It's the grand opening of a new location for a national chain music store. Give it some type of cool, seemingly edgy name like "Axes of Evil" or "Drum Addicts Anonymous." Anyway, the store purports to have a special on guitars, which earns the enthusiastic attention of young Johnny Six String. Johnny, thinking he'll get a good deal, hurries over to the store and heads straight for the guitar section, where he spots a Fender Telecaster that tickles his finger-tapping fancy. After noticing a small dent in the guitar, Johnny finds a sales rep -- a scrawny, nervous-looking guy with a goatee -- and asks him about a discount. But before Johnny can say the word bamboozle
, the sly salesman launches into a frenzy, telling Johnny that if he buys a Fender guitar, then he needs a Fender amp
, a Fender cord
, Fender strings
, etc. Within minutes, Johnny's been duped out of a cool thousand bucks. This scenario happens all the time. And it could have been prevented, had Mr. Six String tried Marathon Music instead. There, he would have found that Fender Stratocasters -- typically ranging in price from $149 to $1,200 -- can be purchased separately from their accessories. What a concept! Also, Johnny could price gear for his bandmates, like keyboards (from $99 Casios to $3,500 Suzuki electric pianos), bass guitars (Ibanezes from $169 to $900), and drums (full Tama kits for $1,499), as well as other instruments and accessories essential to the working musician. There's no reason those who sell
instruments can't follow the same rule as those who play
instruments, which is: "Less talk, more rock."