Andy Marshall on:

Selling THD Products

THD Electronics (206) 781-5500 [email protected] June 18, 2003

So, there’s some THD stuff sitting around the store and you can make some money if you sell some of it. But how do you get customers to give Andy Marshall, you money for it and take it home? Ah, good question. Glad you asked! THD’s president and chief product designer, talks What is THD, anyway? about selling THD products: First off, if customers ask, “What is everybody.” THD? I have never heard of them,” you To which the customer responds, “Oh! have a really good answer. • The BiValve-30 Then why aren’t they famous?” You can respond with, “They are the You answer, “They are, if you read the The 30-watt, Class A world’s top boutique amp builder, and amp that Guitar Player guitar magazines. But then, they don’t have been turning out award-winning said “produced a level of spend a ton of money on advertising, amps, cabinets and accessories since tonal complexity and and that shows in the reasonable prices 1987. They started the whole tweed-amp sonic dimension that was of their products.” simply off the scale.” re-issue craze back in ’87 with their first product.” If you have been selling THD for a while, • The UniValve you know how happy your customers are guitar amplifier So then the customer asks, “Really? with our products and how amazingly The 15-watt, Class A Who uses their stuff?” amp that can use almost few of them ever need repair. These any tube combo. You come back with, “The Rolling points are definitely worth mentioning to Guitarist said it’s “one of Stones, , , Bob your customer. We’ve found that the best playing Dylan, Sheryl Crow, Aerosmith, REM, customers like to be given reasons to experiences any guitarist Third Eye Blind, ZZ Top, Ben Harper, believe that they will be happy with their could hope for.” Mark Knopfler, Foofighters, , purchase and that they are very unlikely • The Hot Plate , The Black Crowes, U2, to have problems with their new power attenuator Pearl Jam, you know, almost purchase. Do you love the sound of your amp wide open, but don't want to go deaf? The Hot Plate lets you Selling THD amplifiers get that screaming full- output sound at any volume. Why is the customer looking for an amp? If your customer is in the market for a are good to know and will help you point new guitar amplifier, it is always good to your customer toward the best product ascertain what amp they are currently for them. using and what it is that has them out Assuming the customer needs to be looking for a new one. Is it that they heard, is looking for more flexibility, need more volume, more overdrive, a wants better “feel” and “response” in his better “feel” to the amp, an amp that will amp and/or is recording (home studios help them be heard in the band? Or, is it are getting very popular), then he or she that they want to record more and need is a good potential customer for a THD a more flexible amplifier? These things UniValve or a BiValve-30. Selling THD Products Page 2 of 6

THD guitar amps are louder than you think Both the UniValve and BiValve-30 speaker cabinet. Also, the UniValve and amps are really much louder than the the BiValve-30 both have an uncanny customer likely thinks they are. Most ability to be heard very clearly in a group people have the impression that 15 watts situation, even when there are much is only loud enough for the studio or for more powerful and louder amps playing playing at home. against it. We constantly hear from UniValve owners that they have no If your customer plays clean most of the trouble competing with a Marshall 50. time, then the BiValve-30 is likely a Even Tom Beaujour pointed this out in better choice than the UniValve. This is his review of the UniValve for Guitar because the UniValve reaches the onset World Magazine. (By the way, after The THD UniValve of distortion at a noticeably lower writing the review, Tom bought two guitar amplifier volume. However, the UniValve’s UniValves for himself and gigs with them overdrive sound is quite loud, especially all the time.) when played through an efficient

A quick way to get familiar with the amps

In selling any product, it is always good Next, turn all of the controls to the 12:00 to familiarize yourself with the features of position and plug into the upper input. the product. If you haven’t already done Here you have a very wide range of so, grab a guitar and go plug into a overdrive sounds, from classic Clapton UniValve or a BiValve-30. Plug into the and Hendrix tones to more modern early lower input and turn all of the controls all Van Halen levels of overdrive. Use the the way up. With most guitar/ pickup gain and tone controls sparingly. Hit the combinations, this will give you a very strings hard and you get real punch. Pick nice, early ZZ Top style overdrive when them lightly and there is a lovely bloom. you hit it hard, but when you back off the Turn the volume on the guitar down and volume on the guitar (or the amp), you play gently and you get a nice clean get a lovely, thick, rich clean sound, not tone. Not as clean as the lower input, but “THD has pulled a rabbit the cold, dry clean sound that most still a nice, fat clean/crunch tone. out of a hat with this baby. people are used to hearing. Note also Explain to the customer how they have a With its tonal range, smart that the transition between clean and whole spectrum of sounds available to features, and superb overdrive is smooth and continuous and them just by adjusting the controls on all of the tones in between are useful craftsmanship, the their guitars and how they play. UniValve is a bang-for- and musical. Don’t forget to point this out to your customer when showing this. buck winner." Guitar Player Magazine Gauge the customers response

