Article: My customer map! Thanks To My New Software!

Jan 25, 2013

My customer map! Thanks To My New Software!

Just a bit of fun really but this makes me so proud. I returned to work on 4th January and this map shows every customer who has trusted in my service for a guitar up to 24th - so thats nearly 3 weeks.

The map is a feature of my new contact management software that will keep me in touch with every customer over the years to come.

These aren't orders for strings, accessories or bits and bobs - I don't sell any accessories. Each one of the markers symbolizes a guitar that was quality controlled, setup to the customers requirements and then packed by myself to be delivered to a happy home!

It really excites me to see how many guitarists from Western Europe are getting to hear of me along with my new friends in Hong Kong and Mauritius!

Thank you to every one of the "markers" on this map - I never take a single sale for granted so thank you for trusting in me.

A closer look at European customers for the past 3 weeks...

and thank you to everyone in the UK who have either traveled to my showroom or used my personalized packing service to ensure their guitar reaches them in the same perfect condition as it left my showroom....

Written by Richard Cholerton

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Fender

Looking For A Used American Brand? Want A Trusted Supplier? I Can Help!

If you are looking for a Gibson, Fender, PRS or any other American guitar brand - I can help. I have a fantastic source for acquiring these guitars from the States - from a like minded profe...

Loving My New Showroom

I am feeling really comfortable with my new showroom - make me feel so at home - so much so that I accidentally refered to it as "the lounge" a few minutes ago!! I have also got a love...

For me - there is no difference between "personal" and "business" life - It is all "my life". Interconnected and therefore highly personal. Every guitar I sell (EVERY) is one I can tell you the backstory - about the people who make them - the ethos of the brand and how they align with my own - they are a genuine personal recommendations based on 28 years in the industry.

With the industry dominated by marketing, hype, and "blinkered" brand loyalty - retailers focus on what they get asked for - with little effort in raising awareness of guitars that are better than the one you asked about. This leads to a lot of poor buying decisions!

Here is a quick introduction to the brands I often refer to as "my babies" but really you could simply refer to them as "benchmarks". Check the prices - check the specs - check the quality and back story - and find me a brand that does it better - or even close. The fact is you cant buy a bad guitar from Richards Guitars - you will only find the best - set up to your personal requirements.

My "Personal Collection"

Art Meets Craft - Artisan - Unique

Hand Made In Slovakia

I have the honour and privilege to be Englands exclusive dealer for Dowina guitars. A completely unique approach to guitar building that blends passion, art and craft producing the most inspiring and wondrous acoustic guitars that represent so much more than the materials they are made from.

Dowina is more than just a guitar - its an experience that you will appreciate and remember for a lifetime.

Buy Dowina Guitars Online

Detail - Clarity-Power-Resonance-Beauty

Furch Changed Everything...

I introduced Furch to to the UK over 20 years ago - with my good friend Keith Twine who has since retired.

At the time I was a leading supplier of brands such as Gibson, Martin & Taylor. Experiencing Furch guitars made me realize there is what you "know" and what you "should know". Just because you DON'T - doesn't mean it doesn't exist!

What does all this mean? Forget what you think you know and open your mind to the possibility that you can find better - and we will guarantee you an experience you will never forget - with help from Furch and my other personal finds from over the decades.

Buy Furch Guitars Online

Inspirational quality, tone & feel at a price you never thought would be possible.

A Benchmark British Brand

With an incredible Back story - A Truly Brtiish yet global brand utilising the shared skills of the Gordon Smith Team in England and a small boutique workshop in China - The result? Unbelievable quality that far surpasses that of recognised mass produced brands at the same price.

Buy Auden Guitars Online

Hand Made - Standard Setting - Affordable

We Were The First UK Dealer for Eastman Guitars...

....and continue to be their largest and most experienced dealer in the UK supplying Eastman guitars throughout Europe.

Originally known for their extraordinary quality, hand made arch tops - produced by violin makers - as their reputation spread they developed into the World of electric and acoustic guitar production which continue to be made by hand.

Eastman have now become a hugely dominant force in the Guitar World producing the "best in class" in any guitar genre they opt to focus on.

Nobody knows them better or can provide you a better experience.

Whether you decide on the showroom experience or buying online you could not be in safer hands.

Buy Eastman Guitars Online

Quality - Versatility - Innovation

Canadas Finest

I have specialised in Godin guitars since 1995.

Godin have been solving problems for performing acoustic and electric guitar players for over 30 years, producing the most divine instruments which are stylish, of the highest quality whilst serving the practical needs of the modern performing professional

You could say Godin is the antithesis to Gibson! Godins reputation is built largely on the word of mouth of professionals and session musicians who need their instruments to be highly reliable and consistent night after night.

Get one in your hands, and you will soon understand their unique contribution to the evolution of the guitar.

Buy Godin Guitars Online

Perfection

Hand Made In Italy

I have to thank Stuart - Director of UK Distributor Selectron for thinking of me when he made a very special find in the guise of Luigi - A man building what can only be described as playable works of art. An extraordinary man - extraordinary guitars and I can only thank Luigi & Stuart for thinking of me as a perfect fit to help represent Luigis work in the UK.

Buy Valenti Guitars Online

Hand Made In Ukraine

Valiant Guitars

Breathtaking guitars made by men who continue their passion literally in a war zone.

