Come out, come out wherever you are
Trying to find customer service and a female in Calgary’s audio electronic stores an impossible endeavour
I'm not sure if customer service is at an all-time low or if the Christmas season totally burned-out audio store employees, but I've never been so misinformed and, in some cases, ignored while shopping.
To make a long story short, last December I was shopping around for new audio gear and ended up at a home entertainment store in a mall. I purposefully sought out the only female working there – not because that would guarantee superior treatment, but because a change in service was definitely required.
Extremely disappointed with the lack of female presence in audio stores, I told the gal that I approached her for help as "a feminist thing." After discussing systems with her, she gave me a business card – only her name wasn't on it. Incredibly, the name of one of her male coworkers was on it instead. She was visibly ticked off that they wouldn't give her her own business cards, and rightfully so. She sarcastically said "it's a feminist thing."
And this is the 21st century?
Soon afterward, I embarked on an informal one-day investigation of audio stores with two friends in tow: a female friend and a male friend. Each of us has extensive DJ experience and, being well versed in audio equipment, were ready to identify both the idiots and the quality salespeople we encountered.
Our mission was twofold. First, are there are any female salesclerks in these stores? Secondly, how do salesmen react to female customers in comparison to male customers? (While we were as objective as possible, this probe is not a sociologically pure study and, therefore, no business names will be used.)
LOCATION #1
A mega electronics wonderland in the northern suburbs. After being ignored by a dozen employees (customer service is d-e-a-d, folks), a young man greeted us. After talking with him for a while, he told us that only two girls worked there. He could not think of any reasons why more weren't on staff. We inquired if applicants needed prior experience. He responded with a laugh and a firm "no." A former employee at a fast food chain, he intially had no clue about the equipment he was selling and says he learned everything on the job – including how to cope with sleazy (my description, not his) supervisors harassing him to sell more warranties to customers. Buyer beware.
LOCATION #2
Our next stop was a music store featuring turntables, instruments and other goodies. The service was refreshingly prompt. We chatted with the salesman and learned that not a single woman had ever worked at the store. Only recently have there been any female applicants, but none were successful. The clerk qualified the absence of girls with "you have to be a specialist to work here." Specialists or not, I won't be going back.
LOCATION #3
Next, we explored one of the city's independent record stores. My male friend told a clerk that I had inherited a huge vinyl collection and needed a turntable. While it would be my turntable and my money purchasing it, the clerk spoke to my male friend instead of me. Eventually, he included me in the conversation and graciously spent an enormous amount of time coaching us on what kind of turntable to look for (one that wasn't even sold in the store).
When we asked him why there weren't any females selling audio equipment in his store, he explained that the staff was chosen based on personality as opposed to gender. Considering the dorky clerk that greeted my male friend (not me or my female friend) at the door, we naturally questioned his criteria. He commented that girls are usually shy, don't ask many questions, and putting them next to turntables is still a novel idea. Absolutely the best customer service of the night from a super nice guy, but we were a little discouraged with that final remark.
LOCATION #4
Another shiny home entertainment megastore, this time in the southern burbs. Finally, some direly needed comic relief. Apparently, high-pressure salesmen are the only sort who keep their jobs, but that doesn't mean that customers can't shoot them a taste of their own medicine. We learned from this particular chain store that if you want decent equipment for a cheap price, bring your friends and pounce on the youngest salesman (’cause you'll never find a saleswoman) in the store. The youngster who helped us admitted that he had no prior experience before joining the all-male staff. In the six months that he has been employed at the store, he has never seen a single female applicant. His theory: "Why would you want to work with a bunch of guys?" Oh, I don't know, a love of electronics maybe?
Customer service at this shack included a classy belch and the most obnoxious and pushy service of the night. We tried exhausting him with our questions (for pure entertainment), but he wouldn't give up.
LOCATION #5
Back at the mall. We walked in and not one of the four guys looking at us from the cashier hub offered a "hello." (This is why I'd like to buy the store and fire all the morons who work there.) Eventually, my male friend and only my male friend was greeted. The salesman shifted attention to my female friend once she expressed that she was the customer. The service was straightforward, attentive and not pushy. Our salesman approximated that out of every 50 applicants, only one is female.
That concluded our investigation. We finished, but with more questions than ever. Are females applying to work at audio stores? Are their applications being trashed? If women are stereotyped as not being knowledgeable about audio equipment, then how come men with zero knowledge are being hired?
I just hope that it doesn't take another 50 years to find out. International Women's Day is on March 8. Looking for work? Swarm those audio stores, sisters, ’cause it's painfully evident that they need more female employees. Looking for stereo equipment? Be aware of where you buy. |