After you familiarize your customer with attention to the customer’s reactions and the amp, you can then point out that all responses. If they seem interested in of the wonderful sounds that they have and excited by the option of changing just experienced are available before tubes at will, delve further into that topic. they have even addressed the option of If it does not seem to interest them, changing tubes in the amplifier. Pay move on to another point. Page 3 of 6 Selling THD Products

“...thirty Class A watts will leave your standard 100W What’s the difference between the UniValve and BiValve-30? combo struggling to keep up.” You will likely be asked about the they did with their previous amplifiers. Australian Guitarist Magazine difference bet ween the UniValve and the This is because the speed of its BiValve-30. It is not just the obvious — response gives the notes more punch that the BiValve-30 is twice the power of and more impact. Its overdrive sound in the UniValve. The BiValve-30 also has the upper input is very “in your face”, but the added abi lity to use two different not painful, not harsh, just immediate. It types of power tubes in the output cannot be ignored in a mix. It is so quick section, allo wing the player to mix the and unique in sound and feel, it can be sonic signatu re of different tube types. one of the quietest things in a band or in a mix and it still can be heard loud and The UniValve is smooth and sweet in the clear because its signature is so clear “bloom” of th e notes: the note grows and and distinct. gets more co mplex as it sustains, developing harmonic richness. The BiValve-30’s clean sound on the lower input is so rich, detailed and The BiValve-30, on the other hand, has complex that some people say it sounds a much faster response, fast as hell, The THD BiValve-30 like it is running through a chorus effect. actually. The speed of its response can guitar amplifier This is because the amplifier is capable make it sound and “feel” much more of reproducing the intricate, complex aggressive than you would think based signal from a guitar with a level of detail on its distortion alone. that most people have never Many people find that with the BiValve- experienced before. 30, they end up using less distortion than

It’s not just the amp’s features — it’s benefits they provide “The BiValve-30 delivers totally on the UniValve’s When you’re describing the features of need to re-bias the amp. the amp to a customer, remember that promise of more to come, Benefit: This gives the user a people do not buy based on features, and the result is one of the tremendous variety of sounds at his they buy based on benefits. When you best playing experiences fingertips. Different tubes sound and feel show them a feature, be sure to explain different to play. Many customers any guitarist could hope the benefit of that feature. Benefits are describe it as being what modeling amps for. Tough construction, what push a decision. All the features in try to be. Variety is the spice of music. ultra-hip styling and a the world will have no effect on the Find your sound, it is in there, and no customer if they do not see the benefits unique collection of bias adjustments are ever necessary of having these features. features add up to an amp due to our self-biasing system. you’ll probably never tire of With that in mind, here are some more features and benefits to add to those Power attenuator playing through.” already discussed: Feature: Built-in Hot Plate power Guitarist Magazine attenuator. Easy tube switching Benefit: This permits the user to get full Feature: The UniValve and BiValve-30 output distortion at any volume. Output can use any of a huge number of distortion feels better and sounds “fatter” preamp and power tubes without the than preamp distortion. Selling THD Products Page 4 of 6

More amp features and benefits (continued)