The human story is inspiring but no less than the impeccable, meticulous qualitywith an enormous dash of the secret ingredient so many guitars can never find - MOJO!

View Our Valiant Guitars

The most comprehensive collection of affordable electric guitars money can buy.

We will help you find The best playing - Affordable electric guitar

I have been promoting Vintage brand guitars since the day they were "born" some 20+ years ago! In this time they have just got better... and better... and better! Not just that but the range has just become EPIC. Something for everyone!!

In the past couple of years ProShop has become one of the mmost exciting UK hand built guitars- using the Vintage range as the building blocks to create wonderful and exciting guitars that would normally cost thousands of pounds.

Buy Vintage Brand Guitars Online

Hand Made Ultimate Luxury Leather Guitar Straps

You will see so many marketing stories and false claims of hand made guitar straps in the UK - often with a massive premium price tag added.

TRUST ME - THESE ARE...

The finest hand made leather guitar straps money can buy

Hand made in Walsall using traditional tooling methods by own of the UKs greatest horse sadlers.

Memory foam insert ensures premium comfort - These straps will last you a lifetime.

Learn More

Excellent guitar for the price 😀

This is my first Furch guitar and I’m delighted with my purchase. This is one in their low/mid price range but sounds as good (or better) than my Taylor 614ce and quite definitely plays better straight out of the box. In the past few years having also purchased Eastman instruments I have come to the conclusion that US manufacturers just don’t offer anything to justify their pricing.

Nice addition to the collection- plays very easily with a good feel to it

Great case, well made good VFM

A good set up, guitar plays well

Excellent service

I've waited a while to write this review. It's too easy after a new guitar purchase to get over excited and try to justify spending a sizeable chunk of money on an acoustic that doesn't have Taylor or Martin on the headstock.

My advice to those that have a sizeable chunk of money to spend - don't buy a guitar with Taylor or Martin on the headstock. Buy a Dowina. Full disclosure - I own a Taylor.

The build quality at this price point is what you should expect. No excess glue permeating the bracing etc, neck smooth as butter, first class tone woods and absolutely on point when it comes to the detail.

Dowina has this in spades and then some. Blows the water out of Martin and Taylor at this price point, it's no contest. This guitar is so responsive, you can make it whisper, you can make it shout out loud - in every scenario it is perfectly voiced. If I had to choose one word to describe it, it would be....

Incredible.

As an aside to the guitar review, let's talk about Richard's Guitars and the buying experience.

These guys are special. In the current climate of buy fast and buy cheap they are beacons of what customer service and quality products should be. They are wonderful individuals, the absolute best. I can't find enough superlatives to describe these folks, but what I will tell you is that they know their guitars, they recognise quality, understand how personal a guitar choice is and will always do what is best for you not them.

Why bother have a phone number

Rang numerous times, no one answers, tried to purchase Furch Red Deluxe twice and not in stock but on the wedsiteand still waiting for notification of availability,

Do you think it would be possible for me to discuss the issues you have had?

I really do feel an explanation would put your mind at ease and help us help you.

I will try and convey my sincerity as follows:

I introduced the brand to the UK market over 20 years ago
I am the UKs largest dealer and have been for 20 years
I know the products like the back of my hand - every single one set up to perfection to your requirements
I personally spend hours and hours revising, calculating, forecasting stock to try and ensure the very best balance of models in stock at all times, ensuring all my favorite models are either in stock or about to arrive shortly.
I currently have 67 models in stock in the building
I have 30 guitars allocated in stock at Furch
I work tirelessly to provide the very best personalised service - as a dedicated specialist.
I employ just 2 other people in sales to answer calls - it is a workshop environment and we are incredibly personal in our service.

Sadly - this means that sometimes - especially if someone is off sick - we may be stretched to reply to every phone call in real time but we always have an answer phone and we always return calls.

Life is a balance - we try our best - its not always going to be a perfect scenario but its how our customers treat us - and how we treat them in response - that ultimately ends up with the majority being overwelmingly happy.

I never take any sale for granted and I also ensure my success helps incredibly positive projects - which may or may not be of interest - so I wont bore you with that side!

I would love to help you further

Richard

A well made ,great sounding and high quality guitar

Sometimes buying a guitar online can be a disappointment ( I've been there on a few occasions) but not this time. The guitar is everything I expected and more . Even better , my guitar teacher was most impressed. A great sounding guitar. It came with a set of 12's but I changed them to 10's as they suit me better. Nice low action . Sustain was better than my Taylor 324e . All said and done a good purchase and was recommend Richards Guitars! Case was great too!
SPA a great sounding pick-up .

One of the best purchases I have ever made. I was helped from start to finish helping me choose the right guitar then setting up and delivering. The guitar made me a beginner sound good. Thanks

Dream Guitar and a Well Deserved 5 Stars.

Just picked up my beautiful new Kremona Sofia ST-C classical guitar from Richards Guitars in Stratford upon Avon.

What a sensational instrument!

Great build quality and materials, and a sublime sound. I can’t believe how these instruments can be sold for such a competitive price. It plays beautifully after being set up by Richard’s team.

A personal thank you to Jon for his advice, guidance and sharing is detailed product knowledge.

A happy customer and a great purchasing experience.

My customer map! Thanks To My New Software!

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