Glen Gough, a Piano Life Worth Celebrating.

In the winter of 1992 during the holiday season, my wife Tammy and I were Christmas shopping when she suggested we stop in somewhere and look at pianos. She was wanting to find a keyboard to noodle around on, and that December we walked into American Keyboard Gallery in Antioch, Tennessee (a Nashville suburb) not knowing that we would meet someone who would forever change our lives for the better.

We bought a keyboard, the brand of which escapes me now, and in the process, we met the most knowledgeable and unassuming salesman we had ever done business with. We had a direct mail company that was successful and growing, so at the end of the transaction Tammy encouraged me to set an appointment to pitch our capabilities to the GM, who was Glen Gough.

To give you the “greatest hits” version of the encounter is difficult but suffice it to say, it was a bonding experience, one that resulted in a very long term professional and personal relationship, the value of which is impossible on my end to overstate. I will endeavor to tell the story of our first meeting as concisely as possible:

Glen had given me permission to come in and talk to him about our mailing capabilities the very next week after our shopping excursion, and I was excited to meet with him. I showed up promptly at 10:00 am on a weekday morning to talk about how we may be able to help American Keyboard Gallery with some targeted direct mail. Let me set this up accurately – before Tammy and I started our own business in the early nineties, I was a regional sales manager and trainer for the direct mail division of Cox Communications. I had a profound respect for general and sales managers and what they had to go through to hit their numbers, so with this mindset in tow I walked into the piano gallery. There were two members of the sales staff on duty at the time. I walked past them, back towards Glen’s office. I noticed that they were not performing any sales related activities and that one was even playing a card game (there weren’t any lap tops back then) on the company computer.

After a warm greeting by him, I sat down in Glen’s office making small talk before we got down to business. I was internally struggling with the idea of ratting out the sales staff who were spending time doing anything but selling or creating opportunities. I didn’t know this guy very well but knew I liked him and respected his position (partially because I’d been a sales manager), so I decided to be a tattle tale. I detest lazy sales people; those guys were skating on this guy’s watch, and it hit me wrong. He appreciated my courage in confronting a situation that I could have just as easily ignored. Playing it safe would have meant to simply keep my mouth shut. I was lucky in that he was not insulted, but instead respected the ethics I displayed. That was something he could get along with.

That was the beginning of a truly valuable relationship. From that point on, and for the next couple of decades, Glen and I worked many a promotion together. I always took care to do the best I could to perform at the highest possible level for him. He knew we cared and had his back. In return, he provided Tammy and I many in-roads, connections and opportunities in the piano industry that changed our lives for the better and allowed us to help many piano dealers sell thousands of pianos over the years. He impacted our business life by giving us the opportunity to prove ourselves in the industry.

The opening that Glen provided allowed us to become the premier direct mail provider nationally in the piano business. We are forever grateful for all the years we were privileged to serve his needs and those of his colleagues, but this is where this article veers away from our direct relationship with Glen, and mentions some historic, noteworthy accomplishments and contributions that he made to the piano industry. The first of which is his contribution as a mentor to hundreds of folks who he taught how to sell at a higher level. Glen was a kind, fundamentally sound sales-pro who was genuinely caring towards those he sold to and mentored. I have yet to, and predict I never will, find an individual who does not respect and like Glen. He is the only person I’ve ever known who has made so few enemies that you can’t even find one!

As a sales trainer, he was persistent but gentle in guiding people down the path to a better performance. He led by example and didn’t expect anyone to do anything he couldn’t do himself, which leads me to my first Glen sales story. I don’t want this article to turn into a novel on us, so I’ll only tell a few stories, but the ones I’ve chosen most importantly demonstrate the dignity and efficiency he brought to the sales game.

I had the opportunity to be with him in weekend sales event settings on a few occasions and was able to observe him in action… however, the word “action” seems inaccurate because when he sold it was as if he wasn’t selling, but merely making friends. Myself, the gallery owner and a sales person (not yet up in the rotation) were sitting near the back of the gallery floor during a time when a sales event was in progress…not speaking too loudly. We did to not want to disrupt the dialogue between Glen and his prospects. They were a well-dressed couple, mid-thirties it appeared, looking at grand pianos. After a pre-talk, which from a distance seemed very relaxed, we saw him take them to the largest, most expensive grand in the inventory. “He’s a great top down seller.,” the owner said softly. To this the sales person with us said, “But he doesn’t sell hard. I don’t even think he is selling, people just like him and buy from him! It’s like he just makes friends and then people just give him money!” I sensed a ting of jealousy along with the admiration in the colleagues’ tone.

But this was how Glen rolled. They never left the 7’ piano, except for him to turn them over to a writer about twenty minutes after they had visited with him and played the piano. We’ll never know what exactly was said but they didn’t even play another instrument. He escorted them to the room where financing was done, and they emerged fifteen minutes later, still smiling. Then another subtle, amazing thing took place; he had been given another “up” but excused himself to shake hands with the man and accept a hug from the woman (mind you they had never met before that day) before they left the showroom floor. He then took up where he left off making friends with his new prospects. By now the other sales person had an “up” as well, so the owner and I were sitting alone when he commented, “It’s like he’s not even selling!” To which I replied, “That’s the secret.” That was Glen’s style… as smooth as Tennessee whiskey.