Use any speaker cabinet Benefit: The buyer can decide at a later Feature: Both UniValves and BiValve- date to convert the UniValve or BiValve- 30s can drive any speaker cabinet from 30 to a combo amplifier. The head that “The BiValve- 30 produced 2 ohms to 16 ohms impedance. they buy today will simply bolt into the combo cabinet, so the customer is not a level of tonal complexity Benefit: This means that they can use locked-in to only a head/cabinet and sonic d imension that their new amp with any cabinet they may configuration. THD is planning the was simply off the scale. already have. This is especially introduction of combo cabinets by the The BiValv e-30 could important if they do not have the funds end of 2003. There will be many different available to buy a new cabinet at the easily be the richest, most combo cab versions available. same time as the head. detailed amp in its class.” In addition, we are also planning to Guitar Player Maga zine Voltage Switch introduce vinyl-wrapped, wooden head Feature: HiV/LoV switch permits you to boxes by the end of the year. This will increase or decrease the voltage to the allow your THD amp to look more like a tubes. traditional Marshall or HiWatt head. Benefit: This gives another level of Customers like flexibility. control over the sound and feel of the Hand built in the USA amplifier. The tube voltage controls the Feature: Completely hand-built. No overall power of the amplifier, the “stiffness” of the response and the life of board-mounted jacks, sockets or pots. the tubes. In the lower voltage setting Benefit: Great long-term reliability and (LoV) the amp is lower in power (about resistance to wear and damage. Should half), the tubes will last about 5 to 10 repairs ever become necessary, times longer. Also, in the lower voltage common parts can be used with great setting, the amp is “softer” and a bit ease. This should make the customer more vintage in sound and response. feel comfortable with his purchase, Modular design knowing that his amp will be easy to maintain in the coming decades. Feature: Modular design for easy conversion to a combo amplifier. “We're convinced that the UniValve is nothing less than a masterpiece... Use literature and reviews It's one of the world’s best If you do not succeed in closing the sale while the customer is in the store, be sure sounding, best looking and to send them home with THD literature. We provide color reprints of Guitar Player best made amps... How and Guitarist reviews, as well as glossy product brochures. It would be difficult for much tone can you cram anyone who is in the market to read these reviews and not want to buy the amp. in to an amp? The UniValve probably set the record.“ Call us if you need help closing the deal Guitarist Magazine Remember, we are here during business hours and are more than happy to take calls from you or the customer to help answer specific or general questions that may pop up that you do not know the answers to. Customers are thrilled when they get to talk to someone at the factory and we can often close a sale for you. Please use this resource. Page 5 of 6 Selling THD Products

Selling THD Hot Plates

The THD Hot Plates are the best selling power attenuators in the world. Almost every major touring band uses them. They are the de-facto standard by which all others are jud ged.

The THD Hot Plate power attenuator Got tube amp? Need Hot Plate!

If a custome r tells you that they have a love to have that problem solved. Get tube amplifie r, ask them if they are them to agree with this and you’ve got a happy with the overdrive sound and the Hot Plate sold. volume level at which they get that level The Hot Plate gives the player the ability of overdrive. When asked, most tube to set his amplifier for the ultimate, best amp owners who play rock wish that sound that he can get from his amplifier, “The THD Hot Plates they could get the sound of their and then to drop the volume sent to the are great-sounding, amplifier “working hard” at a lower speaker so that the amplifier is not too volume. If you ask, chances are that they elegantly designed, and loud for the gig. will agree with you — that they would versatile tone tools... The reactive nature of the Hot Plate gives it a

smoother, more refined More Hot Plate features and benefits quality that simple

resistive attenuators Compensate for the room and circuitry of the THD Hot Plate. There can’t match.” Feature: Brig ht and Deep switches. is no such thing as an attenuator that matches all impedances. Anyone who Guitar Player Magazine Benefit: Permits the player to custom tells you otherwise is either misinformed tailor the sound after the output or trying to pull the wool over your eyes. transformer to get the most out of With the Hot Plate, you buy the exact particular speaker cabinets and to sound impedance needed for your rig knowing best in certain types of rooms. If the that every single component in the Hot room is really small, you will want to Plate (every resistor, every capacitor, keep the Deep switch in the down or off every inductor) is specifically chosen to position to reduce the amount of bass so make the Hot Plate function best and you don’t “swamp” the room. On the sound best at that specific impedance other hand, if the gig is in a hall with all load. No compromises. Does your reflective surfaces, no drapes, no carpet, customer want to compromise his amp hard ceiling, chances are it will sound and his sound? Of course not! best with the Bright switch in the down or off position. These switches give the Line output user more control over their sound so Feature: Fully adjustable line output. that they can sound better in more Benefit: Allows the user to either 1) direct different situations. record (through a speaker-emulator box Specific impedance like the Hughes & Kettner Red Box), 2) Feature: Each Hot Plate is built to work drive a slave amp for more power, or 3) Hot Plates are available in with a specific speaker impedance load. run through an effects device for an advanced “Wet/Dry” rig like Keith five different versions Benefit: Unlike other power attenuators, Richards does with his Hot Plate. based on the impedance there are no compromises in the design required Some recent THD advertisements

THD Electronics, Ltd 4816 15th Avenue NW Seattle, WA 98107-4717

PHONE: (206) 781-5500

FAX: (206) 781-5508

E-MAIL: sales@thdel ectronics.com

WEB SITE: www.thdel ectronics.com

You need to know these people:

Andy Marshall President, Designer [email protected]

Carrie Robinson Sales Administrator carrie@thde lectronics.com

Ed DeGena ro Customer Service ed@thdel ectronics.com

Andy during bald phase (after spring shearing)