DSI Preserves Its DNA, at 2010 Dallas ExpoApril 8, 2010 By Nancy Klosek
DSI Systems, at the first of its three 2010 Expos in Dallas April 7, offered an array of programs and initiatives that president Doug Robison said would enable the distributor to “keep our DNA.”
It doing so, he said, DSI will solidify its market presence, despite its business model being under assault by what he termed “those distributors without a face in the marketplace who are just selling price.”
Robison said in a presentation to attendees that DSI had improved its efficiencies over the last year to keep it competitive in a challenging economy, while still maintaining its position as a primary provider to independent “town square” TV/appliance, satellite, custom installer and RTO dealers. He cited several competitive advantages DSI provides, including aggressive freight and vendor buy-in programs, 30-day dealer price protection, and an array of online tools that lets dealers claim instant rebates so they don’t have to wait for payment from manufacturers.
This year, the show’s buying floor, populated by vendor exhibits, provided dealers with the opportunity to take advantage of a program called Expo Dinero, through which dealers buying select models received “money-back” checks on the spot.
Other highlights of the Dallas Expo included educational breakout sessions that zeroed in on the newest technologies, and a keynote address where Monster Cable head Noel Lee outlined his company’s M5 customer-focused complete-solution-selling program – newly available to DSI’s dealers this year.
Lee exhorted dealers to take full advantage of every opportunity, no matter how small, to “complete the customer experience,” centering it around the satellite and the home theater installation, and around rent-to-own (RTO).
“You, as independents, can’t fight the price wars,” he said. “Business will never be as it was before, so you have to learn to prosper in the world we now live in. How? By selling everything around the TV. It’s not only profitable – it’s our obligation to our customers to sell them things that will benefit them.”
Lee likened independent installers to doctors who make house calls – with the authority to recommend additional solutions once they are in a home and can assess needs. “Stock your trucks so that you’re able to sell inside the home. Be ready to complete both parts of the customer experience. Fifty percent of what you sell is hardware and 50 percent, solutions, but 70 percent of the profits come from solution sales,” he told the audience. “Don’t forget that you are the value-add.”