Along with avoiding it, Glen was also the best I’ve ever seen at crisis management. He read the darn calendar, and in most cases (unless he inherited a crisis) worked ahead and at an enjoyable pace. He placed a premium on preparation, which made my life as his marketing support person a better place to be.

Here’s another short story about his ability to sell in any situation:

Glen spent several years coordinating and executing events in what were considered the “B” markets for Maurice Unis at Forte Marketing. I was fortunate enough to be his direct mail “go to guy” and have firsthand knowledge of this next feat. It was wintertime in the south and Glen was in charge of a weekend sale for Forbes Piano in Birmingham, Alabama. Wintertime in the south can provide some volatile weather, and during this instance a tornado hit not far from the sale site. It was a few miles from the store, so it and the instruments were unharmed. Though it didn’t harm the store or pianos, it didn’t do much for the local buying psychology, but that wasn’t the largest negative. There was no power!

They were all ready to go, appointments set, and then mother nature comes roaring through town on a Thursday. No lights, now that was is a curve ball! How do you sell in the dark?

The sale was to begin Friday. The entire investment was in jeopardy, but Glen, per usual, did not panic. He had a book of people who had made appointments, and their phone numbers to communicate with them, and made the best of the situation. He explained to people that all the instruments were fine and that he would still be there for the weekend sale, despite the storm which had come through town. Mind you, there was no credit card machine and there were no lights, but the phones still worked. I wasn’t there to witness how he pulled it off, so when I called on Monday (I learned long before to never call during a sale weekend) I was expecting to hear about a train wreck, but I didn’t. Amazingly, Glen sounded fine, good even. Well, he’d had a flashlight, lots of knowledge, a friendly personality and some fine pianos with special pricing, so he sold many of them. Attendance wasn’t what it could have been, but he made the guests that did show up feel welcome, and they bought pianos in the dark! Seriously? Yes, and I am here to tell you that the owner confirmed that they hit their goal. He also said that one buyer told him, “You know, you actually pay more attention to the sound when you can’t see as well!” Of course, all the buyers were promised beautiful instruments and they were delivered fine pianos, so they were validated in their trust; still, the ability to get people to take advantage of an opportunity in the dark is legendary. Glen could work a phone and get people to attend better than anyone who ever set appointments. He could be firm and kind all at the same time… it was sales poetry in motion. I learned SO MUCH from just being around him and listening to him explain how he did things.

Here is an interesting story which occurred on his watch as the Managing Director of Steinway Hall London, UK:

After pleasing his German boss, Mr. Kerr, with his performance in London, he was asked to go around and share some of his wisdom with the directors of other galleries in Europe. One exchange had to do with the topic of greeting customers. He was explaining the verbiage to one of his colleagues, but they took exception to the entire theory that a sales professional should work from a script. “It’s no good here in Europe, Glen. It’s something we don’t do; it’s rehearsed!” To which Glen replied, “Yes, it is, but the secret is to not sound like it.” I don’t recall how that story ends – whether they took his advice about how to greet folks or not, but his response told an important truth. Glen was rehearsed; he was prepared. He was well thought out before swinging into action. He was SO prepared that he relied on only muscle memory for the sales activity, and therefore could concentrate on listening for the ways he could befriend his visitors and best fulfill their needs. Being prepared took the pressure off so that all he had to do was talk about something that he loved to talk about and make friends. In this manner, he created a “drama free – stress free” zone for his customers to make decisions in. Oh yes, it appeared that he wasn’t selling but trust me, he was. At the end of the day his mental fatigue proved he was selling his rear off… that and the sales report.

Glen is a humble guy. I’m not privy to all the inside info on who deserves what kind of credit, or what percentage of credit for the “All Steinway School” initiative he deserves, but here is one thing I am certain of: he mentored Sally Coveleskie, who is the National Director of Institutional Sales at Steinway & Sons. What Steinway did to create, promote and sign schools up to receive the “All Steinway School” designation was nothing short of brilliant and revolutionary. It forever changed the landscape of how manufacturers did business institutionally and created a standard by which most all schools weigh their piano inventory decisions against. Throughout the industry, Glen’s influence is, and will always be, immutable.

After years of Bill Metcalfe’s Steinway operation in Nashville courting Middle Tennessee State University, Glen was the one to finally put the deal together. In 2002 MTSU was the first Tennessee school to achieve this status, but he wasn’t done there. The list of schools he signed up grew in the United States, and when he became Managing Director of Steinway Hall-London, he added The City of Edinburgh School of Music (Edinburgh, Scotland), the Royal Holloway College of Music (London, England), and the Royal Welsh College of Music and Drama (Cardiff, Wales). He really helped the movement gain momentum during his tenure there, and today there are 20 institutions in the UK on the All-Steinway School global roster.

Glen’s final project for Steinway & Sons was to launch a K-12 program which was in his belly wick, the institutional realm. As were the previous programs and the other institutional efforts he was involved in, it was a success. He organized and launched a program that served the elementary schools well and created a new stream of revenue for the dealers and company stores that worked it.

