Many of you know that for the last three years I have been a Sales Engineer at Sweetwater Sound. However, last Thursday was my final day at Sweetwater. (My wife and I have moved back down to Tennessee. I left the company on great terms. I’m actually pursuing a cool new opportunity…more on that to come in future posts.)
It has been a great three years. Sweetwater is a stellar company, and I feel that it is only appropriate that I post my thoughts on Sweetwater right here on Home Studio Corner.
My opinion of Sweetwater is obviously a biased one. However, being on the inside for three years has given me a very good look at the makeup of this company. If I didn’t like the company, I certainly wouldn’t post a review of it.
What makes Sweetwater different?
Anybody can sell music equipment, right? What makes Sweetwater any different from Musicians’ Friend or Zzounds? Aren’t they all just big box stores?
The folks at Sweetwater talk a lot about the “Sweetwater Difference.” Now it’s a bit of a cheesy phrase, but it makes a point — Sweetwater is different.
Don’t take my word for it. If you’ve never talked to a guy at Sweetwater, call ‘em up and ask to speak to any sales engineer, then ask him why you should buy from Sweetwater. (The number is 1-800-222-4700. It is permanently ingrained in my brain.)
So, what’s different?
Every company on the planet will tell you that they are extremely “customer-focused.” Very few do more than just say that. Sweetwater has put some amazing systems in place, all with the goal of taking care of customers.
Personal Sales Engineer
This is probably the biggest difference. Have you ever bought a car from a salesman, and you kinda wished you bought more cars, because he was so pleasant to work with? Do you ever go to a restaurant and request a specific waiter, because he has taken such good care of you in the past?
That’s kinda what it’s like to shop at Sweetwater. If you place an order online, you’ll get a call from an actual person. Not only that, you’ll work one-on-one with that person, making all of your future orders with the same person.
Your sales engineer isn’t some random dude working in a call center. All Sweetwater Sales Engineers go through three months of intense training before they can even start selling gear. It feels kinda like an accelerated masters program in audio.
Most people don’t really get why this is so cool, until something happens. FedEx damages your package. Your microphone dies, and you need one for a session tomorrow. In situations like these, you tend to freak out a little bit, because you just know it’s going to take hours and hours of your time to get these things handled, because the big corporate online retailer isn’t going to be much help.
This was probably one of my most favorite parts about working at Sweetwater. When something bad or unusual happened, I just took care of it for the customer. The customer made one phone call, told me what had happened, and I handled it from there. Sweetwater has these amazing systems in place that allow them to handle just about anything.
On top of having someone there day in and day out to handle any problems you may have with your order, it’s really nice to buy from the same guy every time. I had lots of customers who put together their entire studio one order at a time, and I was able to help them pick out all the right pieces.
On top of that, I was familiar with their setup and their goals. I would regularly talk customers out of buying something they didn’t really need, or would show them a less expensive option. I was interested in helping them put together a complete system, not just making a quick sale.
Tech Support
Okay. You hear the words “tech support,” and you immediately assume that you’re going to be talking to someone in India who barely speaks English, right?
Well, that’s not the case with Sweetwater. They have a dedicated tech support staff on site. These guys are phenomenal. They handle any and all technical issues you may have with your order.
Why is this important? I can think of no other dealer that offers free tech support. Normally that’s the job of the manufacturer. Sweetwater, however, takes it upon themselves to handle every aspect of the customer’s buying experience. That means spending a ton of money to hire in a group of really sharp guys to deal with tech support issues.
Sure, manufacturers offer tech support, but sometimes you’ll call Company A and tell them that you can’t get their software to work with Company B’s audio interface. They’ll tell you it’s Company B’s fault and to call them. You call Company B, and they say it’s Company A’s fault.
Not to dog on manufactures’ tech support (some of them are REALLY good), but the folks at Sweetwater don’t have to defend their specific products. They support the entire system. Having issues getting your M-Audio interface and Novation controller working with Logic on a Mac? If you buy it all from Sweetwater, you just make one phone call to their tech support guys, and you’ll be up and running in no time.
Shipping
Free shipping is pretty much the norm for most online dealers. Sweetwater goes a step further. Most places make you order a certain dollar-amount before you qualify for free shipping. Sweetwater will sell you a single set of strings and ship them for free.
It’s a small thing, but it’s pretty cool!
Website
I’m sure you’ve seen Sweetwater’s website, but have you really checked out all they have on there? If you get nothing else from this article, at least do yourself a favor and check out Sweetwater.com.
Sure, there’s a lot of information on buying equipment, but they have pages upon pages of really good, free content — like their PC Optimization Guide or the Pro Tools Resource Center. They even have a comprehensive audio glossary!
