The Art of Cabling Audio Quality
When he begins a bonafide, structured demo, Kiepke says, he tends to open with live-artist material, telling customers just before he starts that “they will be able to hear music as if they were on the stage, as if they were the artist.” He leans toward using vocals, and one of his favorite first choices is Ray Charles -- which is “more inclusive to everybody. A 50-year-old guy might not like or even know who Three Doors Down is, but with Ray, there’s nobody who doesn’t know that name.”
Kiepke likes the fact, he says, that the Monster titles themselves are not expensive, and that some title packages even include two discs: one audiophile-quality stereo disc, and the DVD SuperDisc that carries high-definition surround and Dolby Headphone files as well as files that are downloadable to any computer or music player that supports WMA or AAC (Apple iPod) files.
Customers who are exposed to high-performance audio gear through these high-def surround demos, Kiepke adds, usually end up spending, in aggregate, more than they bargained for when they walked through the door – and, what is more, they spread that expenditure over more categories than they’d planned. “I had a customer dead set when he came in on buying huge speakers. But I put on Ray Charles’ ‘Unchain My Heart’ for him with some very good bookshelves, and he was blown away. The smaller speakers cost less than the towers, but we got him into a lot of other things, including a universal remote, so he still ended up spending that amount of money and more. And he ended up a lot happier; a lot more good came out of that sale than if he had spent a big wad of money on just the speakers he said he wanted.”