Contacts: Martino Corto, Store Manager at Adorama, Inc. (New York, NY)
You might wait 30 minutes or so for a table at a favorite restaurant, but would you stand and wait for camera advice? At Adorama, a Manhattan camera store that’s developed an uber-loyal following over its three decades in business, customers daily line up after taking a number, waiting for a gentle computer voice (“Now serving 113 at Station 2...”) to guide them to one-on-one help. Store manager Martino Corto says New Yorkers exhibit such uncharacteristic patience because each Adorama salesperson has real-life experience in imaging.
“Our sales staff are photographers and they speak to customers like photographers,” says Corto. “They sell based on a shared passion.”
Corto has spent his ten years at Adorama coming up with countless ways to keep that passion ignited. One strategy, “don’t sell ‘em anything they don’t need,” may seem counter-intuitive at first, but Corto says if you guide new photographers with step-by-step instruction and just-right equipment, they’ll be so encouraged by the success of their images, they’ll come back for more.