You can never spend a penny at Sweetwater and still get a TON of value out of their website. (I don’t know about you, but if a company invests this much in providing me with free content, I’m much more likely to buy from them out of gratitude.)
Cons
A good review needs to be balanced, so I’ve prepared a few cons for Sweetwater to go along with the overwhelming number of pros.
- They’re not local. If you need something today, and you don’t live near Fort Wayne, Indiana, Sweetwater won’t be able to help you. If you need it tomorrow, they’ll be able to take care of you. However, they are limited by the fact that they need to ship the items to you.
- If you don’t like interacting with people, you may not like working with Sweetwater. Everything at Sweetwater is centered around having a relationship with customers. That means you’ll get a courtesy phone call with your order. It also means your sales engineer will call you a few weeks later to make sure you’re happy with everything. To me, that’s really cool. Some people don’t think so.
- If you don’t value service, advice, and support, you may not like working with Sweetwater. While their prices are very similar to everyone else in the industry, you can always find a stupid deal somewhere else. I guarantee you that a Guitar Center employee will match or beat any price you get from Sweetwater. That’s because all they can offer is price. You won’t get the same level of advice, service, free tech support, or professionalism from any other retailer. They’ll slash their prices because they have nothing else to offer you. If that’s appealing to you, great! If you’d rather buy from a company who cares about you and will take amazingly good care of you, buy from Sweetwater. You may pay a few extra bucks here and there, but I will gladly pay more for good service. After all, every time you spend money with a company, you’re casting a vote for that company. You’re saying that you approve of the way they do business. If a company has shown me respect, courtesy, and great service, I’ll buy from them even if they are a bit more expensive. It’s my way of showing support for their efforts.
In Closing
I could go on and on about plenty of other cool things at Sweetwater, but I’ll just mention them in a few bullet points:
- LEED Certified – Did you know that the new Sweetwater campus is completely green?
- Privately-Owned – Sweetwater is owned by president and founder Chuck Surack. There’s one location in Fort Wayne, Indiana. They’re not some huge corporation with hundreds of locations. They rock the music industry…all from one warehouse.
- Award-Winning – Sweetwater wins all sorts of awards not only for sales, service, and support, but also for its involvement within the community of Fort Wayne. Chuck is a very generous man, and the Fort Wayne Community has benefited greatly from him and Sweetwater
I’m obviously quite fond of Sweetwater. And no, they haven’t paid me to post this review. I simply think it is fitting that I spread the word as I move on to something else.
If you’ve never given them a shot in the past, call them up next time you need something. I promise you’ll be impressed.
Thanks Chuck and the rest of the folks at Sweetwater for three great years.
I have purchased from Sweetwater and I thought it kind of cool, at first, having a dedicated “sales engineer.” Then, when I discovered that they weren’t willing to move at all on the retail price, I decided to take my business elsewhere. Why do I need someone to tell me how happy I will be with the gear I purchased? I have already done a massive amount of research before I ever make a purchase. In ten years I have used support after the sale one time. Not a big draw for me. I really don’t think there is that much of a difference between having someone that can’t really do anything to get you a better deal and just purchasing anonymously. Advice and professionalism are totally overrated here. I don’t need anyone to stroke my ego. I just need a good deal. Look at it from the consumers viewpoint, if I buy something from Sweetwater and then I see it elsewhere for a hundred bucks less, I think the product isn’t really worth what I paid for it. I got ripped off. Regardless of how professional they were when they did it, they still ripped me off.
Thanks for the comment, Charles. Sweetwater isn’t for everyone. For some people, the extra “added value” stuff isn’t worth it. For others, it’s immensely valuable and worth paying more money to have.
That’s the beauty of decision, right? You can chose who you want to do business with.
I didn’t even comment on the car salesman bit. Really? Is buying from Sweetwater like some kind of prestigious badge? Kind of like buying a BMW? People want to spend another thirty, forty or fity grand just because they loved the car salesman? Are you kidding? I just don’t understand why people want to pay more for this pretense of care. What is that? I’m paying extra for a kiss and an “I love you?” How are you going to have a real human relationship with a salesman? It’s not real. How are you going to buy a relationship? C’mon. “Can’t buy me love”, right? I’m a realist and I’m a musician. I’m not a rich man. Most musicians aren’t. When is it enough? How is this not more American Excess? “I loved the salesman so much that I sold my house and bought sixteen Les Paul Customs.” How is that keeping it real?
Like I said, Charles, Sweetwater isn’t for everyone. I had a lot of great relationships with my customers. They liked the idea of a one-stop shop to buy stuff, ask questions, get tech support, get advice, etc. They liked the fact that I’d call them when their order was backordered, or that I’d overnight a replacement to them if something got damaged in shipping.
You can’t assume everyone feels the same way you do. If everyone felt the way you did about Sweetwater (which is totally legit), they wouldn’t be in business 30 years later, y’know?
