Building Relationships Over Dinner and a Seminar

nspired by Yamaha's church outreach promotion kit, Don Myers of Stu's Music Shop in Westminster, MD added a catered dinner to key preparations and plans. Two events featuring Yamaha specialist Brent Mills were held last February — a session for 65 church representatives and another for more than 100 Clavinova digital piano owners — producing impressive sales and leads while educating consumers and nurturing relationships.

"Compared to our time with the phone book and typing mailing labels, spending $100 to purchase 663 mailing labels sorted by specified zip codes was well worth it," says Myers of the mailing, which included an invitation for up to two people to attend dinner and Mills' presentation. "We also invited churches that owned Clavinovas to give them more insight into operating one." Myers sold one Clavinova CVP201 and three Clavinova CVP207 digital pianos, and continues to follow generated leads.

A "Buy-A-Key" display, a well-positioned large-screen TV, and the CVP900 digital piano playing church music at the hall entrance "created a lot of interest," says Myers, "and the light buffet dinner was definitely a great idea." As was theater seating - separated from the dining area - during Mills' presentation and holding the seminar on a Monday night. "It's important to be sensitive to church holidays when musicians get busy with programs," Myers adds. "We had dinner at 6:00, the program at 7:00, and it was over by 9:00." Each participant received a packet containing Yamaha specialist Phillip Keveren's On Eagle's Wings (CD/MIDI Master Disk), a notepad, pen, brochure and a free trial offer for a Clavinova placement at their church.

Using a CVP209, Mills' presentation included hymn singing and simulated 'choir practice' to illustrate the Clavinova's suitability for worship and other church needs. "Audience members performed, recorded and used various functions," says Mills. "Many had never seen a Clavinova; others learned how to improve their musical offerings. This was a 'destination,' an evening people could go to and not feel pressured," Mills concludes.

The concert and training session for Clavinova CVP and CLP owners was similarly successful. "This was our second owners' appreciation event," says Myers. "It's good business to give something back, to build a relationship that goes beyond money transacting," Three trade-ups (CVP205, CVP207, CVP900) were a direct result.

Mills also offered an in-store afternoon training for Myers' entire staff, even non-sales employees. "You never know where the first inquiries will come from," Myers says.