Practical Ways to Grow Your Music Store with Matt Strosnider: EP 1

How Small Changes Can Transform Your Business

Running a music store is about more than selling and renting instruments or offering lessons. It’s about building a sense of community, forging meaningful connections, and staying adaptable in an ever-changing world. Few people embody this philosophy better than Matt Strosnider, owner of Shenandoah Music in Winchester, Virginia. His journey, featured on The Music Merchants Podcast, offers a wealth of insights for music store owners looking to refine their approach to business.

The Story Behind Shenandoah Music

A Leap of Faith

In 1986, Roger Strosnider left his job at G&M Music to fill a gap in the local market by creating Shenandoah Music. With the support of his former employer, including transferring a Fender dealership, Roger set up shop on Winchester’s downtown walking mall. As demand grew, he moved the store to a larger location in 1991, setting the stage for the business’s evolution.

Enter Matt Strosnider

Years later, in 2011, Roger’s son Matt joined the family business. With a degree in accounting and business management, Matt began working as a salesperson, gaining firsthand experience in the day-to-day operations. By 2016, he stepped away to explore other opportunities but returned in 2017 when Roger retired, ready to lead Shenandoah Music into its next chapter as its new owner.

A Musical Foundation

Music was always a cornerstone of the Strosnider family. Matt and his twin brother grew up playing instruments and were naturally drawn to the business. This deep connection to music, paired with Matt’s business expertise, enabled him to blend passion and strategy to chart a path for growth.

Transforming Shenandoah Music: Practical Lessons for Music Store Owners

Matt’s tenure as the owner of Shenandoah Music has been marked by thoughtful changes aimed at better serving customers. These lessons are just as applicable to music stores as they are to music store owners.

1. Align Prices with Customer Expectations

One of Matt’s first major changes was implementing Minimum Advertised Price (MAP) policies for big-ticket items like guitars. This ensured customers paid the same price in-store as they would online, eliminating the perception that local shops are more expensive. The result? Increased trust, stronger customer relationships, and greater loyalty.

2. Be Flexible with Operating Hours

When Matt took over, Shenandoah Music operated on “banker’s hours,” which limited accessibility for working customers. By extending weekday hours and adjusting Saturday schedules, the store became more convenient, leading to increased foot traffic and a stronger connection to the community.

3. Seize Opportunities During Uncertainty

The COVID-19 pandemic brought significant challenges, but also opportunities. As supply chain disruptions pushed customers toward local stores in search of in-stock items, Shenandoah Music maintained a diverse inventory. This not only attracted new customers but also reinforced loyalty among long-time patrons.

4. Balance Modern Trends with Personal Touch

While some customers prefer the tactile experience of shopping in-store, others lean toward the convenience of online options. Shenandoah Music embraced this duality, offering engaging in-store experiences while staying competitive with online trends, ensuring they remained relevant in a shifting marketplace.

The Results: Growth Through Thoughtful Change

Over six years, Shenandoah Music tripled its revenue—a testament to Matt’s customer-focused approach. Key factors included transparent pricing, convenient hours, and a strong emphasis on building community.

However, these changes didn’t come without challenges. For instance, Matt had to balance customer requests for extended hours with the need for work-life balance for his team—a reminder that growth must always be sustainable.

Insights for Music Store Owners

Matt’s success at Shenandoah Music offers valuable takeaways for music store owners:

• Trust and Transparency: Review your pricing and communication practices. Are they creating trust and confidence with parents?
• Adaptability: Be open to adjusting your offerings to meet the evolving needs of your students and their families.
• Balance: Growth is important, but it shouldn’t come at the expense of your team’s well-being—or your own.

Ready to Transform Your Music Business?

Matt’s journey demonstrates how small, intentional changes can lead to significant growth. By aligning your business practices with customer needs, you can build a thriving, community-focused music store. Whether it’s rethinking pricing, improving accessibility, or adapting to new trends, the key is to prioritize the people you serve.

Take inspiration from Shenandoah Music and start making the thoughtful adjustments that will position your store for long-term success.