Yes, these points are all valid. For me, it's always a little problem from any side you can think of. Kind of a catch 66.
First and foremost, I am NOT willing to compromise my approach to customer service one iota. Year after year I worked my ass off to be available to everybody nearly 24/7. There are good companies out there, but I don't know of anybody who is going to the same length to be accessible and to make people happy. Yes, of course this also serves a self-interest since the word of mouth to me is it. The overriding factor, since I really don't want to be too high on marketing. More to the substance oriented. Really simple, I stepped back from all the bull, and problems, etc., and wondered how I, Klaus, as a customer, would be happiest and the most impressed. Obviously, products first, but then right after that it is me, and I have not changed in years. People always ask me why I don't have more advertising, or more reviews coming out. You have to understand that we are a true small family business, doing everything in the shop by hand. Margins suck, hours are long, and I love every moment of it. We can do a max of about 50 pieces a month, and from the 2nd month of production, we have been in a back order position. As a matter of fact, since 2001 we have not dipped below 3-4 weeks of back orders. That is only due to the performance of the Symphonic Line designs, and our word of mouth strength, and customer happiness. You can look at numbers any way you want, but to me, there is one big one:
About 6-10 % of our products have been sold by the first owners, and yet, over 20 % of you guys are repeat customers in one way or the other. Over 20 % !!!!!!
As for marketing, look at the reviews. We have an average of 1 review per year +-. I said no to reviewers so many times, including big rigs like Stereophile, it's not even funny anymore. Truth is, we can't handle double the business, and I am not willing to change and grow the company. Overhead, control , service, but especially because I am very happy with my life. I love what I am doing, or otherwise I would be back in academics. There are companies, even in this forum, who get close to 1 review a month, and they have their gear made cheaply in China. If they can profit from all of this, good for them. I am not interested in such models, too much pride.
Just look at Audiocircle. I have been one of the first 20 guys, here from day one, and am barely over 400 posts. I don't like to interfere in peoples opinions. I like to have an open, honest, and liberal exchange before any and all pushes, hypes, or sales pitches. Same thing with the phone. Yes, of course I am enthusiastic,. but essentially, I am only giving facts and the ridiculously long heritage of our components. I like to be thorough in these phone calls, and yes, I am always willing to share my experiences and expertises, no matter what. This is a hobby of love for most of us, dammit.
With the web site, I am torn into different directions. The reason why I so sparingly updates the site is because I simply always had so much business and so little time. However, now, especially with the Candela and the new speakers and future projects it's time to change. The site will not be hyping, but more to the point will be extremely, absurdly informative. Old fashioned even, but it will have a lot of stingers as well. In 20 years in this business I have seen a lot of shit, and it's time that somebody tells it as it is, even though there has to be some "political correctness". It's not that easy to put the new site on paper, that I can tell you. BUT, like I said, the site will be different. And yes, I agree with the fact that the web site is ultimately our business card, and it is time to do something for many reasons.
As for hype, if I feel that there is something that is very special, ///see the other post re. the wood/// I will open my mouth, and use a forum like this. However, then it is also time to walk the walk as well.
Yes guys, I'm working on it, and there is also another issue, that of people getting jaded. If somebody hears over and over again as to how good the Stratos' are (for example), then after a while they might not even pay attention anymore, and are missing out on something that might indeed be awesome in their system. That's the nature of this freakingly insecure, obscure, and irrational hobby that we all love so much. In this case, it would be better to have all the information as well as possible in the open, be more business oriented, and to make and sell them 24/7, but that is not me. At least not yet, and hopefully, never.
Late,
Klaus
