing setups, whether it be with cymbals, percussion, etc.

MSR: How have you made buying more enticing?

GN: By offering the best service and selection, by having the items in stock that people want to buy, especially if it is an impulse buy (nobody wants to have to order something if they don't have to, they want it NOW), and also having extremely knowledgable salespeople that can answer questions competently. Also by just creating a "vibe" within the dept. that this is "the pro drum shop" in our area and it is cool to come hang out here. We make it very comfortable to come in and know most of our clients on a first name basis, know what bands they are in, etc. They are not pressured to buy something everytime they walk in but they do know that we are here to help when they do need something.

MSR: How do you set up your drum area? What displays do you use? Where do you keep the drumsticks - front or back area?

GN: Our displays are exciting! We are limited on space so we will constantly rotate what kits are set up. In percussion, we have islands of drums, but most accessories are on slatwall, all within reach for anyone to try. As for displays, we use rolling risers to move kits around easily. We currently use cymbal trees but will be moving to all slatwall very soon. We are about to have a huge expansion within our drum dept and will be utilizing alot more risers, manufacturers freestanding displays, etc. We will be going from about 1,000 sq. ft. to 5,000 sq. ft. so this will open us up to alot more creative ideas on displays! As for drumsticks, we keep them behind the counter in custom racks that we had built for us. They are easily accessible for the customer, but we also can keep a handle on who is just grabbing a pair to go try some gear, in turn marking up the sticks and making it harder to sell them after the fact.

MSR: Do you split up subsections for different drums and cymbals?

GN: For our cymbals, we actually have an operating "cymbal vault," complete with the 2,000 lb. vault door, combination lock, etc! This attracts alot of people as they can go into the "vault" and handpick their cymbals. We carry 6 brands and over 1,000 cymbals at any given time so the selection is awesome! I have had customers drive from other states just to come here for the selection! The only subsections in the vault are by brand. As for drums, it is broken up into 4 main areas: Acoustic Drumsets, Snare Drums, Electronic Drums, and Hand Percussion.

MSR: Do you sell electronic drums? Are you selling more of these as technology improves?

GN: We have always been big on electronic drums. We carry every major brand and the key to selling these is knowing the product. Our sales staff is constantly trained on the electronic kits and their features as there is alot more to know on these than a traditional acoustic kit. We have found that on this type of product, customers would rather buy from someone that knows the product and can answer their questions after the fact than just buying a box and taking it home to figure out on their own. All of my drum staff own some form of electronic kits or pads themselves and people are comfortable when they hear this as alot of customers are unsure if buying electronic is a good thing to do. In L.A., alot of people don't have a choice as most people live in apartments or condos that are within a foot or two of their neighbors and they cannot play an acoustic kit due to the volume.

MSR: With regard to selling drums, when someone is close to buying, how do your guys close the sale? What enticements does your store use to make a sale? Do you offer any package deals put together yourselves? Are you selling a lot of drums, or less than usual?

GN: We do weekly sales training on all aspects of the sale: greeting, probing, closing, etc. We always have at least 2 salespeople involved with the customer before he leaves to make sure every opportunity was presented to close a deal. We will also follow this up with a phone call a day or two later. We occasionally will have an incentive to throw in depending on what type of promotion we are currently running. We do put packages together all the time that we create within the store, alot of drum/cymbal/cases/hardware type specials where the customer walks out with everything they could possibly need to get home, set up, and play, or we also do alot of percussion packages that we design. I personally have designed many percussion rigs for touring bands that involves everything from the drums to all the little bells, shakers, blocks, etc. We are selling alot of drums! Every year I think "there are enough drumsets out there in the world, it is going to slow down sometime soon," but it never happens! We seem to get busier and busier.

MSR: How do you see drum departments shaping up in the future?

GN: I believe we are lucky to be in an industry that when major events happen around the world and the economy generally slows down, people always turn to music as a release. It is a way to escape the craziness of the world and create and express your feelings and emotions through playing an instrument. All levels of players come in during these times, from the first timer to the pro, and they all want a new "toy" to play with.

Drum departments must be professional and exciting and carry the right product. I am constantly going into drum shops around the country and other than a few exceptions, I do not see any excitement. They have older products, or dead merchandise that you can tell has been there for months or years. You have to have the right staff, the right gear, and you have to be constantly monitoring your inventory and merchandising and keeping up with the current "hot" products. First impressions are everything and the best feeling I get is when we have a customer come in for the first time and they are "wowed" by the store's appearance, vibe, gear and staff.