Of course nobody needs tech support for a guitar purchase. But the guy who spent $60,000 with me for his home studio? Yeah, he liked the idea of having someone ELSE design the system for him and make sure everything would work nicely together. It’s just a different buying experience, and it’s certainly not for everyone.
Absolutely agree. If I was spending sixty grand, I imagine I would have gotten the kind of service and support you are talking about. But I’m just the little fish. My tiny numbers on the sales ticket are way too small to warrant any real consideration.
BTW – I have read what others say and am well aware I am of a minority opinion here. However, I am aware that I am in the world. I do actually examine my life and what is going on around me. I have actually given this “Sweetwater Experience” deep consideration. In the end, I’m just not drinking the Kool-Ade.
Great people,, love this place and can’t wait to get my creation station450
Joe,
After hearing you say that you had worked at Sweetwater in one of your podcasts, I decided to call them and ask for advice on DAW Software.
I made my first call today (before I read this post) and can say my experience was exactly as you described above. The Sales Engineer was extremely knowledgable and pointed me to a trial version of the DAW. I will definitely be ordering the majority of my audio equipment through Sweetwater.
Thanks for leaving a comment, John! I really respect everything they do over there. Solid company built around helping people.
Good info on Sweetwater, I’ve been dealing with Jeffrey Green since the 1990′s and I have nothing but good things to say about them. They have outfitted our entire studio and it is extensive. They are the BEST!
Hey joe, just wanted you to know that I agree whole heartedly with your assesment of Sweetwater. My sales engeneer (Jeffry Green) has been the best. Every thing in my studio is from there. I was in the Air Force for five years and have been around the world an never found anyone more responsive to request than Jeff is. I think I even called once from Saudi Arabia when i was on TDY, I know i e-mailed him from Italy once. That is the great thing about Sweetwater, you ALWAYS get a Fast response. And when you call them, the sales engineer is going to know what they are talking about. The training they get is world class. They are straight up Pros! Just bought the Izotope software(alloy and ozone4) from them. I emailed Jeff a question with what i was looking for and why, and he knew just what was right for me and my talent level, because we have developed a professional relationship. I don’t hang out with my sales engineer but when it comes to my studio needs the guy knows me. try that with Guitar Center. I live north of Fort Wayne and have been to the new location many times. That place is Amazing. It’s cool you mentioned LEED. I’m a builder by trade and will be graduating with a degree in Building Construction Management this fall. If i died and went to heaven I would wake up in the lobby of Sweewater! great place with even better People!
Who does Sweetwater pay off to get all these great reviews? My experience has been the polar opposite. They talk you into buying something expensive, saying that it is fully guaranteed and they’ll make it work, etc. Then it turns out to be some cheap China crap that sat in a warehouse for years, with a manual in Chinese, and software that is cobbled together and will not install. I went around in the trying-to-get-a-hold-of-the-right-person game for a month before I gave up and send it back before the deadline of returns, and then I was charged a huge restocking fee, despite their up-front promise.
Hi CBJ. I’m sorry you had a bad experience. I know those situations are really painful.
I will tell you that Sweetwater had nothing to do with me writing that review. They didn’t pay me. I did it because I really loved working for the company, and I continue to shop there.
I had a handful of situations like that when I was a salesman there. I would sell a customer something, something that I had sold to others and had worked really well. Things were supposed to work, but for some reason they didn’t. The customer is upset, obviously, that the item didn’t work well. He wants to return it. That’s fine. That’s why we have a return policy. However, the customers sends it back with a bent up manual and fingerprints/scratches on the unit. He also writes on the manual and box. Part of the agreement with ANY company is that if you choose to return an item, it needs to be in brand-new condition. If it’s not, most places won’t accept it. Others will issue a restocking fee. Some places will issue a restocking fee automatically, regardless of the item’s condition.
Imagine you sold me something. I used it, scratched it, decided I didn’t want it, and sent it back. You can’t sell it as new again if I scratched it. You have to discount it. I scratched it, so I need to pay for devaluing the item. If I don’t pay that fee, you personally lose money. I wouldn’t want that.
Hopefully you can see it from their perspective, too. However, if they were truly in the wrong (and that DOES happen; Sweetwater employs imperfect humans), then I would call and ask to speak to a manager, or perhaps the owner, Chuck, himself.
At the end of the day, though, you may just not want to deal with them again. I understand that. I respect that. I hope you’ll still hang around HSC, though. Thanks for joining the conversation.
