Vinyl record buffs often describe the sublime connection they feel between them, the record player needle and the disc when the needle first touches the vinyl and they hear that barely audible click as the disc rotates on the turntable before the track begins. 
Despite the ease of shopping and communicating digitally, that feeling of connection can come from one-on-one conversation, which still plays a role in many business situations. Consider, for example, my friend who works in an iconic record store with a large vinyl selection. For 40 hours a week she is on the floor, talking with customers and building relationships. Both tourists and music lovers come to her for advice and some extra knowledge. As each day passes, she becomes more familiar with the regulars who shop there and gains greater insight into their tastes and what they value. All the while, she is earning their trust.
Since vinyl records are fashionable again, vinyl seekers range from true aficionados who have been vinyl lovers since their youth, to teenagers buying their first record player and the latest artists like Billie Eilish on vinyl instead of downloading the album. For example, record player design has changed to please a new wave of young consumers with disposable income and a passion to set the pace. New record players with built in speakers are equipped to play music from a person’s phone through Bluetooth technology. And some record players can play on Bluetooth speakers, making the entire set up almost wireless (except for the power source).
With a great mix of new and old customers, my friend has no shortage of conversation about music and music technology. In talking with customers every day, she gains a greater sense of how people want to be helped and why her knowledge and people skills are so important. As her customer relationships develop, she has the ability to set product aside, which she thinks the customer would like, and surprise them with it the next time they come in. The customer feels valued and heard and returns more frequently while spreading the word and bringing more people to the store.
For new customers who come into the store, this personal connection is new, but still powerful. When people are new to the shop and might not be regular vinyl buyers, my friend still has an opportunity to help them with practical advice as well as friendly facetime. For example, buying vinyl can be intimidating. There is so much to know about the grades of vinyl available and the pressing you are considering (it could be original, remastered or an older record that was repressed 20 years ago). For someone who is new to this selection process, they probably won’t understand that two copies of the same album could fetch for $20 and $45 respectively. As my friend takes the time to explain the basics of how vinyl sales work, she often converts a new customer into a regular one.
Whether we work in a retail, corporate or other business setting, stepping out from behind our laptops and phones will often reward us with a quality of trust and understanding that will strengthen the quality of our relationships and our business.
