...First Deering Master Dealer Creates "Banjo Heaven" in an Atlanta Suburb

"This is Banjo Heaven," say customers who walk into the Banjo.com showroom located in Marietta, Georgia.  With over 30 different Deering banjo models, including every variety of Goodtime banjos, among the 100 banjos on the showroom walls and 200 more instruments in their warehouse, it is a fitting description.  Chosen as Deering's first master dealer, owner John Drummond has created a friendly atmosphere for players in a store "where the instruments speak for themselves."

John Drummond's store was awarded this honor because of his consistent commitment to stocking a wide variety of Deering and Goodtime banjos. For the customer this means that Banjo.com is a place where he/she can play and compare the entire breadth and depth of the Deering banjo line in one location! John is so committed to carrying one of each kind of Deering banjo that when he gets a call from a customer for a Deering banjo he doesn’t have in stock, he generally orders TWO, one for his customer and one so that the next aspiring banjo player who walks in the door will not have to wait to start that new musical experience.

This new Deering dealer program was initiated by Barry Hunn, Deering world-wide sales manager. The program requires a dealer to maintain a constant inventory of 30 or more different Deering banjo models and 10 different Goodtime banjo models.  With several other Deering dealers in close contention, Banjo.com's inventory made John the clear number one choice.

When it comes to Deering Banjos, John feels that "Made in the USA" is of primary importance. Customers who ask about the banjos created by the Great American Banjo Company are told that "Deering offers the only American-made banjos that sell for under $500. Deering makes an affordable, quality banjo for all income levels, and Deering delivers on its promises."  As a Deering dealer, John says he can "count on timely deliveries, and on those extremely rare occasions where warranty service is required, Deering is stellar."

 
Twenty-three years at IBM prepared John for his current job. "They taught me the importance of excellent customer service," he says. When asked how he feels about the value of Deering's dealer support services such as hang tags, phone referrals, customer support line, catalog inserts, and sales calls, John said, "Deering is the company I refer to as a shining example of what happens when a company is run correctly.  Deering offers the whole package, including honesty, integrity, follow-up after the sale, kindness, coaching, empathy (when needed), a desire to please, and a market-driven atmosphere."

Having a store filled with inventory is important, but driving customers to your doorstep is how you make the sale!  "We are truly shameless about publicity," jokes John.   He advertises in the traditional places such as bluegrass magazines and online, but he also personally distributes bumper stickers at festivals and works at the Banjo.com vendor booths.  "We receive a high number of referrals," he says, "confirming that our best advertising continues to be word-of-mouth."  Banjo.com has also been featured on TV, on the cover of the UPS RoundUPS magazine (a photo shows John riding a unicycle and playing a Goodtime banjo), and many other forms of public communication. How does this happen?  "I lay awake at night trying to figure out how to reach potential customers," says John. Our local paper, the Atlanta Journal-Constitution, features a section in the Sunday edition entitled, "Why I love my job." I'd just become self-employed, loved my new job, and wrote them a letter. They printed it, and that got us a feature story on Channel 2, the big local TV station."

John and his wife, Amy, already had their hands full with their sister company, Unicycle.com, when in August of 2003, Banjo.com was launched.  Despite this, "by Christmas (of that same year) revenues (from Banjo.com) were growing at a faster rate than Unicycle.com did in the beginning."  As office manager, Amy worked through the additional responsibilities and maintained a wonderful sense of humor throughout all the extra hours required by the success of both businesses. She often says, "If I hear Foggy Mountain Breakdown one more time..." Hey, Amy, at least he doesn't do it while riding a unicycle! :-)

"Our greatest asset is our people," says John. As a retired postal worker and employee of 2 years, Barry Collins, "has a servant's heart, and our customers trust him. He's a gifted technician, guitar player...(and plays the banjo) with a fun and unique style." Meg Colclasure joined their team 6 months ago with a gift for administration and organization that has given them a "huge lift in productivity." "She coddles our customers, and they love it."

From being "unfamiliar with the brand in 1999" to becoming Deering's first master dealer in 2006, is big leap in a mighty short time.  John credits his climb to the many coaching and mentoring sessions with Barry Hunn, Deering's worldwide sales manager.  Barry, a retail veteran of 14 years, answered John's first phone call four years before Banjo.com was born.  Over the years, he helped John understand the market.  As a dealer, John was amazed at the personal interest Barry had in each dealer's success.  Barry helped him estimate the store's needs and encouraged him to schedule orders in advance to meet growing demands.  By December of 2003, John submitted an estimated order for the entire year of 2004. "We had to tweak it over the ensuing months, but that list allowed us to ramp up conservatively," says John.  "Because of the breadth and depth of products, and their value in the marketplace, Deering has generated more income for us than any other banjo maker." Barry continues to support John with regular sales calls, even helping out on the customer service end with technical support when asked.

John Drummond is a man who thinks ahead.  With Unicycle.com and Banjo.com serving the demands of an ever-growing customer base, his goal is to have "10 companies that each generates $1 million or more in sales per year." With a philosophy of excellent customer service and unique product lines, it is no wonder that John Drummond and Deering Banjos have formed a successful business relationship. In the lobby of the Deering Banjo Factory you will find a plaque that reads "Business success by satisfying customer needs through quality, service, and productivity." Deering Banjo’s first Master dealer, John Drummond of Banjo.com, is a shining example on all counts! We congratulate John and his entire staff...and all the customers who have the joy of working with the folks of Banjo.com, the "Banjo Heaven" in Marietta, GA.

To contact John Drummond and his friendly staff at Banjo.com, visit the Deering Banjo Company home page at http://www.deeringbanjos.com, and click on the Find a Dealer option at the top. You will find him at the top of the page under Georgia dealers!!