I wrote the serial #, day I bought it on and the Sweetwater Phone in pencil is what passed for a manual on the page it asked me to write it, in pencil. This manual is printable from the website. That cost me 30 bucks. The keyboard I send back in all the original bags and boxed virtually untouched. The CME tech person admitted that the software on these keyboards was defective and that the company was doing nothing to remedy the situation, and the the retailers cannot sell these keyboards. Then I waited to the last day for Sweetwater to help me in some way to put pressure on CME to get me some current software, but the relationship with Austin Moss got very snippy all of the sudden. I am more than furious, I was conned.
Sorry man.
I can comment on that…I bought a mixer that turned out to be junk…The first one just stoppd working. Sent it back to Sweetwater for a replacement. No problem…Second one was junk too. Sweetwater refunded me the FULL price and paid for return shipping. I ended up with the Mackie 1640 with Firewire…Couldn’t be happier.
Sweetwater ROCKS…Alan Carter Rocks too!
Thanks Joe for the vote of confidence on us. It was great working with you. And I agree, we’re not for everyone. Your blog is a lot of fun and I learned quite a bit from knowing you here and online. I hope the studio gig works well for you. I’ll be here when you need me for the studio.
Great post! I’ve been dealing with SWtr since 1999 and Jeff Green has been my sales guy ever since. Always gets me good prices and is totally honest with me – I probably will put his kids through college – Good luck in Nashville and I’m glad to have run across your blog!
Darryl
Thanks Darryl! Jeff is an awesome guy…and one heck of a basketball player.
Omar,
. I wish you the greatest in Life my dear friend, keep us posted on your many adventures.
Sorry to see you go. Andrew Stryffeler called me today. I answered in my typical “Hey Joe Gilder, what’s going on brother?” and Andrew just kept repeating “yes, sir, I’ve heard that all day, my name is Andrew”. At that point I was like “is Joe on crack?” why does he keep referring to himself as Andrew. Then he broke the news to me
Omar in Texas.
Thanks for the kind words, Omar. Hopefully our paths will cross again soon. Come see me in Nashville!
Hey Joe,
This all sounds good, yet with the “1,2,3″ payment option from http://americanmusical.com and their strong (super strong I should say) makes it always hard to switch to other stores. It seems like a lot of people don’t know them and they are pretty huge. They have always gone a step further by sending replacements if I have not gotten them on time. These guys are awesome! Anyhow, some people don’t really care about the payments in parts and that is completely fine too. I can’t say that they are the best, but they are for me!
To be fair, Sweetwater does offer a 3-payment option. Call your sales engineer and ask him/her about it.
I’m going to miss buying from you at Sweetwater. But I will continue to do business there as often as needed. Keep me posted on the latest brother.
I agree. As soon as you left thursday I got a call from a matthew i think talking to me about how you left and how hes my new sales engineer he told me he was going to email me his info but I think he forgot
uh oh lol. Anyways your were very helpful as my sales engineer my mother would have been lost without you
Joe, congrats on the new oppourtunity, my new sales rep called me to let me know you had left Sweetwater yesterday. Thanks for helping me spend my money over the last couple of years!!
Good luck in Nashville!
Loved the article. I’ve been a GC customer for many years. I like the hands on and immediacy of it if you can get the same guy each time. However, I am considering switching to Sweetwater. I have used Sweetwater in the past and have had good experience. Thanks for the advice. – Dan
I usually buy from Ebay, but seeing as I’m having so many problems getting a faulty NanoPad warrantied from the seller, I may go back to buying from companies I can trust to deal with the matter, even if I don’t get a “stupid” price.
You’re moving back to Nashville? No wonder you’ve been MIA lol. I think my brother is living in Nashville right now. If the travelling version the musical Wicked is there right now, then he’s in your home town.
Joe,
Great article I’ve purchased many many items from Sweetwater over the years, and never had a problem…Great Company!
Also, Welcome to Tennessee… I moved To Nashville From Boston
in 96′ Really nice state to live in. Best of Luck!!
Mike
Hey Joe, great article. I used to work at Guitar Center for 8 years. I understand the frustration people have with Guitar Center. I still buy from them, but I’m fortunate enough to know how their systems work and how to get the information and prices that I need. But I’m one of the very few.
Thanks, I’ve never considered buying from Sweetwater, but if the time comes, I just might now.
Just one note about not being a local dealer. Remember buying from local dealers helps your local economy. I know saving money is important in times like these, but if buying a stand or an item here and there from a local dealer can make a difference, you probably should. It can even help the big box stores like Guitar Center. WIth higher sales they can afford to hire better employees when their numbers are up. (If you do find a good employee at any merchant, go back to them. They appreciate that and they can help you save more in the long run.) Otherwise you’ll continue to see a high turnover and more unexperienced employees.
Joe L.
Your last “con” is funny. You just needed to have an even three, so you made one up. “If you don’t like chocolate cake and backrubs, then SweetCompany is not for you.”
I figured that it needed to be like a good, 3-point sermon.