I don’t want to overextend my welcome, so I will harness myself and head towards a conclusion. It is hard to conclude less I leave out some other remarkable stories or accolades, but I must.

So, in summary: Glen was, throughout his career, the perfect ambassador of the industry. He served with dignity, creativity, passion and had a work ethic I predict we will rarely see again. He went wherever duty called. He and his wife, Sharron, moved seven times to be where he felt he was most needed. So many of us are so much better off for the times that our lives intersected with Glen Gough’s. The most impressive thing about him? His humble attitude. Glen and Sharron are quality people. As a couple, they represent what teamwork can do and specifically to her credit, she was intuitive enough to, over the years, just let Glen be Glen. He gave us a roadmap for how a stellar reputation should be built and gave all the Glory to God. His was a piano life to be celebrated.

Here’s to you, Pal. Cheers! A job well done.

Here are some comments which support our admiration for Glen from some of his colleagues:

“Glen Gough was the first person I ever worked for in the piano industry and the fundamentals of what he taught me continue to influence the work that I do at Steinway & Sons every day. I will be forever grateful for his guidance and mentorship in those early years and for his invaluable friendship today. His expertise, his dedication and his moral code make him one of the finest people I have ever known.”
– SALLY COVELESKIE National Director, Institutional Sales

“In 1989, we were lucky enough to meet Glen and were able to attract him to Nashville to become the General Manager of our newly opened store. During the next few years, Glen was able to make the business grow into two stores. He did a great job of training our sales people and moving us into the Steinway piano gallery.Over the many years I have known Glen, I have never ceased to be amazed at his level of professionalism, salesmanship and morality. He is a great guy and an amazing addition to the history of Steinway and Sons, and the Steinway dealer network.”
– Bill Metcalf Dealer Principal, Steinway Nashville and Alabama Piano Gallery

“I first met Glen Gough during a major sale in Nashville that Forte Marketing Group was doing for the Steinway dealer in this market. During this sale, Glen was truly amazing and professional in all areas and supported this sale to make it successful. When Glen was no longer working for this dealer, Forte jumped at the opportunity to ask Glenn to come on board with Forte and was thrilled when Glen agreed. Glen immediately became an integral part of Forte, running events for Steinway dealers throughout the United States. Glen took Forte to another level in running sales events and in handling all aspects of these sales, including advertising, set up, managing the event during the sale and selling. He is a true professional in all ways. I look forward to seeing where the next venture in Glen’s life will take him. I am proud to have worked with Glen.”
– Maurice Unis Dealer Principal, Classic Pianos Owner, Forte Marketing Group

Dear Glen –

I understand you’re planning to retire and I wanted to send my best wishes and regards. It was always a joy and great pleasure working with you. I have always appreciated your high integrity, your tremendous ability, your knowledge, and your “can do” attitude.

Thank you for all you have done in promoting music and enriching the lives of others. Best to Sharron! If you guys ever get out to AZ, give us a call.

All the best,
–Vic Geiger

Piano Industry Specialist
Steinway & Sons Pianos, Organ Music Manufacturing, Sherman Clay
Rodgers Instruments Corp., Kimball Piano Company, Bosendorfer

I could write paragraphs and probably a volume regarding my experiences with Glen. Ever since I met him in Nashville in the mid 80’s, the first impression, which is the lasting impression, has been that of a consummate piano professional. His approach with EVERYONE he meets whether it be consumers, music teachers, secondary school officials, Institutional staff, fellow sales reps, store managers, principals and corporate executives has always been thoughtful and thorough and most defiantly complete.

I have always admired Glen and will miss his insight, advice and in-depth experience regarding the music industry. Watching, listening and discussing techniques with the “Master” of the sales floor has always been a remarkable experience for me. Glen’s sales approach, using his sales tools book, which he always had with him contains a wealth of knowledge and could back up anything he would say, and always most professional.

Many a night we would stay up late in the evening discussing various events, our customers, the many sales scenarios, products, strategies and our families as well. We knew each other very well, and that includes his lovely wife Sharon, who supported and helped with financing all of Glen’s sales efforts.

So, Glen and Sharron, my colleague, my trainer, and my Dear Friends, I say to you THANK YOU, Job well done, very well done. I look forward to our long talks on the phone and hopefully in person one day in Nashville. Enjoy a Great Retirement with Sharron, your children and your many many Grand Children, Enjoy! You two certainly deserve it, and again THANK YOU!

Sincerely, Your Friend,
Jim Hoover Director of Sales Training and Promotions Steinway & Sons

I met Glen on my first day at Steinway & Sons. He was caring, really funny, and a kindred spirit for sure. Over the next several years we forged a friendship and a brotherly bond that has carried us through many trials and with every step laughter and joy.

My wife and I have had the extreme pleasure of staying with them many times and look forward to many more in the future.

Congratulations Glen, Sharron and Kelly. Your lives are a light in our world.

With Love and Affection,

Tommy Edds District Sales Manager Steinway & Sons.