‘Los Lobos’ is the famous Latino – rock group known for its rousing version of the old Richie  Valen’s hit ‘La Bamba’. For over 25 years modern music’s most popular “Mexican” group has played to sold out audiences all over the world. Cesar Rosas, is one of the ‘los Lobos’s” guitarists. Cesar has been frequent visitor to music row since I first started working there over 20 years ago.

He is left  handed and as you might expect finding quality left handed instruments is not an easy task. One of my little ‘secrets of success’ in the guitar selling business is to always have a few high end and unique lefty instruments in stock.

When lefties are looking for an instrument, they are more likely to make a purchase because of the lack of lefty guitars.  Every so often when ‘Los Lobos’ are performing around the area, Cesar would stop in the store to hear the latest music row gossip and to check out the new lefties in my personal available stock. As usual it always plays out the same way, “Stevie, please reserve the beautiful new Martin D28 lefty for me.” He would say as he was leaving the store.  “You got it, as always Cesar”, was my standard reply. Then of course he would never come back to pick it up.  It was like a little game we would play. I would nod &  wink to him on his way out of the store knowing full well that this sale was never happening!  After countless  ‘reserve lefties’ I finally understood the Cesar is more of a shopper and looker then a buyer.  He like  countless others had a passion for visiting famous music row!

Some might call it an obsession…….

Which brings me to another obsessed customer: The Gibson “B.B. King guy!    The BB King model also known as the “Lucille” is a semi hollow guitar built by Gibson USA.  I remember several years ago when the world renowned bluesman  himself Mr. BB King stopped in the store  and personally  signed a ‘Lucille’ model guitar for us!  As you might imagine this episode caused quite a stir on the sales floor. One customer, an older guy in his late fifty’s even rushed up to Mr King and began shaking his hand while explaining to him  what a huge BB King fan he was!   Of course, he immediately turned his attention to the autographed  ‘Lucille” BB  just signed and wanted to purchase it as a keepsake.   As BB was making his way out of the store, I was handing the customer the ‘Lucille’ when he began saying ‘no no no’ this guitar does not have a ‘slim taper’ neck!   I have to have the slim-neck, but I always  have the same problem, Gibson company does not offer that neck on this model.

(The guy even pulled out a micrometer to measure the width of thee neck!)

I instantly went into my best ‘damage control mode’.  I said to the customer, “this is the standard width neck on all production model ‘Lucille’ guitars.”  ” The guitar is a dream to play, give it a try your self.”  As he put away his micrometer he said to me, “As I said before, I am only interested in a slim- neck version of this guitar and I know for a fact that Gibson company does not offer such an instrument.”  He went on to say that he figured he check out the one I had here and maybe strike lighting in a bottle.    At that moment he turned around and confidently strode out of the store.

A couple   of months later. who  do I see in the in the back of the store? The same ‘Lucille’ customer explaining to one of my new salesman that he is only interested in a ‘Lucille’ if it had a thin neck and Gibson does not offer this type of instrument. “Hey how are ya”, I said to him.  “You are the BB King fan right?” “I just received a   new Gibson “Lucille” in stock. Want to check it out?”  At this point I thought to myself  ,”what the hell , it’s a slow day,’ll give it a shot”  I ran upstairs and opened the case. The guitar was spanking new and looked beautiful.  “Maybe I’ll get my man after all!” I thought to my self. (always thinking of finally closing the sale!)

I ran down stairs with the ‘Lucille” and handed it to the customer.  He opened the case and I saw his eyes light up.     “This is a gorgeous guitar indeed”, he said.     I began to smile.  Then at that instant he brought out that measuring tool he used a few months back and said to me,  “Sorry I am only interested in the “Lucille” with a slim- neck, but Gibson company does not offer it that way.”   And out the front door he went again!

About three months later I attended a business trip to Nashville TN. home of the Gibson USA Guitar company. In the meeting room, on display hanging on the walls around the huge conference table are many special & ‘one of a kind’ guitars.  As I began to check out the guitars, I noticed a “Lucille” hanging there. “What’s the deal with that Lucille?” I asked the representative from Gibson co.  “Oh we made one prototype with a thin- profile neck”, he replied  “BINGO!”, I yelled.  “I want you to send that guitar to West 48th. Street -Music Row attention Steve.”  “Ok, done deal”, he said while slipping a “SOLD SIGN’ with my name on it under the strings.  The slim -neck “Lucille” arrived and I promptly brought it upstairs and waited for “you know who” to stop in.

Finally a few weeks later the “Lucille” customer ( like all he countless others ), made his usual visit to west 48th street.  He walked right over to the Gibson guitar display wall and began to look around.   ‘So how are you doing today?” (I started the ball rolling……)  “Still looking for the slim-neck “Lucille” Gibson?” I casually asked.  “Yep, but its not available” he quickly answered. “Well let’s say for argument sake, I can indeed get you one, would you buy it?” Once again he went into his song and dance about the unavailability of that guitar. He explained to me how he has been searching and searching but toi no avail. “Let’s put it this way”. I interrupted. “If I did have one would you purchase it right now yes or no?”

‘Yes I definitely, with out a doubt would” he said as he was obviously  getting annoyed at this point.  He even pulled some money out of his wallet to show me, “See I have money and my credit cards with me and I would buy the “Lucille” today but it has to have a slim-neck!”   “Wait right here”, I calmly replied.  “I believe I can make your dreams come true!”  I ran up 3 flights of stairs to the stock room. I looked and looked and finally there it was. I open the case and took a peak, yes the slim-necked  “Lucille” I ordered during my  trip to the Gibson   company.   I ran back down to the sales floor and I confidently put the case up on the counter. The “Lucille” guy struts over and before I could even say a word or open the case he blurts out, “See like I have been saying all along the “Lucille” is not available with a slim-neck!”

I slowly opened the case.  I then lifted the guitar neck up and I couldn’t contain the huge smile that came across my face.  “I believe I have the guitar you have always wanted!”, I remember declaring to him. He took the guitar from me and held it in his hands.  Without uttering a single word he inspected every inch of that baby.  I could sense he  was in denial.  He kept on feeling the neck over & over with his left (fretting) hand. Turning the instrument over and finally holding it at arms length for a real good look see. At that point, I thought his eyes were going to pop out of his head!  He gently laid the guitar back on the counter top and said “Yes indeed it sure looks like a slim-neck.”    It seemed as if he just couldn’t believe that the guitar of his dreams was right in front of him. He once again took out his pocket micrometer and measured that neck at least ten more times!   “This just can’t be”, he repeatedly said under his breath. “I am absolutely sure Gibson does not offer this guitar with a slim neck!”  “Well there it is right in front of you”, I happily replied -knowing now this sale is in the bag!

Did he buy the guitar?   Well let’s put it this way…

The last thing I remember him saying to me was: “I am stepping out for a coffee I’ll be right back …..”    (He must of want to South America for that cup of coffee because I have not seen him since!)

Lesson Learned- when someone shows you who they are…believe them